Ningjin County, located in Dezhou City, east China’s Shandong Province, has emerged as the largest commercial fitness equipment production hub in the country. This growth is largely due to the county’s well-developed and complete industrial chain.
As of 2024, Ningjin is home to nearly 3,000 sports equipment companies. Together, they generate an annual output value of 13.9 billion yuan (approximately 1.93 billion U.S. dollars) and employ over 40,000 people. The county now accounts for more than 70 percent of the domestic fitness equipment market. Its products are also exported to more than 170 countries and regions worldwide.
Inside Ningjin’s industrial park, activity is constant. Companies are busy launching new products, hosting foreign buyers, conducting research, recruiting staff, and filling orders. Many firms are already booked with orders through August this year.
At the workshop of MBH Fitness, workers and over 300 robots are actively engaged in welding, spraying, and assembling treadmills. According to industry experts, high levels of in-house production are a common feature among local companies.
“About 95 percent of key components are produced locally. From receiving an order to delivering it, it takes just half an hour to get the product to our warehouse,” said Liu Xinli, general manager of MBH Fitness.
The county has developed a full industrial chain that includes design, research and development, manufacturing, packaging, and sales. A full set of accessories for different types of fitness equipment can be sourced within half an hour in the local area.
“The supply chain here is complete. Some companies have even expanded into producing snowmobiles and simulated ice machines to meet growing market demand. Our product range keeps expanding,” said Zhang Qiang, director of the Education and Sports Development Center of Ningjin County.
Ningjin’s fitness equipment has gained strong recognition in international markets. Local manufacturers actively participate in global trade shows and have built in-house showrooms to display their products to visiting overseas clients.
One of the local firms, DHZ Fitness Equipment, recently welcomed long-term clients from Brazil. These customers visit twice a year to inspect new products and finalize purchase orders. They often stay for a month to tour Ningjin and nearby industrial parks.
“Every time I come, they offer new equipment and new ideas. We’ve seen machines designed for personal use at home,” said Daniel, a fitness equipment buyer from Brazil.
Currently, DHZ has a daily production capacity of around 1,300 units. In the first quarter of 2024, the company recorded over 200 million yuan in sales. Domestic sales rose 90 percent year on year, while international sales grew by 40 percent. The company is now building a new 10,000-square-meter showroom to meet rising demand from both domestic and overseas markets.
