MBH Fitness' R&D spending accounts for more than 5 percent of its annual revenue, supporting the development of intelligent fitness systems that combine equipment with cloud-based services. Orders have risen 30 percent this year, with exports on track to reach 600 million yuan ($89.29 million).

The industry's growth has also made room for new entrants. Shandong Shuyoute Fitness Technology Co Ltd has transformed itself from a producer of agricultural machinery and plastic components into a fitness equipment manufacturer. Overseas sales accounted for 70 percent of its 250 million yuan sales revenue in the first seven months of 2026.

Rather than taking a broad approach to overseas markets, the company develops products for specific consumer needs. Its stair climbers account for 85 percent of the South Korean market, according to the company.

Meng Fanrui, the company's chairman, said orders for 10,000 water-resistance rowing machines will keep production busy over the next four months.