Official backing
In a country where Olympic medals used to be the only gauge of sports achievement, the increasing emphasis on mass wellness and participation, highlighted by governmental guidelines, signifies a monumental shift, said observers.
In October 2014, the State Council, China Cabinet, issued a national development plan for the sports sector, urging the governing body to loosen its grip on the untapped market and allow private enterprises to get involved in organizing and marketing of mass sports events.
Before the plan was issued, all sporting events had to be approved by the GASC, which charged event organizers administration fees. That taxed their enthusiasm to help expand events at grassroots level.
"The consistent attention paid by the country's top leaders to the health and wellbeing of the general public has prompted sports authorities and enterprises to shift their focus as well. Participation now matters more than winning medals," said He Wenyi, a researcher at Peking University's Institute of Sports Science.
The free or low-cost availability of sports venues for the general public, funded by central finance, has played a significant role in making exercise accessible. As a tribute to the opening day of the 2008 Beijing Olympics, Aug 8 has been designated National Fitness Day, with all public sports facilities and State-run training venues open on that day to the public for free.
In 2015, the central government granted subsidies of 870 million yuan ($131 million) to 1,212 sports venues around the country to ensure they maintain free or low-cost accessibility.
Lin Leping, a square-dancing devotee in her 60s, said the opening of a nearby school playground on weekends has reduced tension between her dancing squad and community residents over the use of public land.
"We now have a safe, designated place to practice. No more conflicts, and our team has attracted more and more participants to work out regularly," Lin said.
