China’s third-space playbook for Gen Z

Subscribe to Jing Daily Pro for one report download per year, or upgrade to Jing Daily Intel ($45/month) for four downloads. As Gen Z consumers in China’s tier-one cities look beyond malls and nightclubs, sport is emerging as a new “third space” — one where identity, aesthetics, and community converge. Cycling and running have become social rituals as much as athletic pursuits. For brands, they offer a blueprint for building community-led physical experiences that digital channels cannot replicate. On Xiaohongshu, the hashtag #cyclingstyle has accumulated 872.6 million views, with Gen Z users sharing outfits as readily as scenic routes and technical tips. For this cohort, cycling is as much a form of curated self-expression as it is a sport. The rise of no-drop culture Chinese Gen Z consumers are organizing collective rides through fitness apps such as Keep, Joyrun, and Gudong, as well as WeChat groups. These “no-drop” group rides and 5K social runs function simultaneously as networking events, fashion showcases, and low-pressure wellness gatherings. “For young consumers, sport has evolved far beyond physical exercise. It’s tied to identity, belonging, emotional well-being, and personal values,” says Olivia Plotnick, founder of Shanghai-based marketing agency Wai Social. This shift reframes the commercial opportunity. Today’s sports consumer is not simply buying leggings or a carbon-frame bike — they are buying into a lifestyle ecosystem. Brands that recognise this are designing spaces and programming that blur the lines between retail, café culture, and club membership. Lululemon’s community blueprint Few brands have executed this as consistently as Lululemon. Since opening its first stores in China in 2016, the brand has embedded community-building into its operating model. Its three-tier structure — store-level classes, regional events, and landmark mega-events — offers both everyday touchpoints and milestone moments. Crucially, events are free, lowering the barrier to entry for Gen Z consumers and encouraging repeat participation. The strategy transforms stores into community spaces, reinforcing loyalty through shared experience. London-based cycling brand Rapha is taking a hospitality-led approach to retail. Its Shanghai Clubhouse, located at No. 20 Donghu Road in a restored 1925 mansion, combines interiors of white oak, walnut, and ceramic tiling with performance wear and a café. More than a store, it functions as a community hub where cyclists gather before and after rides. The Rapha Cycling Club counts more than 400 members across Shanghai and Beijing, and this year’s Women’s 100 ride drew over 1,000 participants across mainland China. “Our newly opened Shanghai Clubhouse is situated in a part of the city that’s increasingly popular with young people looking for a blend of cultural depth and social engagement,” says Ariel Huang, Rapha’s general manager for China. “We’re particularly encouraged by the strong turnout from younger cyclists.” When wellness meets retail Cross-industry collaborations are further expanding what a third space can be. Running brand Hoka partnered with Shanghai herbal gelato shop Zhongyaotang in late 2025 on a Traditional Chinese Medicine-inspired pop-up. Participants received pulse checks from TCM practitioners, selected limited-edition gelato flavors matched to their diagnosis, then set off on a community run — merging athletic culture, heritage wellness, and experiential retail into a single activation. The lesson for brands is clear: Gen Z consumers in China’s tier-one cities are seeking spaces that feel participatory, aesthetically considered, and values-aligned. Whether through cycling cafés, run clubs, or wellness-to-coffee rituals, the opportunity lies in cultivating environments where consumers do not just shop — they return.

Sectors

Insights

Company

China’s third-space playbook for Gen Z