BEIJING—Wang Xiaoxi once aspired to the skinny arms and legs that fit the traditional Chinese standards of beauty. These days, however, she works on toning her quadriceps while clad in Nike shoes and Lululemon gear that cost her 5,000 yuan (about $780). Gym fees set her back another 10,000 yuan for six months. Ms. Wang says her clothes fit...
Gyms are weighing in on China 's fitness craze as women , especially , lead the way in looking for a more toned look . " Crazy gym devils " , as they are marketed in China , are generating a surge in sales for companies such as Nike and Nike , with the firms increasingly focusing their marketing efforts on young Chinese women , in particular , who are now abandoning the traditionally softer silhouettes in favor of a more athleticerobic look .