Elder fitness activists creating greater profitability

Inukbags, a Canadian backpack brand known for its versatile, multipurpose designs, has discovered an unexpected consumer demographic in China — silver-haired travelers.

Currently in its early stage in the Chinese market, Inukbags primarily sells through major e-commerce platforms such as Tmall, JD and Douyin.

The company plans to open its first standalone retail store in China later this year.

"Our bags are designed not only for mountain climbing, but also for daily commuting," said Shi Xinglei, marketing manager of UTC China Ltd, which represents Inukbags in China.

The multipurpose design and durable function align with the growing trend among urban Chinese residents who are embracing outdoor activities as part of their lifestyle. Despite the rise in outdoor engagement, extreme sports enthusiasts remain a relatively small segment of the overall population.

Originally aimed at outdoor enthusiasts aged 18 to 35, the brand has found that a significant portion of its Chinese customer base is aged 50 and above, according to e-commerce sales data.

"This demographic has significant spending power and ample time to travel," Shi said.

Traditionally, the elderly in China were associated with activities like square dancing and Tai Chi.

However, more members of this age group are now gravitating toward modern sports such as cycling, skiing, tennis and marathons.

According to the China Outdoor Sports Industry Development Report, outdoor activities such as snow sports, cycling, trail running and camping experienced explosive growth over the past year.

Individuals aged 41 and older accounted for over 35 percent of the total participation in outdoor sports. Their desire for more youthful and energetic lifestyles has made activities like cycling, skiing and marathons particularly popular among this demographic.

The aging population in China is also driving a heightened focus on health and well-being, said industry experts.

"There's a growing awareness of health among the elderly, which presents significant opportunities for the outdoor industry," said Tobias Grober, executive director of consumer goods at Messe Munchen and director of ISPO Group.

Grober said the industry should focus on engaging inactive individuals and provide them with accessible ways to participate in physical activities.

"If we can encourage inactive people to become active, it represents a tremendous opportunity for the sports and outdoor community," Grober said.

"Inactivity leads to health issues, which in turn drive up medical costs. The most natural and affordable solution is regular physical activity."

However, Grober said that to tap into this market, the industry needs to shift its messaging and approach.

"Historically, the outdoor industry has focused on extremes — being the fastest, highest or most durable. But if we want to reach a broader audience, including those who have never run a marathon or are new to outdoor activities, we need softer, more approachable narratives."

He suggested that brands rethink their marketing strategies, visuals and messaging to make outdoor activities more appealing and less intimidating.

"It's about creating experiences, not just records or medals," Grober said. "Whether it's a gentle walk in the park or a nature outing, the focus should be on enjoyment and well-being rather than competition."

Grober believes that the industry can unlock significant growth by adopting this inclusive approach over the next 10 to 20 years.

"It's not always about peak performance. It's about creating accessible experiences that resonate with people of all ages and fitness levels," he concluded. "A softer, more lifestyle-oriented approach is key to engaging a wider audience and promoting long-term health."