Newcomers plan to muscle in on China's gyms

The nation's fitness industry is growing rapidly, boosted in part by a new wave of workout warriors, who are providing 24-hour availability, personalized training plans and a chic clientele to build their exercise empires. Sun Xiaochen reports.

Every night at about 10 pm, just as the surrounding stores and restaurants are closing for the day, rush hour is beginning at NowFitness, Beijing's first 24-hour gym and workout center.

Entering the well-equipped, two-story facility located in a commercial complex in the capital's eastern downtown, it's hard not to react to the adrenaline rush generated by the scenes on display. The sound of dumbbells smashing together, treadmills buzzing at high speeds and exercisers groaning and creaking competes with a background of electrifying pop music to energize customers and encourage them to work out, no matter what the hour.