Lin Songtao 254238712@qq.com SERBIAN fitness enthusiast and entrepreneur Nemanja Bozovic has transformed his passion for health and fitness into a thriving business in Shenzhen. Having lived in China for six years, Bozovic initially worked in trade before shifting his focus to the fitness industry. He now runs a successful private fitness studio that caters to both professional athletes and fitness enthusiasts. In addition to his studio, Bozovic has a fitness supplement brand and engages in the trade of sports clothing. His ventures showcase his ability to navigate China’s growing fitness market while expanding his influence internationally. As the fitness industry continues to evolve in China, Bozovic’s innovative approach to personalized coaching and entrepreneurship may position him as a key player in Shenzhen’s sports scene. From passion to career Bozovic started his China journey in Shandong Province before moving to Beijing and then Tianjin to work in the trade industry. He eventually arrived in Shenzhen just before the pandemic. Now fluent in Chinese, Bozovic emphasized that his desire to learn the language was one of the main reasons he moved to Shenzhen. “I came to Guangdong because most of the clothing industry is here, and I chose Shenzhen specifically to learn Mandarin, as Shenzhen Polytechnic University offered courses for foreigners,” he explained. His long-standing passion for fitness began in 2007 when he started competing in bodybuilding competitions, soon earning several awards in both Europe and China. He now serves as a judge for several competitions. Last year, Bozovic and a Chinese partner opened a fitness studio that focuses solely on private classes. “Many of our clients are professional athletes preparing for competitions, but we also attract enthusiasts seeking specialized knowledge from professional coaches,” he shared. The studio attracts both Chinese locals and expats. In addition to the studio, he owns a fitness supplement brand that sells products on various online platforms. “It’s an international brand, and I’m its sole owner in China. I also have contracts with agents in over 10 countries to sell these products.” Bozovic manages the company’s day-to-day marketing operations, prioritizing connections with people over geographic expansion. “I believe this brand exemplifies successful international collaboration, which ties back to my previous experience in trade.” A maturing market When asked about trends within the Chinese fitness market, Bozovic noted, “The fitness industry in China is still evolving... Many young people are keen to train for health and fitness.” Bozovic also said that Shenzhen’s sports market is becoming more sophisticated. “Before the pandemic, there were many gyms, but the situation changed drastically. Clients became hesitant to commit longterm due to concerns about gym closures. The business model was no longer appropriate.” While the pandemic led to the bankruptcy of numerous chain gyms, it also created a space in which smaller studios like his could thrive. “Our model is more sustainable and reliable, which allows us to offer personalized coaching with a focus on our clients’ success.” When discussing his role as a coach and the impact he has on clients, Bozovic shared, “One client — Tim — left a lasting impression on me. He aimed to transform from a lean physique to a muscular one in just four months to compete in matches. His determination to change his life made us friends — we are more like psychologists than just coaches.” A city of opportunity Bozovic views Shenzhen as an exceptional city, particularly for young entrepreneurs. “It ranks among the best globally for starting a business. I’m not sure everyone knows that!” “The city is dynamic, with various growing industries, and that makes it easier to secure a market share. Additionally, while the cost of living isn’t cheap, it’s still more affordable than Hong Kong or Shanghai — that provides better profit margins.” He is also impressed by Shenzhen’s modern public transportation system. “I live in Futian and can easily travel to my office in Bao’an and back — even stopping by the Longgang warehouse — in one morning. The sheer volume of activities one can accomplish in a day is remarkable.” Looking ahead, Bozovic plans to expand his operations. “We aim to secure more spaces and recruit more professional coaches, allowing us to potentially help another 300 clients in the future.” | 