In-Home Sports Tutors in Hot Demand Among Ambitious Families

This summer, “tiger parents” across China are in fierce competition to book home-visit sports coaches. For just a few hundred yuan, a trained athlete—often equipped with professional gear—will arrive at your doorstep to deliver personalized, efficient, and convenient sports training. Most students are primary and secondary schoolers, and the “training ground” is often just downstairs in their own residential complex.

With physical education scores playing a growing role in secondary school entrance exams, parents are taking sports training more seriously than ever. Demand for athletic student coaches now exceeds supply, and specialized sports training institutions are rapidly emerging. This has given rise to a flexible “sports delivery” service model—along with some safety concerns. But if executed well, it could evolve into a large-scale, sustainable industry.

The Rise of “Sports Delivery”

On an August morning at 8 a.m., Xiao Hai is jolted awake by his alarm. Within minutes, he’s packed his training gear and is on his way from Beijing’s East Fourth Ring Road to Haidian District, 25 kilometers away.

After more than an hour in transit, he arrives at a small sports space inside a residential compound. An 11-year-old student and their parent are already waiting. “Coach Xiao Hai!” the child calls out brightly. After a brief greeting, Xiao Hai leads the warm-up with high-knee drills, preparing for a 50×8 shuttle run session.

Born after 2000, Xiao Hai is a student at Beijing Sport University and a nationally certified first-class athlete in track and field. Since his freshman year, he’s been leveraging contacts from senior classmates and teachers to offer private sports lessons to school-aged children.

With the national education system placing greater emphasis on students’ physical fitness, physical test scores now carry significant weight—30 points from the live test are directly factored into the high school entrance exam. For many families, this has made sports “tutoring” a must-have.

Over the years, Xiao Hai has coached 1000m runs, standing long jumps, major ball games, martial arts, and fitness boxing. He’s even invested in his own training equipment.

While running sessions are straightforward, there have been hiccups—like the time a volleyball rolled out of the subway carriage right as the doors closed, leaving him helplessly watching it disappear.

He’s also worked part-time at training centers, where agencies handle recruitment and split fees—usually 70% to the agency, 30% to the coach. For a 90-minute session priced at ¥400–¥600, Xiao Hai would take home ¥100–¥150. But as parents began contacting him directly, his rate jumped to around ¥300 per session, without the middleman’s cut. During summer, he handles four to five sessions per week, earning about ¥4,000 a month.

His results speak for themselves: one overweight middle schooler initially clocked 5:14 in the 1000m run. After two years of consistent home training, he improved to 3:50—earning a perfect score for the event (anything under 4:05). His delighted parents rewarded Xiao Hai with an extra ¥1,000 bonus.

This home-based coaching model is catching on in cities nationwide. In Shanghai’s Pudong District, Ms. Liu hired a sports student to train her son in jump rope on the local playground—at ¥200–¥400 per session, noticeably cheaper than Beijing rates. In Hangzhou, one coach’s summer schedule was so packed that some days ran from 6 a.m. to 10 p.m., with rainy-day sessions moved to underground garages.

Public training often draws spectators, with curious parents asking if they can “split” sessions to save costs. In Wuhan, three parents formed a sports “group delivery” service—sharing a coach three times a week for under ¥80 each per session.

Market Demand Fuels Sports Institutions

The popularity of “sports delivery” is being fueled by physical education exam policies across multiple regions. More parents now recognize that sports training is a long-term commitment, not a last-minute cram.

For busy dual-income families, the model also solves time constraints—bringing the training to the child’s familiar environment, with customized programs to address issues like low stamina, obesity, or poor vision. It also eliminates the upfront bulk purchases required by traditional training centers, charging instead on a per-session basis, which better fits modern consumer habits.

In Beijing, demand for part-time sports student coaches far exceeds supply. Xiao Hai is in several job group chats where institutions post daily openings—more than anyone can take on. In Shandong, sports education student Shao Chen has built a five-person home-coaching team, charging just over ¥100 per session. In Shijiazhuang, one sports venue owner has pivoted his entire team into professional home coaches—and even with nearly 30 people, they can’t meet demand.

In essence, “sports delivery” is an O2O (online-to-offline) service variant—akin to the recent surge in home massage, manicures, pet care, home organization, and private chef services. In 2023, China’s O2O market reached ¥2.7 trillion, with forecasts suggesting it will exceed ¥5 trillion by 2027.

Yet, acceptance remains highest in Beijing and southern coastal cities. In less familiar markets, coaches often self-promote via social media videos showcasing their teaching to attract clients.

Platforms are also emerging to bridge supply and demand. For example, Beijing-based Le Shi Sports launched its mini-program in late 2024 to connect certified coaches with parents. Using the platform, coaches can avoid self-marketing hassles, while parents gain more choice and lower prices—up to 40% less than nearby training centers, with further savings for group sessions. The platform now spans over 100 cities, hosts 3,000+ professional coaches, and has surpassed 200,000 users.

Regulation Needed for Sustainable Growth

Like other rapidly expanding service models, “sports delivery” faces challenges from the lack of standardized oversight.

Venue issues are common. Xiao Hai once brought students to his university’s track, until the venue began charging ¥80 per day—affordable for many parents but still prompting him to seek free public alternatives. While newer residential complexes often have sports facilities, older neighborhoods may require scouting nearby parks, all while ensuring safety from traffic and falling objects.

Certification is another concern. According to a 2021 National Sports Administration guideline, instructors must hold at least one of six official coaching certifications. But in the direct-hire “sports delivery” model, verifying credentials can be difficult for parents.

Some parents have been disappointed—like one who paid for volleyball lessons only to see no improvement in technique, or another whose child sustained a knee injury from incorrect jump rope form due to poor coaching. Few independent coaches carry first-aid kits or have medical training.

Xiao Hai advises parents to purchase accident insurance for their children before training. Larger training institutions often bulk-purchase insurance and have stricter hiring criteria—requiring certifications and coach training to ensure safe, responsive instruction.

Without proper safeguards, some families have struggled to claim refunds or compensation. One Shanghai father prepaid eight sessions, only for the provider to vanish without notice.

The Road Ahead

Economically, “sports delivery” offers new job opportunities for young athletes and delivers mutual benefits for both coaches and families. But without clear regulations on licensing, safety, and dispute resolution, the industry risks falling prey to “bad money driving out good.”

Some platforms, like Le Shi Sports, are already implementing multi-step vetting—requiring ID, certification, facial recognition, and sample lesson videos before listing coaches.

China’s sports industry reached ¥3.67 trillion in 2023, growing at an average annual rate of 10.3%. With the sports services sector—led by competitive events and fitness—accounting for over 72% of added value, “sports delivery” may be a small slice now, but it holds real potential for platform-driven, large-scale growth.

Ultimately, however, sports training is about habit-building. Parents shouldn’t rely solely on “sports delivery” but should actively participate in their children’s practice. Making physical activity a shared family pursuit can foster not just higher scores, but a lifelong love for sports.