21-04-2025
Indonesia's $2.3bn fitness craze has businesses flexing financial muscles
JAKARTA -- Sheila Hanifa, a 29-year-old petroleum engineer in Jakarta, began a daily fitness routine during the COVID-19 pandemic, and has been expanding her exercise regimen ever since.
What started out as casual running in 2021 has evolved into a broader fitness lifestyle, on which Hanifa spends more than 5 million rupiah ($300) monthly -- including for a gym membership, personal training sessions, yoga and Pilates classes, workout apparel and supplements.
