"Being an OEM, we also face all kinds of challenges such as the increase in manufacturing costs," said Ryan Lee, Cowell's general manager. "And after long-term cooperation, we are now capable of design work, and so have become a strategic partner, participating more in ICON's business from manufacturing to R&D and promotion."
The partnership has also turned Cowell into the world's largest fitness equipment maker.
After years of experience in the world market, Cowell is starting to transfer business to the fast-growing domestic market.
The State Council released a nationwide fitness program in its 12th Five-Year Plan (2011-15).
More than 1.2 million local community sports fields, gyms and public fitness facilities are planned.
Since 2011, Cowell has been developing its own brand, called Salud, for the domestic market.
According to Lee, Western consumers like to purchase fitness equipment at big shopping malls or supermarkets, but Chinese people prefer to buy it through specialized shops or agents.
"We are new to the market, but with its big potential, we are willing to face all challenges," he said.
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