Sport, as a social institution and modern phenomenon, has been recognized as a potent tool for women’s liberation in their fight against gender oppression. However, during the Maoist era, women’s bodies and sports were instrumentalized by the state, socially appearing strongly masculine. Since the reform and opening-up, women’s bodies have been liberated from the politicized management during the Maoist era, and fitness activities seem to have built a space of effective resistance to instrumentalization. The market-oriented transformation has substantively facilitated the development of capitalist dynamics within Chinese society, allowing market logics to increasingly dominate social relations and individual life trajectories. As a result, women’s bodies were re-bonded by the new constraint: the interaction between capitalism system and patriarchal structure, which leads to the complexity of women’s sports development. During this time, commercial fitness goods and services have emerged as a crucial means to support women’s sports participation. Women’s fitness consumption, thus, represents an appropriate domain for interpreting the multifaceted nature of contemporary women’s sports development. From a perspective of the interaction between suppliers and consumers in the market, the research shows that, market’s self-regulating mechanism has contributed to suppliers’ various offerings that cater to women’s individual fitness needs. This supports women’s development, reduces social barriers to women’s sports participation, develops a female-centric sports narrative, and expands female-friendly public sports spaces in China. However, meanwhile, fitness-oriented women’s emotions, attention, experiences, and bodies have been incorporated into capital’s tracks of circulation and accumulation and transformed into means of production and objects of valorization, which reproduces the gender inequality. Capital constructs the predetermined choices and ideals of women’s fitness, and commodities gradually act as agents for women’s expression and practice, suppressing their authentic, intrinsic experiences in physical practice and the potential for their critical social solidarity in the existing male-dominated sports domain.