Background: The “Double Reduction” policy changed the education market landscape overnight in China. This study aimed to develop a strategic development model for the sports education market within the context of the “Double Reduction” policy. Methods: This study employed a hybrid model of SWOT (strengths, weaknesses, opportunities, and threats) and AHP (analytic hierarchy process). First, SWOT factors were identified by a literature review and survey. In 2022, 30 managers and 251 parents from Changsha and Tianjin were surveyed regarding the sports education market. Second, five decision-makers from the Changsha sports education market performed a pairwise comparison of the AHP analysis, which was used to determine weights, consistency ratios, and intensities of SWOT factors. Third, the strategic vector method was used to develop the strategic development model. Results: Sixteen SWOT factors were determined. The strategic quadrilateral’s center of gravity is positioned in quadrant II (−0.0595, 0.0246). The strategic azimuth is 157.5°, and the strategic coefficient is 0.49. The strategic vector is located at the striving zone of the adjustment type. Conclusions: A conservative business strategy should be implemented in the current sports education market. Four novel strategies were proposed to support the high-quality development of the Chinese sports education market.

ObjectivesParticipation in mass sports is one of the most efficient strategies for people to attain physical and mental health in China. Prosocial behavior has a positive effect on social development. This study developed a conceptual model with mass sports activity as the independent variable, prosocial behavior as the dependent variable, and flow trait and subjective wellbeing as the mediating variables.MethodsParticipants (N = 351) completed an online survey. Mass sports activity, flow trait, subjective wellbeing, and prosocial behavior were measured using the physical activity rank scale-3 (PARS-3), short dispositional flow scale (SDFS), index of wellbeing (IWB), and prosocial tendencies measure (PTM), respectively. Descriptive statistics compared differences between sports population (PARS-3, ≥ 36) and non-sports population (PARS-3, <36). Mediation effect was analyzed using the PROCESS (Template, Model 6).ResultsSports population scored significantly higher (all P ≤ 0.05) on SDFS, IWB, and PTM than non-sports population. Participation in mass sports stimulated flow trait and thus improved prosocial behavior, with a mediation effect value of 0.061 (95% CI, 0.028–0.104), which accounted for 30.18% of the total effect. Participation in mass sports enhanced subjective wellbeing and thus improved prosocial behavior, with a mediation effect value of 0.044 (95% CI, 0.007–0.090), which accounted for 21.96% of the total effect. Flow trait and subjective wellbeing mediated the relationship between mass sports activity and prosocial behavior in a sequential manner, with a mediation effect value of 0.059 (95% CI, 0.035–0.090), which accounted for 29.23% of the total effect.ConclusionThe preliminary results of the mediation model validated the hypothesized sequential links between mass sports activity, flow trait, subjective wellbeing, and prosocial behavior. Greater participation in mass sports increases the likelihood of prosocial behavior.

ObjectivesHealth communication campaign that promotes physical activity may aid in reducing the prevalence of childhood and adolescent obesity in China. This study examined the effects of message framing and psychological distance on the exercise attitude of Chinese adolescents, along with the interactive role of risk perception.MethodsParticipants in this study were between 10 and 19 years of age. Three experiments were conducted independently. In experiment 1, 76 participants were recruited to assess the effectiveness of message manipulation. In experiment 2, 40 participants were recruited to compare the effects of gain- and loss-framed messages on the exercise attitude. In experiment 3, 37 participants were recruited to explore the interaction between message framing (gain vs. loss), temporal distance (proximal vs. distal), and risk perception (low vs. high) on the exercise attitude. Exercise attitude and risk perception were assessed by Likert-type questionnaires.ResultsThere was a significant main effect of message framing (P < 0.05), with the gain-framed message inducing a stronger exercise attitude than the loss-framed message. There was a significant main effect of temporal distance (P < 0.05), with the proximal temporal distance condition inducing a stronger exercise attitude than the distal temporal distance condition. In addition, a significant interaction (P < 0.05) was observed, and the perception of obesity-related risk was a crucial moderator of the message framing and temporal distance. Regardless of whether they were exposed to a gain- or loss-framed message, the proximal temporal distance condition induced a stronger exercise attitude in participants with a high risk perception (P < 0.05).ConclusionMessages promoting exercise that are framed as having a near-future gain effect and that emphasize disease risks are effective in motivating adolescents to engage in physical activity.