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快评｜为“一老一小”供给更多体育消费新场景_我的网站

致我们终将逝去的青春

一 | Sidharth Malhotra and Kiara Advani became parents to a daughter on July 15, 2025. Now the couple announced the name of their baby girl on social media and fans are as elated as ever. Taking to Instagram, Kiara and Sidharth shared a joint post with the photo of their hands, holding their baby's tiny feet. View this post on Instagram A post shared by KIARA (@kiaraaliaadvani) The post read, "From our prayers, to our arms [prayer emoticon] our divine blessing, our princess." The couple shared that their baby's name is Saraayah Malhotra. The name means God’s Princess and clearly the couple have put a lot of thought into it. Fans and well-wishers have shared heartfelt messages on social media. Varun Dhawan, Karan Johar, Manish Malhotra and more have also dropped hearty comments on the post. "My love and blessings always," Karan penned, alongside heart emoticons. Manish Malhotra also shared red heart emoticons to show his enthusiasm. Sidharth Malhotra and Kiara Advani met during the after party of Lust Stories. However, their romance began when they worked together during the filming of their historical drama Shershaah. They soon went from reel to real lovers. They tied the knot on February 7, 2023. Their dreamy wedding ceremony took place at the Suryagargh Palace in Jaisalmer, Rajasthan. It was an intimate affair with close friends and family in attendance. Their romantic wedding video shared a sweet glimpse of their ceremony. The couple announced their pregnancy in March 2025 through a joint post on Instagram. They shared a picture of their hands cradling a cream coloured knit socks. The caption read, "The greatest gift of our lives coming soon."On the professional front, Kiara was last seen in War 2 with Hrithik Roshan and Jr NTR. Sidharth starred in Param Sundari, alongside Janhvi Kapoor. He is also gearing up for Vvan : Force of the Forrest.Also Read: Delhi Blast: Thalapathy Vijay, Sidharth Malhotra and Other Celebs React to The Tragic Incident。经国务院批复同意，日前，国家体育总局印发《体育强国建设“十五五”规划》（以下简称《规划》），明确提出优化体育业态和消费环境，培育新业态、新场景、新模式，激活“银发经济”“亲子经济”等体育消费增量。到2030年，体育产业总规模突破7万亿元。

二 | 体育产业如何打开“一老一小”这两扇新窗，激活消费新蓝海，既是民生考卷，也是发展命题。

三 | 数据显示，截至2025年末，我国60岁及以上人口已达3.2亿。青少年体育消费市场不断扩大，3岁至9岁年龄组参与体育消费人数比例高达53.4%。一边是“银发族”对健康长寿的迫切期待，一边是亲子家庭对高质量陪伴的消费升级，体育恰好成为连接两端的天然纽带。《规划》将目光投向“一老一小”，切中关键。

四 | 庞大的老年群体，适老化健身服务的供给至关重要。作为全国首创的长者专属一站式运动康养服务中心，截至2025年底，上海长者运动健康之家已建成200家，采取“政府补贴、企业运营”模式，每月69元即可不限次数锻炼。

五 | 银发经济创新场景也不断破土而出。

六 | 定州市威尔特体育用品有限公司的“智慧康养健身产业链”项目，为中老年群体、亚健康人群及慢性病康复患者提供智能化、个性化的运动康养服务；机电职业技术学院与邢台市老年人体育协会签署产教融合项目合作协议，为老年群体构建科学运动、健康监测、社交娱乐三位一体服务平台；石家庄市留营街道区域养老服务中心则把乒乓球室、舞蹈室、健身康复室搬进了社区，老人们自发组建了乒乓球、瑜伽、舞蹈等兴趣小组。

七 | 从科技赋能到产教融合再到社区嵌入，银发体育的“新场景”持续多点开花。

八 | 据《2024年中国银发经济发展报告》预计，到2030年我国老年体育消费规模将突破8000亿元。

九 | 需求在，场景在，市场在，重要的是如何精准对接、规范引导。亲子经济不断升温，“一人参赛，全家消费”正在成为新常态。张家口崇礼将冬奥遗产转化为亲子体育的新场景，“雪如意”青少年滑雪训练竞技中心投用后推出的“滑雪+研学”套餐成为新热点，一人参训、全家参与的度假形态逐渐形成；2026中国家庭帆船赛·秦皇岛国际旅游港站吸引全国40多组家庭参与，赛事主打亲子协作，融合航海科普与本地文旅活动；省第十七届运动会推出的27项惠民举措，涵盖家庭亲子观赛大礼包等。这些鲜活的实践表明，亲子体育消费早已超越单纯的培训消费，正升级为集赛事、研学、旅游、消费于一体的复合型生态。需要看到，新业态的培育不会一蹴而就。银发体育面临专业人才短缺、付费意愿薄弱等现实难题；亲子体育市场则需警惕同质化竞争与服务质量参差不齐。激活“银发经济”“亲子经济”，既需要政策层面的制度供给，如推动场地设施适老化、适儿化改造，也需要市场层面的创新探索，如将运动康养服务纳入医保支付、开发更多“赛事+文旅”融合产品。体育既是守护人民健康、提升生活品质的基础民生工程，又是拉动内需、促进就业、推动高质量发展的重要经济引擎。《规划》将“银发经济”“亲子经济”写入体育产业的“任务书”，是一次精准的供需对表。让老人们能在家门口享受专业健身指导，让孩子们能在赛事中历练中成长，体育产业总规模突破7万亿元的目标才有了最坚实的底座。（张镜）。

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