Adventure activities see rise in popularity with larger enthusiast group

With his helmet on, 38-year-old Li Dezhi squeezes the motorcycle clutch lever at full grip, presses the start button and waits for the exhilarating sound of the engine firing.

The CEO for Aosheng Extreme Distributor on weekdays and a semi-professional off-road motorcyclist on weekends, Li said riding in the dirt away from the city and performing jumps and stunts gives him a feeling of freedom and mental stimulation.

Li isn't the only fan of adventure sports. Outdoor adventure activities, such as off-road motorcycling, rock climbing and caving, are gaining increasing popularity among Chinese consumers, and a burgeoning market in China has formed around these activities.