<p>This study explores how population demographics shape the way people engage with sports consumption across different districts of Wuhan, China. Drawing on a mix of spatial data, field surveys, and interviews, the research takes a multidimensional look at how factors like age, income, and education influence what kinds of sports activities people pay for—and where those patterns are most concentrated. A total of 875 questionnaires were collected, alongside demographic data and GIS-based spatial layers. Analytical tools such as kernel density estimation, spatial correlation metrics, and hot spot mapping were used to identify where consumption patterns were strongest and how they clustered. Satellite data from the VIIRS sensor was used to approximate levels of economic activity through nighttime light intensity, while land use classification helped explain how urban form interacts with consumption trends. The results show a striking spatial divide. In central districts, where populations tend to be younger and incomes higher, sports consumption leaned heavily toward gym memberships (up to 40%) and live event attendance (25–30%). In contrast, areas with older populations showed a stronger preference for purchasing sports equipment, with some neighborhoods reporting rates of 50% or more. Income clearly played a role as well: per capita spending on sports in wealthier central zones was nearly double that of less developed outskirts. Educational background also shaped preferences—those with higher education levels reported broader and more diverse engagement with sports services. These findings suggest that sports consumption in Wuhan isn’t randomly distributed—it reflects deeper demographic and structural patterns in the city. Understanding these dynamics can inform more effective urban planning, policy design, and market strategies, helping ensure that investments in the sports economy reach communities with diverse needs and preferences.</p>