Doing Now

About Doing Now

Dongyin Sport, operating under the name Doing Now and the domain dongyin.net, is a significant player in China's youth sports education sector. The company was established in 2011, originating from a single basketball training class in Harbin, founded by CEO Na Liwei. From its inception, the company has demonstrated a clear trajectory of expansion and diversification.

The business focuses on providing sports training services for children and adolescents aged 4 to 17. Its core offerings include programs in basketball, badminton, tennis, and football. Dongyin Sport operates on a direct-to-consumer model, generating revenue primarily from fees for its training courses. These courses are delivered through a dual approach: weekly in-person classes at its facilities and supplementary online video lessons for home practice. The business model relies on pre-paid course fees, which provides significant cash flow but also creates a liability to deliver the services paid for.

The company's history is marked by rapid growth and strategic milestones. After its founding in 2011, it expanded into major cities like Beijing and Shanghai by 2012. It began adding new sports categories in 2014 and relocated its headquarters to Beijing in 2016 to fuel further growth. A pivotal moment came in 2017 when Dongyin Sport secured a substantial Series B funding round of 500 million RMB, led by Yao Capital, a fund co-founded by basketball star Yao Ming. This was preceded by a 300 million RMB Series A round in 2016. To enhance its brand and technical offerings, the company appointed former NBA star Tracy McGrady as its Basketball Technical Director and former world champion Wang Shixian as its Badminton Technical Director in 2018. By 2019, the company had launched its own app, further integrating technology into its service delivery. Despite its growth, the company has faced operational difficulties, with reports of store closures in several cities in late 2023 due to business challenges.