This study, based on the 2020 sports consumption survey data of Lanzhou City, uses descriptive statistics and comparative analysis methods to systematically explore the internal structure of sports consumption and consumption differences among different social demographic groups in Lanzhou is 1,725.58 Chinese Yuan, accounting for 7.35% of total per capita consumption expenditure, indicating a solid market foundation. The consumption structure exhibits typical characteristics of “product-oriented consumption dominating, service-oriented consumption in its initial development, and spectator-oriented consumption lagging behind,” with sports goods consumption accounting for over half (53.61%) of the total. In terms of group differences, residents with moderate income (50,000–100,000 Chinese Yuan), high education level (undergraduate or above), young and middle-aged adults (18–59 years), and female residents make up the core driving force of sports consumption. Based on these findings, this paper proposes strategies to optimize the supply structure, implement targeted marketing, and strengthen policy guidance, aiming to provide theoretical references and decision-making support for unlocking the sports consumption potential in Lanzhou City and promoting the high-quality development of the sports industry.