China’s health and wellness boom has driven sportswear growth to a point where it threatens to overtake luxury goods by 2020. In response, the active wear market is rapidly starting to diversify, making room for smaller brands, hoping to capture an increasingly discerning group of Chinese consumers.

This Chinese market is going to be one of the biggest, and people want to have options. The market is shifting in that consumers really want to express themselves and not have the same item as everyone else. For active wear shoppers, working out is less of an event and more of a lifestyle.

Gyms are becoming platforms for fashion and fitness experiences. The luxury and fitness markets seem to have merged. Gyms have members that include famous CEOs of big-name brands. The definition of luxury is changing for China’s rising middle class.

In the past, people bought luxury goods because they wanted to be seen carrying something that represented them and they needed the items to prove their status. But now Chinese consumers are more willing to invest in themselves, such as by traveling, going to cooking classes, or exercising. So it’s not about a bag to show that they have money but more about mental enrichment.