Fitness market in Korea is getting bigger and various active sportswear brands are extending its field to professional fitness wear, however, studies about fitness wear have not done so far. Therefore, this study aims to analyze consumer's lifestyle, the benefits sought of fitness wear and to see how the lifestyle influences to fitness wear benefits sought, fitness involvement, fitness activity and fitness wear purchasing behaviors. The object of the study are as follows: First, examine the effect of lifestyle upon benefits sought of fitness wear. Second, examine the effects of lifestyle on fitness activity involvement Third, examine the effects of lifestyle on fitness activity. forth, examine the effects of lifestyle onto fitness purchasing behavior Fifth, examine the influences of demographic variables on lifestyle. The results of this research were as follows 64.1% of the respondent is taking part in fitness activity at least twice per a week and the purpose is turned out to be health-related one like losing weight or promotion of health in most of the cases.