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The Value That People Place On Exercise and Fitness
The Value That People Place On Exercise and Fitness
A report by the NSW Centre for Physical Activity and Health (2007) found some improvements in people’s levels of physical
activity. Some findings include:
Sufficient level of physical activity for 16yrs and above between 1998 – 2005
Increase in walking – possibly due to increased media coverage of obesity
Change in commuting behaviours (walking to work and an increase in petrol prices are thought to have contributed to the increase in
physical activity levels)
Increase awareness and understanding due to health promotion campaigns
CHANGING ATTITUDES TO FITNESS
People’s attitudes to fitness are determined by a range of factors, eg:
Age – 18-29 years are the most physically active
Gender – males are generally more active than females
Family – parents who are active and support them in their activity generally value fitness
Peers – attitudes of a person’s peer group can put pressure on the individual
Media – can have a positive impact by raising awareness of the benefits and the variety of fitness choices out there
Past experience – what adolescents experience within a school setting can influence their decisions
Cultural – women of non-English speaking backgrounds tend to be more sedentary – not enough social support
Socioeconomic status – lower level of education, lack knowledge about benefits of fitness
FITNESS AS A COMMODITY
The commodification of exercise and fitness became increasingly apparent during the fitness boom of the 1970’s and
1980’s.
The need for everyone to participate in activities that improved their health became apparent to not only individuals,
but to the community, government and business sectors.
Companies recognised that fitness could be a profit-making commodity - Fitness centres were quickly established
The high community profile of fitness has created a growth industry in which everything from deodorant, energy
drinks to clothing are essential for a person to achieve the fitness they desire.
Aerobics and fun runs were the main focus in the ‘fitness boom’. Companies such as Nike and Reebok took
advantage of the situation as a profit-making commodity and produced items such as leotards, tights, shorts, socks,
headbands, wristbands, shoes and tracksuits. This sent the message that you needed to look the part to achieve you
desired goals.