7 August 2014
The baby boomer generation is continuing to go to the gym, but more out of necessity than for the challenge and enjoyment of physical activity, a new study suggests.
Research published in the International Journal of Wellbeing by James Gavin, a professor in Concordia’s Department of Applied Human Sciences, looked at people's motivations for exercise, from looking good to having fun.
He found that for the baby boomer generation, passion is the most important motivator - a fact he says the fitness industry should embrace as it looks to reduce obesity rates across the world.
Once people connect with their passion, motivation can flow backward to sustain participation in cross-training activities, Professor Gavin explained.
For instance, a person will be keener to put in time on the treadmill if they know it will help them have more fun skiing in winter.
He concluded: "If you watch people playing tennis or slaloming down a hill, they’re not counting calories. The marketing needs to be about passion, around finding deep personal meaning in physical activity."
Posted by Jeanette Royston
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