Buoyed by the opportunity for a fresh start in the marketing initiatives in the coming year.
According to the survey, 72 percent of Americans want to commit to exercising more frequently during the next 12 months than they did in 2010. More than 80 percent of adults between the ages of 25 and 34 expect to be more physically active in 2011; that figure dips to 73 percent for adults 35 to 44 and 65 percent for adults 55 to 64.
Young adults blame a busy social agenda for affecting their ability to exercise regularly, while older adults cite a general lack of sustained interest and job or family concerns as key factors derailing their fitness progress. Younger adults are less likely than all other age groups to cite lack of desire as their primary roadblock. "Young adults may be more enthused about meeting people and looking good, but their dedication to getting fit is also driving long-term health benefits," says Tony Wells, chief marketing officer for 24 Hour Fitness.
Other survey results:• Losing weight (36 percent) ranks as the greatest motivator to exercise regularly, followed closely by appearance improvements (35 percent).
• Men (11 percent) are more than twice as likely as women (5 percent) to cite improving athletic abilities as a key driver of regular exercise.
• Men are more likely than women to cite portion control (14 percent to 11 percent) and eating the right kind of food (19 percent to 11 percent) as challenges to their general health and fitness.
