WHY DO PEOPLE GET ACTIVE?
A research project, led by Active Insight, aims to provide a better understanding of why – and how – people engage with physical activity
For the past four years, Active Insight has delivered exclusive research and intelligence for Max Associates, one of the UK’s leading specialists in strategic outcomes planning, feasibility studies, alternative management approaches and leisure procurement. The collective aim is to help the sector better understand how people engage with physical activity, and what it will take to encourage communities to move more, more often. With inactivity, health inequalities, and rising service costs continuing to challenge systems nationwide, insight-led decision-making has never been more essential.
The latest analysis sought to explore the drivers and barriers that shape how communities think about physical activity and their use of leisure facilities. The research examined what people value most when becoming more physically active, the factors influencing membership or visitation to local leisure centres, and what could persuade them to engage more in walking, open spaces and community based activity. Responses were reviewed across gender, age, motivation type and activity level, allowing a deeper understanding of how different groups think and behave.
The research reveals a strong national appetite for movement
This evidence enables councils, operators and system partners to align strategy, spending and service design with the needs and realities of the public, which is a critical step in increasing activity levels and reducing physical inactivity.
Max Associates and Active-Insight Key findings
BRIEFING
Financial barriers were also significant with 29% citing cost as a key obstacle
KEY FINDINGS – WHAT THE DATA TELLS US The research reveals a strong national appetite for movement with 90% of respondents reporting a positive attitude to physical health, while 78% believe physical activity is important or very important and 89% saying they are interested in becoming more active. Current participation from the respondents found that 46% achieve at least 75 minutes of moderate activity weekly and 63% class themselves as active for 30 minutes or more per day.
Looking at the most influential drivers of behaviour, facility quality, activity choice and cost were ranked highest. Financial barriers were also significant with 29% citing cost as a key obstacle, rising to 68% among inactive respondents, compared with 54% in active groups. Time was the single greatest participation barrier affecting 56% overall.
Differences by gender and age were particularly notable. Women prioritised accessible, high-quality facilities more than men (87% vs 78%) and expressed much greater safety concern around walking (61% vs 47%). Safety and infrastructure mattered most for adults aged 25-45, whereas the 45-64 group placed higher value on organised community activities.
Indoor activities remained particularly dominant across responses, especially swimming, gym exercise and group exercise classes, whilst walking, cycling and running remain widely used but under-leveraged opportunities for low-cost, scalable health improvement.