Rules of engagement

Is the physical activity sector getting it wrong, when it tries to turn inactive people to active ones? Could the real reason for people not exercising be that we aren’t doing enough to change mindsets?

New national research from Active Insight is challenging long-held assumptions about why people struggle to become more physically active. The findings, published in March, suggest the sector may need to rethink how it engages communities. Drawing on 530 responses from a recent Active Insight Consumer Panel survey, the study explored a simple but revealing question: “When you think about becoming more physically active, what thoughts or feelings usually get in the way?”

The results point clearly towards one dominant theme – not cost, not access, but mindset.

Across a broad mix of ages and genders, the most common barrier was feeling too tired or lacking energy, cited by 30.94% of respondents. This was followed by low motivation (25.66%) and health or physical limitations (19.62%). In contrast, more traditional structural barriers such as cost, access or convenience were mentioned by just 16.79%.

This shift is significant, as it suggests that for many people, the challenge is not whether opportunities exist to them, but whether they feel physically and mentally able to engage with them. In other words, the real barrier is one of “Mindset to Momentum.”

THE REAL BARRIER IS ENERGY, NOT EFFORT The findings reinforce the critical insight that people are not inactive because they are ‘lazy’, but they are often simply depleted and haven’t yet made the connection between being more active and feeling like they have more energy with improved sleep.

A commonly held narrative around exercise is that it requires effort, discipline and time, which from the very outset sounds like a significant commitment for most people. This mindset presents a clear opportunity for the sector’s messaging to be different, the messaging must evolve to a position of physical activity not as an energy drain, but as an energy creator.

Short, accessible formats such as 20–30 minute express sessions, “low energy day” classes, and lunchtime re-energisers can help reframe activity as achievable and immediately beneficial. Equally, simple benefi t-led messaging such as “feel better in 30 minutes” may resonate more strongly than performance-driven headlines.

ADDRESSING PSYCHOLOGICAL FRICTION Alongside energy and motivation, the research highlights the importance of psychological barriers, particularly around health concerns and fear of discomfort. Nearly one in five respondents indicated that health limitations or physical constraints prevent them from being more active. Althoughin some cases this will be a physical issue, it can also be a psychological one, with concerns about injury, pain or not being able to keep up creating a significant barrier before participation even begins.

Here, psychological safety can become a narrative that needs more discussion, reassuring and supporting people that exercise “starts where you are” and “progress is at your own pace”, these types of messages can help reduce intimidation and open the door to participation.

RETHINKING TIME AND BUILDING CONFIDENCE While time is often cited as a barrier, the research suggests it is rarely the root cause, instead it is often a secondary barrier behind deeper thoughts about energy, motivation and confidence.

To address this, operators can reduce friction through shorter, structured sessions, simple booking systems and hybrid delivery models that fit more easily into daily life.

Crucially, the data also highlights a confidence gap with 14.1% worrying that they won’t stick to long term activity, while 5.9% say previous attempts have failed. This “adherence anxiety” reflects a lack of self-belief.

A CALL FOR CHANGE

The message is clear, if we are to move more people from intention to action, we must focus less on provision and more on perception. By understanding the emotional and psychological barriers that sit between mindset and momentum, the sector has an opportunity to reshape its approach, making physical activity feel not just accessible, but achievable. If you would like to know more about this research, please reach out to Active Insight’s Julie Allen ([julieallen@active-insight.org](mailto:julieallen@active-insight.org)).