1. The value that people place on exercise and fitness
STUDENTS LEARN ABOUT:
STUDENTS LEARN TO:
Changing attitudes to fitness
Analyse a range of opinions about the value that people place on fitness
Fitness as a commodity

2. The value that people place on exercise and fitness
In the past, people did not need to plan for physical activity - work was much more labour intensive, so fitness was achieved through work.
The introduction of technology to the workplace and home has led to the need for planned exercise to improve health and maintain fitness levels.
Due to the increase in sedentary behaviour and lifestyle diseases, community concern about rising morbidity and mortality rates led to the fitness boom in the 1970’s and 1980’s.
Activities such as fun-runs and aerobics became popular, contributing to improved cardiovascular functioning.
Although the fitness boom and health promotion programs have increased awareness around the importance of physical activity and fitness, statistics show that almost half of the adult population in NSW alone are still insufficiently active.

3. The value that people place on exercise and fitness cont…
There are certain people who must maintain a high level of fitness because of their career.
Professional athletes must have a high level of fitness if they are to successfully compete at the elite level.
In some areas of employment, employees need to maintain a certain level of fitness in order to carry out their duties successfully.
For example, lifeguards, fitness instructors and courier cyclists.

4. Changing attitudes to fitness
The technological revolution over the last 30 years has had a major influence on our level of daily physical activity.
Labour saving devices are now an integral part of our daily life.
Escalators/lifts instead of stairs, remote controls, self-propelled vacuum cleaners, just to name a few.
Entertainment has also become sedentary:
Movies, videos, interactive games and computers take up the majority of people’s leisure time.
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

5. Changing attitudes to fitness
People’s attitudes to fitness are determined by a range of factors, eg:
Age – 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

6. 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.