Adoption of healthy behaviors by consumers is an important policy goal in both the US and Canada. Physical fitness has been identified as one such goal, yet few studies have explored the motivation for healthy individuals to become long-term, committed exercisers. In this study, in-depth interviews were conducted with women who were members of health clubs. Committed exercisers appeared to have undergone an experience of self-initiated change described in the clinical-psychology literature. They also reported changes in self-concept and social networks. On the other hand, intermittent exercisers focused only on short-term goals. Implications for social marketing programs include the need to (a) focus on reinforcement of a new identity rather than initial decision-making, and (b) disassociate exercise from specific weight-loss goals.
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