Insufficiently active 45-54 year olds

This group is not committed to being active every day.

They are more consumed by other factors, such as family and career. Cost is a factor and lower income households are at risk of dropping their activity levels further.

1.6 million people51% of 45-54 year olds

2.6 Average number of sessions per week

2 Average number of different activities

Characteristics

• Not overly competitive
• Self-conscious being physically active in public
• Cost and other commitments are factors in their sport and physical activity choices
• Less likely to have a weekly physical activity routine.
• Strong resistance to being committed to set times and a routine
• Want to be able to change plans without guilt
• Feel embarrassed by exercising in public (mostly women).