Boomers building muscle at the gym — but where’s the passion

6 agosto 2014

Our motivations for exercise, from looking good to having fun, have been evaluated by researchers who find that for the baby boom generation, passion is the most important motivator — a fact the fitness industry should embrace. “The marketing needs to be about passion, around finding deep personal meaning in physical activity,” one author says. “If you watch people playing tennis or slaloming down a hill, they’re not counting calories.”