Despite over 40 years of promoting exercise and fitness to the general population, the majority are still not regularly active and membership retention remains low. Have you ever wondered why it is that most people choose not to move given the multitude of benefits? This provocative presentation will explain the surprising reasons why our industry’s approach to exercise and physical activity keeps consumers stuck in cycles of starting and stopping but not sustaining. Through a graphic-based story, University of Michigan sustainable-change researcher Michelle Segar will explain the science behind why our traditional approach to promoting exercise and physical movement inhibits long-term behavior change and present more strategic ways to cultivate physical activity motivation and participation can be used across fitness and healthcare contexts.