Given today's societal awareness of obesity and, to lesser a degree, the related chronic diseases, my sense is that most fitness marketing focuses, implicitly or explicitly, on the physical health benefits of exercise. The work of behavior economists, however, suggests that humans are more attracted to short-term gains than long-term gains, which presents profound challenges for marketing the health benefits of exercise programs. As Cornell University Professor John Cawley recently noted at a Campaign to End Obesity event, it's hard to get a 35-year old man to take actions today that might extend the end of his life some 40 or 50 years down the road.

Marketing angles such as, "Extend Your Life Expectancy by 10 Years," are certainly compelling, and may impact a few New Year's resolutions, but probably would not get the majority of Americans out of bed at 6 am for an early morning workout.

We know that exercise is wonderful medicine. And if it were in a pill form, "it would be the most prescribed wonder drug in history." But, unfortunately, exercise is not only medicine, it's also considered work by most people - and humans prefer that work be rewarded sooner rather than later.

To further complicate marketing efforts, many of the health benefits of exercise are prevention-focused, which means that a person may need to feel susceptible to a disease before appreciating the preventive benefits of exercise.

Of course, the physical benefits of exercise are powerful and immediate, and should be trumpeted in marketing efforts to parents and children, but there is another very compelling message that often seems overlooked by marketing and promotion teams.

And it's a message that should be very attractive to parents.

Exercise improves mental performance. Very quickly.

It can, for example, improve your memory, increase your ability to perform complex tasks, increase your auditory and visual attention and, perhaps most significantly, reduce stress and anxiety.

According to Dr. John Ratey, author of Spark: The Revolutionary New Science of Education and the Brain, "There's sort of no question about it now. The exercise itself doesn't make you smarter, but it puts the brain of the learners in the optimal position for them to learn."

For example, a recent study suggests that 30 minutes on a treadmill may improve student performance on problem-solving exercises by 10%.

I believe the mental health benefits of exercise present profound and underutilized marketing opportunities for physical activity providers.

Just imagine the taglines...

• "Improve Your Child's Test Scores"
• "Be Happier Today"
• "Feel Smarter in Just 30 Minutes"
• "Be More Productive at Work"
• "Improve Your Memory"
  

Taglines like these are aimed directly at some of the most fundamental aspirations of our culture. Yet these are benefits not generally associated with exercise. As more parents come to understand the mental health benefits of exercise, for their children and for themselves, I believe the culture of physical activity will grow exponentially.

Is your organization promoting the mental health benefits of exercise? What works?

One measure of the richness of any community is its diversity. Variety of geography, age, ethnicity, culture and other traits is at the heart of American life and values.

As diverse as we are, though, and as differently as we choose to live, we have much in common. Deeply rooted in our shared, human physiology, for example, is the need to move. We all benefit from physical activity and exercise. Whether in a schoolyard or a nursing home, condo or campground, in the pink of health or post-chemo, the power of exercise can help us keep healthy or recover. The research is unmistakable, but more compelling for most people is the empirical evidence - how good they feel when they get regular exercise for recreation and as part of daily living.

But, how to get everyone to understand the need to be physically active? How to ensure they have ample opportunities to exercise, and how to motivate them to do it? The answers, fortunately, are as diverse as our communities themselves. I was reminded of this on May 31, when we kicked off the second World Congress on Exercise is Medicine with a community walk in Denver. Everyone - from schoolkids to the Senator to the "Biggest Loser" star - had a great time, and finished the walk just a bit healthier than before.

Just move!

At heart, physical activity is about movement. As two-legged creatures, we are made to walk. The setting may be a mall, trail, sidewalk or office park. No gym membership or special equipment needed; shoes are optional but recommended. The pace may be slower in the retirement home than the high school, but the benefits are just as real. Accumulating daily steps toward the Federal Physical Activity Guidelines is a big contribution toward better health for all. We should share the Guidelines widely and help people find ways to meet them.

But, walking isn't everyone's cup of tea, and it isn't enough for some. Communities with plenty of parks and playgrounds, sports leagues for all and safe, walkable neighborhoods have a leg up and tend to measure better on the ACSM American Fitness Index.

The "Law and Order" Principle

Crime shows tell us the perpetrator needs motive, means and opportunity. Same for exercise: We need to tell our diverse communities why they should be physically active; provide a variety of ways for them to enjoy activity, and help them fit it into daily life. If a personal trainer is too costly, let's offer free or low-cost classes at community centers. When it's too cold to jog, open a skating rink. Those who aren't up to running the mini-marathon can do the 5K family walk.

When the community's health is a priority, people find ways to encourage healthy lifestyles. The challenge is for each of us - government, businesses, nonprofits and community groups of every stripe - to find what works for us and then make it happen.

What can you do to foster active lifestyles in your community?

Smiles abound in the Midwest and throughout the country as things green up and warm up outdoors. Warm weather invites people to be more active, delighting in options that winter weather doesn't afford. While playing and moving outside are enjoyable in themselves, recent research gives even more reasons. Here's a glimpse of what participants learned from the many topics covered at the recent ACSM Health & Fitness Summit & Exposition. You might keep these in mind as you make plans to enjoy May, with the complementary themes of Physical Activity Month and Exercise is Medicine Month.

Sitting still is hazardous to your health

The new science of sedentary behavior, or "inactivity physiology," provides sobering evidence that merely sitting can be hazardous to your health. Len Kravitz, Ph.D., reported on research by Dr. Steven Blair and others, showing that adults and children who spend 70 percent or more of each waking day working at a desk, riding in a car, watching TV or working at a computer are particularly at risk. He explained that sitting results in dramatic drops in lipoprotein lipase, which captures fat from blood and uses it as fuel. This leads to soaring levels of triglycerides, elevated risk of cardiovascular disease and lower levels of good cholesterol. I've seen how exercise improves all those conditions in my patients.

"Miracle-Gro for the brain"

Many of us love to garden, whether for exercise, aesthetics or nutrition. At the summit, Dr. Terry Eckmann appealed to that interest with a vivid simile for the boost that exercise gives to cognitive functioning, saying it's "like Miracle-Gro for the brain." A protein known as brain-derived neurotrophic factor (BDNF) is behind the phenomenon. BDNF increases the growth of brain cells and improves brain functioning. The brain uses about 20 percent of the body's supplies of oxygen and glucose, and exercise boosts the cardiovascular system's ability to deliver them.

Worksite wellness pays off

Employers must tend to the bottom line. Those who implement worksite wellness programs are seeing healthy returns in terms of dollars saved, worker productivity, reduced absenteeism, and other measures. George J. Pfeiffer, president of the WorkCare Group, said most companies see a net return on investment in three to five years. For some, the ROI is as high as six-to-one. Pfeiffer and other panelists reviewed case studies from Target, Chevron, Northrop Grumman and Clark Security Products. Their key suggestions include:

• Value worksite wellness. Understand and communicate all the benefits of worksite wellness - financial and otherwise.
• Communicate a culture of health. Using formal and informal communication channels, develop a transparent brand for your health management strategy. Focus on vitality and well-being.
• Engage your organization from the top down and from the bottom up. Encourage employee engagement by getting buy-in from top and middle management. Also allow for employee volunteers to be your wellness champions within the company.

How can you observe Physical Activity Month at home, at work and elsewhere?

Resource: International Association for Worksite Health Promotion