How can mass participation physical activity events engage low-active people? A qualitative study.
BACKGROUND
Regular, moderate physical activity reduces the risk of mortality and morbidity; however increasing the physical activity levels of less active people is a public health challenge. This study explores the potential of mass participation physical activity events to engage less active people, through analyzing the accounts of participants in 2 events who identified themselves as low-active before entering.


METHODS
Seven participants in a sponsored run and 7 in a sponsored walk were interviewed and transcripts were analyzed using grounded theory techniques.


RESULTS
Participants had positive experiences encapsulated in 3 categories: Performing (physical completion of the event culminating in a sense of achievement); Relating (enjoying relationships); Soaking up the Atmosphere (enjoying the event ambience). The way in which these categories were manifested was affected by the event context.


CONCLUSIONS
Mass participation events have potential to engage low-active people. The impact of participation resonated with factors that are positively associated with physical activity in other settings, and event characteristics matched key criteria for attracting low-active groups identified through social marketing research. Suggestions are given for how to capitalize on the findings for health promotion.
Centre for Self Management Support, Cambridge University Hospitals NHS Foundation Trust, Cambridge, Cambridgeshire, United Kingdom.
Frances
F
Early
Paula
P
Corcoran
D000328:Adult; D000846:Anniversaries and Special Events; D005260:Female; D015438:Health Behavior; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D007407:Interviews as Topic; D008297:Male; D009042:Motivation; D009043:Motor Activity; D036301:Qualitative Research; D012420:Running; D040241:Social Marketing; D006113:United Kingdom; D016138:Walking; D055815:Young Adult