A Decathlon survey with Consumoteca polled 2,017 people and analyzed over 10 million social media posts, finding that 93% of Brazilians want to exercise but only 44% maintain routines. Lack of motivation tops the barriers at 45%, followed by lack of time (39%) and financial issues (31%). Women report higher issues like harassment.
The survey, covering all Brazilian regions, social classes, and generations, shows sedentarism persists despite widespread desire for physical activity. Additional barriers include lack of company (18%), discomfort with practice environments (15%), and fear of judgment (10%). Among women, 16% have faced harassment or discrimination during exercise.
"Brazilians do not have a problem with sports. They have a problem with the conditions to practice. There is desire, but paths are still lacking to turn it into routine," said Michel Alcoforado, anthropologist and co-founder of Consumoteca.
Benefits extend beyond the physical: 50% link exercise to reducing stress and anxiety, 84% to regaining focus lost to technology, and 66% made new friends through it. Among exercisers, 57% increased frequency last year, and 70% of non-practitioners plan to start in 2026. Walking and weight training lead common practices, while swimming, martial arts, pilates, and beach sports are most coveted.
"The challenge today is not to convince people to exercise, but to make it possible within their reality," stated Liana Kerikian, Decathlon Brazil's Communications and Marketing Director.
