A new study into the nation’s attitudes towards health and fitness has shown that the greatest barrier preventing people from exercising was not a lack of convenient facilities, but a lack of time.

The Health of the Nation survey, conducted by Deloitte and research agency TARP, spoke to more than 10,000 UK adults and found that while 95 per cent accepted there was a link between exercise and good health, nearly 50 per cent admitted they were active for less than the Chief Medical Officer’s recommendation of 30 minutes a day, five times a week.

More than 75 per cent of respondents said that lack of convenient facilities was not to blame for their inactivity, with over 60 per cent reporting that work and other commitments were the main barrier to exercising.

More than 50 per cent said they had never been a member of a fitness club or leisure centre.

“The conclusions of the survey have profound ramifications for government and employers,” said Andrée Deane, CEO of the Fitness Industry Association (FIA).

“The fact that the results contradict the strategists’ belief that a major catalyst for consumers to exercise is the need to be within 20 minutes of an exercise facility, suggests that the government should invest in improving utilisation of existing facilities rather than building new ones.”

She added that the fact that 95 per cent of people recognised the benefits of exercise but that 50 per cent had never joined a gym represented ‘enormous market potential’ for health and fitness operators to tap into.

“Our results show building more facilities is not the solution to increasing the amount people exercise,” said Deloitte partner Adrian Balcombe.

“The challenge for government, health clubs and leisure centres is to find new ways to motivate people by making physical activity more fun and social.”