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Published on: March 7, 2019
Characteristics of Canadian Adult Physical Activity Persona Profiles
Heather Hollman1,2, Leigh M Vanderloo3,4, Markus J Duncan3
1Behavioural Medicine Lab, University of Victoria, Victoria, BC, Canada.
Journal of Physical Activity & Health
|May 14, 2026
Summary
Physical activity campaigns need tailoring. Individuals with disabilities and 2SLGBTQIA+ (Two-Spirit, Lesbian, Gay, Bisexual, Transgender, Queer or Questioning, Intersex, and Asexual) individuals are less likely to maintain physical activity. Tailored content is crucial for these groups.
Area of Science:
- Public Health
- Behavioral Science
- Sociology
Background:
- Health promotion campaigns for physical activity (PA) require audience relevance based on intention, behavior, habit, and identity.
- Four persona profiles exist: nonintenders, unsuccessful adopters, successful adopters, and successful maintainers.
- Tailoring campaigns to sociodemographic characteristics is vital for maximizing PA uptake.
Purpose of the Study:
- To assess sociodemographic differences across established physical activity persona profiles.
- To identify specific groups less likely to engage in or maintain regular physical activity.
Main Methods:
- Secondary cross-sectional analysis of 3 pooled Canadian survey datasets (n=8122).
- Persona profiles classified using an existing framework.
- Univariate and multivariate logistic regression analyses examined sociodemographic variations.
Main Results:
- Persona profiles differed across age, gender, sexual orientation, disability, race, and income.
- Disability and sexual orientation were most distinct when compared to "successful maintainers" in multivariate analysis.
- Odds ratios for disability ranged from 1.68-2.51, and for sexual orientation from 1.90-2.14.
Conclusions:
- Individuals with disabilities and those identifying as 2SLGBTQIA+ (Two-Spirit, Lesbian, Gay, Bisexual, Transgender, Queer or Questioning, Intersex, and Asexual) were least likely to enact or maintain PA intentions.
- These under-privileged groups require tailored PA promotion content.
- Addressing unique barriers and facilitators is key to supporting these populations in becoming "successful maintainers" of physical activity.
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