Why is it so difficult for most of us to be physically active? The benefits of exercise are well established – and so is the cost of failing to adhere to regular physical activity. According to estimates from the WHO, physical inactivity is the world’s fourth leading risk factor for death . Yet the overall prevalence of inactivity and sedentary behavior, at least in industrialized countries like the US, appears to only be increasing . It is decidedly not due to a lack of social recognition of the merits of physical activity. Every single one of you who is reading this right now already knows that exercise is good for you, right? It is also not due to a failure to educate and promote it on the part of government and public health agencies. There is a complex web of intangible barriers that stand in the way for most people to meet recommended levels of physical activity. But the fundamental problem is that physical activity is not embedded into our lives. Americans spend an a