The aim of this study was to find out what issues are relevant for negative physical activity attitudes among women aged 30-50, in which situations and environments negative physical activity attitudes arise, and to examine how negative physical activity attitudes could theoretically be avoided.

The research was carried out as a qualitative study based on the principles of data-driven content analysis. The theoretical framework is based on themes emerging from the data. The research methods used were thematisation, classification and, inspired by the richness of the data, the narrative method, in which the stories of three typical "exercise haters" were described through three model stories. The data were based on interviews with 54 women. Aged between 30 and 50 years. Of the interviews, 52 were written electronic interviews and two were face-to-face interviews.

The school sports culture, negative experiences and low self-esteem, social and resource-related issues and physical constraints were identified as important factors in the development of negative attitudes towards physical activity. Negative attitudes towards physical activity arose in a wide variety of situations, including moments of embarrassment and failure, and negative behaviour in positions of authority. School, home, leisure activities and social media were conducive environments for the development of negative attitudes towards physical activity. Theoretically, negative physical activity attitudes could be prevented by increasing positive attention at school and at home, diversifying physical activity opportunities, family choices, taking into account individual needs, reducing performance orientation, developing teacher skills and preventing bullying. Attitudes were also shaped by social norms and virtues. The theoretical framework highlights cultural attitudes towards women's bodies and behaviour, which can be seen to influence women's experiences of capability and thus mobility.

The study reflects the norms of today's society and the underlying factors behind the "But you should..."- mentality that many people have. More than ever, we know how to feel well. Yet our nation is constantly feeling worse. By increasing our understanding of the factors that contribute to negative attitudes towards physical activity, we can help prevent negative attitudes towards physical activity. By increasing understanding, we can contribute both to public health and indirectly reduce the costs of physical inactivity.