AMERICAN MALES
The United States is a huge country. A population of over 300 million people.
55% are females, 45% males.

66% are overweight, 37% are obese.

Only 16% of Americans are getting some sort of exercise every day

Americans' exercise habits are seasonal -- they work out more in the spring and summer months and less in the fall and winter -- points to the weather playing a role in their likelihood of exercising. - building the adidas fitness center in a way to try and bring the autumn and winter crowd in too.

According to a survey of over 2,000 adults carried out by Yahoo! Shine and Fitness Magazine, only 37% of women are happy with their weight. Men are a little more comfortable with their current body size—45% say they are "very happy or pretty pleased" with their appearance.

Among consumers who exercise, 71 percent agreed with the statement that fitness clubs were too expensive, according to a survey by Mintel, a market research firm. As for the atmosphere, only 27 percent said that they enjoyed the social aspects of gyms. - most are already overpriced.

http://www.nytimes.com/2013/01/03/business/media/planet-fitness-sheds-aspirational-approach.html?_r=0
This article says that Planet Fitness are launching a new campaign to entice “We go after the 85 percent who don’t belong to a gym now or who have never belonged to a gym,”

Exercise Statistics | Total percentage of adults who met the Physical Activity Guidelines (PAG) for Aerobic physical activity | 47% | Total percentage of adults who met P.A.G. for muscle-strengthening physical activity | 22.4% | Total percentage who met both P.A.G. for aerobic and muscles physical activity | 18.8% | Total amount of moderate physical activity adults need to spend 5 days a week to maintain healthy weight | 30 minutes | Total percentage of Americans that don’t get recommended amount