Reimagining Rural Fitness: New Research Maps How to Get Small Communities Moving

Despite growing awareness of the health benefits of physical activity, many Canadians living in rural areas continue to face systemic barriers to staying active. A new study from researchers at the University of Northern British Columbia sheds light on the unique challenges—and surprising strengths—of these communities, offering a blueprint for more effective, locally tailored interventions.

Published in BMC Public Health, the qualitative study involved interviews with 46 adults aged 22 to 77 from two sparsely populated regions of British Columbia. Using the Theoretical Domains Framework (TDF) and the Behaviour Change Wheel (BCW)—two tools for analyzing and influencing health behavior—the team identified the key factors that shape how rural residents engage with physical activity.

For many participants, the challenge was opportunity rather than motivation. Respondents cited limited infrastructure, safety concerns on rural roads, and a lack of accessible facilities as major obstacles. Harsh weather and encounters with wildlife—such as bears and rattlesnakes—added seasonal layers of difficulty. Social and professional obligations compounded the issue, especially for women balancing childcare and multiple jobs.

These findings echo national data showing that rural Canadians are less likely than their urban counterparts to meet physical activity guidelines, not necessarily because of disinterest but because of limited resources and environmental constraints.

At the same time, the study revealed powerful facilitators rooted in rural social networks. Family hikes, local walking groups, and community trail organizations provided both motivation and accountability. The presence of “like-minded, active people” was described as contagious—helping foster a local culture of movement and mutual support.

By mapping these findings to the Behaviour Change Wheel, the researchers identified several practical pathways for intervention. Chief among them were environmental restructuring, modelling, and enablement—all aimed at making physical activity more feasible and appealing.

Examples include building walkable infrastructure, improving trail signage, and producing local media campaigns that showcase residents engaging in outdoor recreation. Providing childcare or flexible scheduling for exercise programs could further reduce barriers for working parents. The authors emphasize that collaboration with local governments and community groups is essential for tailoring interventions to context and culture.