Not all a bad thing. Probably might be part of the problem for some people to motivate them for healthier lifestyle...for some people if they view something as exercise, it's a "task"/chore to them. If you try the word "sport" on same folks, it might sound intimidating to them.
For instance, it took me awhile in the beginning to view myself as undertaking a "sport", which is cycling. But sport to many people might suggests a form of competition/benchmarking. I still have an inferiority complex to use sport with 100% conviction for myself.
"Fitness activity" is more encompassing to everyone..if words can sell and motivate the unwilling, by all means, use it!



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