Chapters in this book

1. Frontmatter i
2. Contents vii
3. Preface ix
4. Acknowledgments xi
5. Abstract xiii
6. Introduction 1
7. 1. The High Price of a Sedentary America and the Challenge of Getting Society Moving 22
8. 2. The Benefits of Widespread Physical Activity and Opportunities to Move the Needle 54
9. 3. The Evolution of an Idea 78
10. 4. The Marketing and Social Marketing of Physical Activity and Fitness 108
11. 5. The Case for the Instant Recess Model 140
12. 6. Instant Recess — What’s Good for the Waistline Is Good for the Bottom Line! 175
13. 7. A Glimpse into the Future: How the Recess Model Sparked a Physical Activity Movement 219
14. References 241
15. About the Author 253
16. Index 255