, March 13 -- "You have to begin by understanding where 'good health' sits in our collective mind," says BrandMapp's director of storytelling, Brandon de Kock. "Year after year, we see that 75% of BrandMapp respondents are physically active and the rest are either unable to exercise or chose not to do so: elective couch potatoes if you will! But the primary difference is that 25% of inactive adults are significantly less likely to think that being fit and leading a healthy lifestyle is actually important in life. So it all starts with a mindset, and after that, it's over to Mother Nature."

When we apply an age filter to the data, we clearly see health deteriorating as people get older, but at least half of even the retired adults are act...