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Chapter 7 Exercise is (also) Medicine

Abstract 
In our society, there are some trends that are not exciting. We are living increasingly in an aging society and we are becoming fatter (globesity). Moreover, we are facing an alarming decline in physical activity (PA) worldwide. In this context, chronic diseases are booming and health expenditures are skyrocketing. Stimulating PA is likely the best way to reduce the burden of disease and increase the social, psychological, and economic well-being of a community. In this chapter, two projects aimed at increasing PA among individuals are presented. The key point of the two projects is that they medicalize PA. The first project was carried out in Italy. A series of doctors started to “prescribe” PA as if it were a medicine. Therefore, PA is presented as a real cure to treat diseases and pathologies. The other project was supported by a private enterprise. The “concept” of the project is summarized as follows: “The quantity and quality of the physical activity carried out by the patient should be considered by the general practitioner as a clinical parameter as well as other parameters, such as blood pressure, weight, and glucose level.” It is possible that the success of these two initiatives stems from the fact that the biomedical complex has a strong influence on the part of the population. It is very effective to use a reliable source to spread a health promotion message. It becomes a medicalization without pathologization and a form of medicalization without pharmacologicalization. In Conrad’s (2007) words, it becomes a conceptual medicalization.