It's a tough sell after decades of propaganda. According to the CDC, over 75% of Americans are seriously out of shape[1], and 40% are obese[2]. They typically spend an hour a day commuting by car, which robs them of an easy opportunity to get a little exercise (and which is also physically dangerous in an immediate sense and a form of long-term psychological torture as evidenced by driving behavior at rush hour).
There's way too much emphasis on gyms, workout programs, PRs, and difficult fitness. Most people just need to move a little more.