Swimming Against The Current.
All the people at my local gym would say they go there to improve their health. But they all do so in different ways and the most intriguing group to me is the non-athletic ones who believe they are undertaking an exercise regime. In fact, they stand around in the pool declaring that swimming is the only exercise their doctor will allow them to do, before slouching off to the jacuzzi or sauna. Actual exercise undertaken - minimal.
While debating the value of focus groups in the comments of Northern Planner's excellent series of practical advice, he raised a great point about the importance of paying attention to what people don't say as much as what they do say. Thus when people say they go to the gym regularly, they are not actually saying that they exercise.
Everyone can hear what is being said and see what is being done, but the interesting stuff is always found in the spaces between the assumptions.