Lithuanian physical activity strategy: The culture of the body or the body cult?

The article is devoted to disclosure of the tendencies in the promotion of Lithuanian physical activity. During the Soviet times, Lithuanian sports politics was oriented to elite sport and it is still. The attempts to foster physical activity of the population lie on the movement “Sport for all,” but the results of the movement are not effective enough, because only a small part of the population (approximately 6%) took part in it. No one governmental institution has full and clear responsibility for the results of physical activity promotion. The poor environment of physical activity results in poor possibilities to be physically active in leisure domain. Differently, the huge expansion of the private sport, health, and beauty industries fosters the adoration of the body and overemphasizes the meaning of body image in the society. Physical activity is represented as the measure to achieve ideal body image or good health, but not as the measure of the overall culture of the human or society.
Conclusions. The long-lasting, health-related physical activity-oriented national strategy is essential to foster physical activity, health, and quality of life at the national level. The multiplicity of possibilities in the physical activity would foster lifestyle activity instead of adoration of body image and would improve the psychological and physical well-being of the population.