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Background: Physical inactivity is well documented as being a key component in many non-communicable diseases of middle age and when combined with menopausal effects, finding approaches to encourage healthy lifestyle choices can be difficult. Purpose: To explore underlying factors for activity and inactivity in middle age women. Methods: This study explored the attitudes and perceptions of nine women aged 40-54 in London UK, who self-reported as exercisers or non-exercisers, to exercise participation at this life transition. The study used a grounded theory approach with theoretical sampling and semi-structured interviews. The study followed O���Brien et al.���s Standards for reporting qualitative research. Results: Four themes emerged: ���Being middle-aged���, ���perceptions of physical activity levels���, ���being an exerciser��� and ���health messaging���. Findings show that: Personal physical activity identities are relative to an individual���s previous levels of activity and measured through internal judgements of fitness improvement; participants who tried to participate in physical activity found it difficult to find appropriately targeted fitness classes and the reductive nature of health messaging meant all participants thought campaigns were not meant for them but for others. Conclusions: The mismatch of physical activity identities offers a wider understanding than objective measures alone for personal activity improvement; age-appropriate classes and population specific health messaging may improve adherence. These finding have relevance to bodies concerned with improving health outcomes in this population. Funding: N/A., The Health & Fitness Journal of Canada, Vol. 14 No. 3 (2021): Proceedings from the 8th International Society for Physical Activity and Health Congress