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Abstract Previous studies have found that implicit attitudes, in addition to explicit attitudes, toward sports and exercise can help predict health-related behaviors. This study aimed to explore the factors that determine implicit attitudes toward sports and exercise. Using an online experiment, we investigated two types of implicit attitudes toward sports and exercise: desirability and enjoyment. Implicit attitudes toward sports and exercise were measured using two different Implicit Association Test (IAT) for desirability and for joy. We examined the degree to which “sports and exercise” were perceived to be more strongly associated with positive words than “sedentary behaviors.” We hypothesized that past experiences with sports and exercise affect implicit attitudes, and that desirability and enjoyment (positive implicit attitudes) might differ qualitatively. Participants included 318 students (230 male and 88 female, M = 19.62, SD = 1.78) who completed online questionnaires consisting of one of the two types of IAT. The results indicated that male participants have more positive implicit attitudes for both joy and desirability, and people with sports competence tend to have higher positive implicit attitudes concerning joy, but not desirability. Interest in professional sports was related to both IATs, while only the joy IAT was related to self-reported physical competence and the frequency of playing sports. The contributions of this study show that the two types of implicit attitudes toward sports and exercise—desirability and joy—are associated with different behaviors, and perceiving sports and exercise as joyful leads people to lifelong sports participation.