AGAP/Portugal Activo has the objective to improve the number of people that are physically active and that have a gym membership. The main goal is to reach 1 million users in 2020, this represents almost double of the number of users in 2017, 540.000 users.

The focus of the campaign are the physically inactive citizens. There are 2 ways to reach these people, one of them is through Awareness Campaigns, for example, “Começa por Começar”, “O Dia do Fato de Treino” and “Dia do Portugal Activo”, and by improving the financial policies of the sector by reducing the Iva and granting financial benefits to companies that promote physical exercise to their collaborators.