Physical activity studies have often excluded women, resulting in limited information regarding the influences on women's non-participation. The present study aimed to explore the exercise views and cognitions of inactive adult women. Forty women aged 25–75 took part in the focus groups. Themes that emerged from the interviews included merits of exercise, thoughts and feelings, knowledge, barriers, and strategies. Results indicated that inactivity is due to a variety of culminating factors; health-promotion strategies need to specifically target different age groups. These strategies include increasing awareness of the social and psychological benefits of exercise, exercise as a supplement to activities of daily living, changing the perception of what constitutes exercise, and representing exercisers as a variety of ages and body shapes.