Desire creation and niche

I have been learning a lot about understanding and changing desire. I am not someone who overeats or drinks but I understand how desire can be such a motivating force. My question is, what about creating new desires? I am someone who is an avid exerciser and I live for it. I appreciate how valuable this is in my life. Can I teach someone to desire exercise? I am thinking that this would be an excellent niche for 50 something women, who want to want to workout (like I do). Thoughts? I know I need to be more specific – 50ish women whose kids are going to college, have more time to devote to themselves, in the Philadelphia area, exercise out of obligation, to box check but want to WANT it.