This study identifies the intention of senior consumers - over 55 years old - to practice of physical activities. It also looks at factors that restrain these consumers to engage in physical activities. Finally, it investigates an alternative market segmentation based on the concept of cognitive age. An analytical framework is used to cross results with demographic variable, such as chronological age, sex, occupation and family income. It allows to see how demographic factors affect the willingness to practice physical activities and the perception of the intrapersonal restraints. A convenient sample of 231 people over 55 years old answered a questionnaire that was elaborated to test several hypothesis. Basic results show that 55+ consumers already practice or intend to practice only low or moderate intensity physical activities, but not more vigorous. They also show that there are manifested intrapersonal restraints that do not permit older people to practice the activities they would like to.