How about a fitness calendar contest? People can choose what type of fitness activity they like and then mark down how often they do the activities. It's relies on the honour system but you can put up a big calendar and everyone can mark down what they do and when they did it.
I think you can pick up stickers with different types of exercises on it to make it a bit more fun.
You can have prizes for variety of activities, consistency, most activities, weight loss, improved fitness, etc. so more people can be included without feeling like they need to be hitting the gym every day. It also doesn't exclude those people who are already keeping fit.
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