fact is natural weight lifting / fitness is getting more and more widespread. nowadays every guy or girl has been to a gym at least once in his lifetime or know/have seen someone getting in shape after months of dedication, and know what can be achieved there if they put their mind on it for long enough (even if they re too lazy to do it themselves right now).
Every summer i see more and more fit/toned muscular girls and guys. But i have to be honest,most of em are ecto or mesomorhpes who developed an addiction for lifting weights.
Most endomorphes never get it though and seem unfit ...to get fit. But the whole fitness thing is settling deep in the meso/ecto part of the world population that's for sure.