While more women are working, they also are finding that they have more leisure time, according to a report from Leisure Trends.

Women’s leisure time has increased by 30 percent during the past 14 years even though they still have one fewer hour of free time a day than men, the company found. During that same time, women have increased the number of activities in which they participate, which has mostly benefited the fitness industry.

Relative lack of time coupled with concern for controlling their weight mean that women choose sport and fitness activities that are efficient and convenient, Leisure Trends found. Lack of leisure time creates “desire gaps” for a variety of activities from gardening to hiking and backpacking. The desire gaps provide natural hooks for convincing women to make time for an activity, service or product.