A few related threads with answers on this sub:

How did nobles exercise during the middle ages?

How fit was the average person in the middle ages, compared to say the average roman or modern westerner?

Did nobility in earlier times, such as during the middle ages through the renaissance or even earlier have workout routines?

Hope it helps

Followup question:

The modern Olympic Games are obviously modeled on the games from antiquity. Is there any historical antecedent for events such as Highland Games, or are they a purely modern invention? Presumably, if there were any similar contests in the middle ages, there ought to have been individuals who trained for them.

Appended question. I know that during the Hundred Years War the Crown rewarded winners of local archery contests to keep the skill set up between wars. Sumption said that great strength and fitness were required to fire the longbow, so other than via genetics or heavy manual labor, was there any strength program to make archers or potential archers stronger?

A little late to the party but I'm reminded of this relevant article: http://www.cabinetmagazine.org/issues/53/hunt.php , regarding monks practicing their church bell ringing with a "dumb bell."

There are still many places in the world where people don't exercise for the sake of pleasure or fitness. My dad sailed to Cuba many years ago and asked about places to hike & was met with questions on why he would want to walk long distances for pleasure.