If you are not in a hurry (disrupting entrenched mindsets shouldn't be expected to be done in a hurry) then yes, you want to gradually sneak it into their daily life with an offering that's closer to their current mental model for the activity.

With bitgym[0], we originally tried to make cardio-gaming a thing [1]. We still want it to be a thing, as when tried in a properly curated environment with the right expectations, it was far and away the best experience for users seeking fitness. As such, we've had to start from their current experiences, and engineer something that they can relate to better as we slowly progress towards our vision of getting everyone to play VR mariokart to stay fit.

It's slow work, but it's definitely something a few people love, and they are quickly seeing things the way we do :]

Just an anecdote, we aren't roaring away with success yet, but it seems to be working.

[0] http://www.bitgym.com [1] https://itunes.apple.com/us/app/id483991355