To analyze the influence of gender on the practice of physical activity, in women with experiences of migration to the U.S.A.Qualitative design with methods based on grounded theory. The information was obtained through in-depth interviews of 19 women living in rural localities in the central zone of Mexico.Through this analysis, a core category arose: social criticism of physical exercise. The results show that married women do not perform physical exercise because, due social norms, it is socially frowned upon and men are responsible for making the decision to permit it. Gender, female identity, women's role as subordinates to men, and social criticism are elements that contribute to understanding the lack of physical activity among these women.We suggest that healthcare programs be designed to promote physical activity among adult women in rural areas, taking gender perspective and the population's context into account.