Purpose. Subjective values of physical activity are important for promoting active lifestyles. In theoretical research, body culture is the most appropriate term to analyze the complexity between exercise and human culture. The main goal of this study is to assess body culture level and to analyze its influence on physical activity levels. Methods. An online questionnaire containing the Exploratory Questionnaire of Body Culture Concepts, developed exclusively for this research, plus a short version of the International Physical Activity Questionnaire and a number of general identification questions were used to analyze body culture level. Results. 310 university students responded to the survey. A significant association between high body culture level and physical activity level was found. Conclusions. The assessment of body culture level helps to analyze the trends of physical activity. The role of cultural complexity of human movement should be considered as an important variable in the promotion of an active lifestyle.