It sounds like a pretty good idea. The only thing I would recommend is don't make it too structured, and definitely don't make it mandatory. That could turn a lot of people off. There are some people (like myself, unfortunately) who just refuse to make the time and effort to get in better shape. But I think if it was optional or even strongly encouraged, a lot of pledges would think it's a cool idea. And as you said, it's good for Greek Week and especially intramural sports. And I think it would be a positive image for the brothers and pledges to put on letter T-shirts and go out jogging.
I have to laugh because I cannot picture my own chapter doing any kind of fitness regimen. My chapter was so diverse--we had a lot of really good athletes, and then some guys who were so out of shape that they couldn't run the mile in 10 minutes if you paid them. Classic example: my pledge semester, our president was well over 300 pounds and his pledge son that semester weighed about a buck-twenty. Like I said, very diverse.
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