Excerpt from the Wall Street Journal article. If you want to read the full article(pdf).
The college sports athlete who studies exercise has long been the butt of jokes and the target for critics who lament the fact that most athletic scholarships are wasted by people who are more interested in making the pros than getting a respectable education. But increasingly that view underestimates the commercial and academic value of exercise studies. As the population skews older—and in many cases fatter—there's a growing demand for fitness trainers, physical therapists, pre-med students and scholars who study the science of obesity, movement and performance. As a result, few majors on college campuses are growing faster than kinesiology, as the science of exercise is known.