I'm not European, but I'd pick "Rich" immediately. Getting fit is expensive if you want to be efficient about it, and
staying fit is even more expensive! It's trendy right now to be fit (which is good), but that means equipment is expensive, gym memberships are expensive, and healthy food costs like twice as much as fatty foods! Not to mention how deceptive healthy-looking foods can be. (Fun fact: A 6-inch plain tuna sandwich on wheat bread at Subway has more calories and more fat in it than a Big Mac. Don't be fooled!)
Remember the days when the salad was the least expensive thing on the menu at Carls' Jr./Hardee's or Wendy's?
Does Europe even care about money? A lot of socialists there have sapped that drive from a lot of folks.
The economic crisis has brought the love of money back in a lot of countries though. That being said, there are definitely a lot of pockets of socialism in North America too. I went to college in a town with a lot of loud and outspoken socialists. (I personally don't see much wrong with socialism, but only on paper. In practice, it requires total cooperation from everyone in a community for it to function. One selfish jerk can bring down an entire socialist community, just like with communism or anarchism.)