People who walk for around 30 minutes a day will be offered rewards under a new NHS-backed initiative designed to encourage healthier lifestyles and tackle physical inactivity.
The “marathon a month” challenge, due to launch early next year as part of the NHS’s 10-year health plan for England, will ask participants to walk roughly 26 miles each month, equivalent to a marathon. Those who complete the challenge will be eligible for rewards, which could include discounts and other incentives.
The initiative comes as many employers continue to invest in workplace wellbeing programmes aimed at encouraging physical activity, reducing sickness absence and supporting healthier lifestyles among staff.
The scheme is being developed by Olympic champion Sir Brendan Foster in partnership with NHS England. Participants will be able to log their walks online or through their smartphone or smartwatch, with organisers hoping to attract more than 100,000 people.
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Encouraging healthier habits
Physical inactivity is associated with one in six deaths, according to NHS England, while around 12 million adults in England are classed as physically inactive because they do less than 30 minutes of moderate physical activity each week.
Foster, who established the Great North Run, said the campaign was designed to make physical activity accessible to everyone.
“I’m known for running, but the ambition here is far simpler. We just want people to walk. Simple,” he told the BBC.
Organisers hope to tap into the “streak” culture popularised by apps such as Duolingo, encouraging participants to maintain a daily habit rather than viewing exercise as an occasional activity. They estimate that someone who walks for 30 minutes five times a week could gain up to four additional years of healthy life.
Health officials said the NHS would fund the initial development of the programme, while rewards would be supported through partnerships with organisations in the public and private sectors rather than paid for directly by the health service. Discussions are under way with retailers about offering discounts and loyalty-style incentives.
Relevance for employers
Walking is widely regarded as one of the most accessible forms of exercise because it requires no specialist equipment or gym membership, making it easier to incorporate into the working day through lunchtime walks, walking meetings or active commuting.
Sonia Pombo, head of research at campaign group Action on Salt & Sugar, welcomed the focus on encouraging movement.
“Encouraging people to build regular movement into their daily lives can support better health, and making it simple, achievable and rewarding may help more people get started.”
She added that improving the nation’s health would also require broader prevention measures rather than relying solely on individual behaviour change.
The role of physical activity in supporting healthier, more productive workforces is a recurring theme in HRreview’s Fit for Work column by chief clinical officer Claire Small. The series explores practical ways employers can help staff build healthier habits, from increasing movement during the working day to creating workplace cultures that support long-term wellbeing.
William Furney is a Managing Editor at Black and White Trading Ltd based in Kingston upon Hull, UK. He is a prolific author and contributor at Workplace Wellbeing Professional, with over 127 published posts covering HR, employee engagement, and workplace wellbeing topics. His writing focuses on contemporary employment issues including pension schemes, employee health, financial struggles affecting workers, and broader workplace trends.
- William Furney
- William Furney
- William Furney
- William Furney
