NHS England Launches 30-Minute Daily Walking Challenge for 100,000 People, Offering Rewards
Updated
Updated · bbc.co.uk · Jul 2
NHS England Launches 30-Minute Daily Walking Challenge for 100,000 People, Offering Rewards
3 articles · Updated · bbc.co.uk · Jul 2
Summary
Early next year, NHS England will start a “marathon a month” scheme asking people to walk about 30 minutes a day and log it by phone, smartwatch or online to qualify for rewards and discounts.
The push targets physical inactivity, which NHS England links to one in six deaths; Sport England data showed nearly a quarter of adults—about 12 million people—were inactive in the year to November 2025.
Sir Brendan Foster, the former Olympic medallist helping develop the campaign, said 100,000 sign-ups would make it the biggest marathon in history and argued “streak” habits could keep people engaged.
NHS England is funding the initial setup, while longer-term backing is expected from major corporate philanthropists; full voucher details and sign-up information are due in the coming months.
The walking drive forms part of England’s 10-year health plan, with backers saying 30 minutes of walking five times a week could add up to four years of healthy life.
Beyond gamification, how will the NHS ensure its walking challenge creates lasting habits, not just digital fatigue?
Will the 'marathon a month' rewards, like free food, end up promoting unhealthy habits?
Could this digital-first health challenge inadvertently widen the health gap for those without smartphones?
Incentivizing 150 Minutes: How NHS Digital Reward Schemes Drive Physical Activity and Preventative Health
Overview
This report explains how the NHS uses behavioral science to improve public health by influencing individual choices, which play a big role in overall health and wellbeing. By promoting regular physical activity and making it part of daily life, such as walking or cycling, the NHS aims to foster a healthier population, reduce pressure on healthcare services, and enhance quality of life. The approach shifts care towards prevention, empowering people to take proactive steps for their health. Digital tools and reward schemes help make these healthy habits easier and more motivating for everyone.