NHS walking scheme to reward participants for completing 30 minutes a day in 'marathon a month' challenge

NHS England is set to unveil an ambitious new initiative early next year designed to get the nation moving through a "marathon a month" walking challenge.

The programme, created in collaboration with Olympic medallist and Great North Run founder Sir Brendan Foster, will encourage participants to complete approximately 30 minutes of walking each day.

Those who successfully maintain their daily commitment will be eligible for rewards, potentially including various incentives and discounts.

Sir Foster, who was commissioned by NHS England to develop the campaign, stated: "I'm known for running, but the ambition here is far simpler. We just want people to walk. Simple."

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Participants will be able to record their daily walks through an online platform, smartphone, or smartwatch, with progress tracked digitally.

By maintaining a consistent routine, walkers will accumulate roughly 26 miles each month - equivalent to a full marathon distance.

The scheme aims to recruit more than 100,000 people, which Sir Foster believes would constitute the largest marathon event in history.

Central to the initiative's design is the concept of "streak culture" - the habit-forming behaviour popularised by applications such as Snapchat and Duolingo.

The NHS hopes this psychological approach will motivate participants to maintain their daily walking commitment rather than break their consecutive run.

The initiative forms part of England's 10-year health strategy and addresses a pressing public health concern.

According to NHS England, physical inactivity is associated with one in six deaths across the country.

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Sport England data from the year ending November 2025 revealed that nearly a quarter of adults - approximately 12 million people - fall into the inactive category.

An individual is deemed physically inactive when undertaking fewer than 30 minutes of moderate-intensity equivalent exercise weekly.

The potential benefits are substantial. Sir Foster noted: "If someone walks 30 minutes five times a week, they could gain up to four extra years of healthy life."

Young people consulted about the scheme responded positively to its gamified approach.

Lauren Andrew expressed enthusiasm for the accessible nature of the challenge. "I'd do it. Small chunks would be easy to fit in," she said. "I don't have a gym membership or any of that, but I could go for a walk. That's free."

However, she indicated that tangible freebies such as food or drinks would prove more motivating than mere discounts.

Sonia Pombo, head of research and impact at Action on Salt & Sugar, offered a measured assessment: "But we cannot rely on individual behaviour change alone. If the government is serious about improving the nation's health, particularly for children, it must pair initiatives like this with stronger prevention measures."

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