Millions of people across the UK could soon be offered shopping vouchers, discounts and other rewards for walking just 20 minutes a day under a new NHS-backed initiative designed to encourage healthier lifestyles.
The campaign, known as Movement 26.2, is due to launch in January 2027 and aims to inspire people to complete the equivalent of a marathon every month through everyday walking.
Participants will be encouraged to build regular movement into their daily routines by walking around 20 minutes a day, adding up to 26.2 miles over the course of a month.
The initiative is being led by Olympic medallist Brendan Foster and businessman Keith Mills, with support from the NHS.
Organisers say the programme will use a digital platform, expected to be an app or website, to track progress and encourage participation through rewards and incentives. These could include digital badges, medals, clothing, discounts and shopping vouchers.
Health officials are also understood to be in discussions with retailers about creating a points-based rewards scheme similar to those used by supermarkets, coffee chains and other loyalty programmes.
Speaking about the initiative, Sir Brendan said:
“The challenge became very simple: can you do a marathon? Not in one day, but over the course of a month.
“The WHO recommends 150 minutes of moderate activity a week. We realised that adds up to roughly the distance of a marathon every month.”
He added:
“It’s the marathon reimagined. You don’t have to travel anywhere, you don’t need special kit and there’s no entry fee. It starts from your own front door.
“We’re trying to create the biggest marathon in history, but one that’s open to absolutely everybody.”
The campaign comes amid growing concern about physical inactivity and its impact on public health. NHS estimates suggest inactivity costs the health service around £1 billion each year, contributing to conditions such as heart disease and diabetes.
Organisers hope the simplicity of the challenge will encourage widespread participation, including among wheelchair users and people with disabilities.
The rewards system is expected to draw on techniques used by fitness and learning apps, such as digital milestones, streaks and achievement badges, to help participants stay motivated.
Sir Brendan said:
“Our formula has always been: encourage, challenge, support and reward. Initially there’ll be digital rewards, like keeping a streak going for three months. Over time there’ll be other kinds of rewards – medals, T-shirts, but also discounts and rewards.”
The initiative has received backing from NHS England chief executive Jim Mackey, who said it reflected ambitions set out in the Government’s 10-Year Health Plan.
He said:
“Physical activity should be part of everyone’s daily life choice. Movement 26.2 is about exactly that – making movement part of everyday life again in a way that feels simple and achievable for everyone.
“By helping people build regular walking into their daily routines, we have a real opportunity to improve physical and mental wellbeing and help people live longer, healthier lives.”
Recent research has highlighted the importance of regular movement. A study by the University of Glasgow found that breaking up long periods of sitting with light activity, such as walking or household chores, was associated with a reduced risk of cancer-related death.
Health experts have long recommended that adults complete at least 150 minutes of moderate physical activity each week, in line with guidance from the World Health Organization.
Sir Brendan believes the challenge is not a lack of scientific evidence but encouraging people to turn that evidence into everyday habits.
He said:
“We don’t exercise because it’s an instinct. We move because, throughout our evolutionary history, it was necessary.
“If you didn’t hunt, somebody else got your food. If you didn’t move, somebody might catch you as their food. Movement wasn’t optional.
“Our bodies weren’t evolved to sit still. If you keep the machine working, it works. If you don’t keep it working, it doesn’t.”
He added:
“The scientists have done an amazing job uncovering the benefits of movement. What they haven’t managed to do is persuade ordinary people. They haven’t managed to market their findings.”
Organisers hope that by combining simple goals with tangible rewards, the programme can help make regular movement a routine part of daily life for millions of people.
More information to follow in due course.
