NHS to Reward People Who Walk 30 Minutes a Day

New Delhi, India Jul 3, 2026 ALN: Getting your steps in has long been linked to better health - and for the first time the NHS is to start giving people rewards for doing exercise.

Early next year, NHS England will launch a "marathon a month" challenge, asking people to walk for around 30 minutes a day. This initiative marks a significant shift in the approach to public health, as it not only encourages physical activity but also introduces a reward system aimed at increasing participation among the population.

Those who engage in this challenge will ultimately cover a distance of approximately 26 miles in a month, equivalent to the length of a marathon. The NHS is leveraging technology by allowing users to log their walks online or through their phones and smartwatches, making it easier for individuals to track their progress. This digital aspect is crucial in today's tech-savvy world, where many people are accustomed to using apps and devices to monitor their health and fitness.

Upon completion of the challenge, participants will be eligible for various rewards, which may include incentives and discounts. The specifics of these rewards are yet to be fully disclosed, but they are intended to motivate individuals to maintain their walking habits. This approach is reminiscent of loyalty programs in other sectors, where consistent engagement is rewarded, thus fostering a sense of achievement and encouraging ongoing participation.

'Small chunks would be easy to fit in'

Feedback from the public has been largely positive. Lauren Andrew, a young participant, expressed her enthusiasm for the scheme, stating, "I'd do it. Small chunks would be easy to fit in." This sentiment highlights a key aspect of the initiative: the accessibility of walking as a form of exercise. Unlike gym memberships or specialized fitness classes, walking is free and can be easily integrated into daily routines. This makes it an attractive option for many individuals, particularly those who may feel intimidated by more traditional forms of exercise.

However, Andrew also pointed out that while discounts could be beneficial, a more tangible reward, such as a free drink or food item, would be a stronger motivator. This perspective reflects a broader trend in health and wellness programs, where participants often respond better to immediate, concrete incentives rather than abstract rewards.

The enthusiasm for the program is not limited to a single demographic. Many under-25s interviewed expressed optimism about the scheme, with one participant noting that the gamified aspect of the challenge would encourage her to be more active. The concept of maintaining a "streak"—a continuous run of days completing a task—has proven effective in various apps and platforms, and its incorporation into this walking challenge could significantly enhance adherence to the program.

Another individual, who already walks an average equivalent to a marathon each month, noted that receiving a reward for an activity he already engages in would be an appealing prospect. This highlights the potential for the initiative to tap into existing behaviors and habits, thereby enhancing overall public health without requiring a complete lifestyle overhaul.

In terms of funding, the NHS is initially covering the set-up costs of the program, but there are plans to seek philanthropic support from major corporations as the initiative expands. This approach could ensure the sustainability of the program, allowing it to reach a wider audience and have a more significant impact on public health.

Walking scheme taps into 'streak' culture

The initiative is being developed in partnership with Sir Brendan Foster, a former Olympic medallist and founder of the Great North Run. His involvement underscores the credibility and ambition of the program. Foster has emphasized that while he is known for running, the goal of this campaign is straightforward: to encourage more people to engage in walking. This emphasis on simplicity is crucial, as it aligns with the overarching goal of making physical activity more accessible to a broader audience.

The walking challenge is part of a broader 10-year health plan for England aimed at combating physical inactivity, which is linked to one in six deaths, according to NHS England. The classification of physical inactivity includes individuals who do less than 30 minutes of moderate-intensity physical activity per week, a statistic that highlights the urgent need for initiatives like this.

A survey conducted by Sport England revealed that in the year leading up to November 2025, nearly a quarter of adults—approximately 12 million people—fell into this category of physical inactivity. The NHS aims to engage over 100,000 individuals in the walking challenge, with daily statistics recorded digitally. If successful, this initiative could be recognized as the largest marathon in history, a remarkable achievement that could inspire further public health initiatives.

Foster has expressed hope that the concept of "streak culture," which has gained traction in various digital platforms like Snapchat and Duolingo, will help participants remain committed to the challenge. By fostering a sense of community and accountability, the program could motivate individuals to prioritize their health and well-being.

The potential health benefits of increased walking are substantial. According to Foster, individuals who commit to walking for 30 minutes five times a week could gain up to four additional years of healthy life. This statistic underscores the profound impact that simple lifestyle changes can have on overall health outcomes, particularly in a society grappling with rising rates of obesity and related health issues.

Sonia Pombo, head of research and impact at Action on Salt & Sugar, has commented on the importance of initiatives like this, noting that encouraging regular movement in daily life can lead to better health outcomes. She emphasized that while individual behavior change is essential, it should be accompanied by stronger prevention measures from the government to effectively improve the nation's health, particularly for children. This highlights the need for a multifaceted approach to public health, where community initiatives and government policies work in tandem to create an environment conducive to healthy living.

As the launch date approaches, full details of the voucher scheme will be released, along with information on how to participate. This initiative represents a significant step forward in the NHS's efforts to promote physical activity and improve public health outcomes across England. By rewarding individuals for their efforts to stay active, the NHS is not only addressing the immediate health concerns associated with physical inactivity but also fostering a culture of wellness that could have lasting benefits for future generations.