The NHS has launched a new rewards programme designed to get the nation walking, offering shopping vouchers and discounts to participants who complete a daily 30-minute stroll.
Dubbed the “Marathon A Day” challenge, the initiative invites people to log their walks via the NHS website or a smartphone or smartwatch. Those who hit the half-hour target for 30 days will have covered roughly 26 miles – the distance of a marathon – and will earn incentives including vouchers and other prizes. The full list of participating retailers and the exact value of rewards are expected to be confirmed in the coming months.
The scheme has been developed in partnership with Sir Brendan Foster, the Olympic medallist and founder of the Great North Run, who was approached by NHS England to lead the campaign. “We just want people to walk. Simple,” he said. It forms part of the health service’s 10-year plan, “Fit for the Future,” which prioritises prevention, digital tools, and shifting care into communities.
NHS England will fund the initial creation and launch of the platform, but the cost of the rewards themselves is not intended to be covered by the health service long-term. Instead, organisers plan to attract corporate sponsors and backers to fund the discounts and vouchers. The programme aims to recruit more than 100,000 participants and is scheduled to roll out early next year.
Organisers hope to harness “streak culture” – the psychological drive to maintain an unbroken daily record, familiar from apps such as Snapchat and Duolingo – to keep people coming back. The concept is not entirely new: apps such as Sweatcoin, WeWard, Win Walk, Vitality and Charity Miles already convert steps into points redeemable for gift cards or discounts. However, the scale and backing of a national health service initiative could give the NHS version far greater reach.
Why walking matters
The push comes amid stark figures on physical inactivity. A 2019 YouGov study found that almost half (45%) of UK adults are sedentary for at least six hours each day, while 46% of working adults walk for less than an hour on a working day. A further 28% said they manage 35 minutes or less on weekends or annual leave. Sport England data indicates that nearly a quarter of adults – around 12 million people – are classified as physically inactive, and physical inactivity is linked to one in six deaths in the UK.
Walking has proven, wide-ranging benefits. It improves flexibility, boosts the immune system, and reduces the risk of type 2 diabetes. It strengthens muscles, improves sleep, and can lift mood. The NHS notes that moderate activity – such as brisk walking, where you can still talk but not sing – raises the heart rate and breathing, cutting the risk of coronary heart disease, stroke, high blood pressure and high cholesterol. It also helps lower blood sugar, increases insulin sensitivity, aids weight management, improves balance and bone density, and releases mood-boosting endorphins. According to the research evidence, committing to 30 minutes of walking five times a week could add up to four extra years of healthy life.
The NHS already advises 150 minutes of moderate exercise or 75 minutes of vigorous activity per week. The new programme zeroes in on a simpler, time-based target rather than a step count.
Step counts: what the evidence says
The popular notion that everyone should aim for 10,000 steps a day has been largely debunked. It originated from a pedometer marketing campaign ahead of the 1964 Tokyo Olympics and was never based on robust science. Research now suggests that 7,000 steps daily is something of a “sweet spot” for health benefits – and feels more realistic, given that 10,000 steps can take around an hour and 40 minutes to complete.
Recommended step counts vary by age and circumstances. Holland & Barrett nutritionist Emily Foster told Metro that children should aim for a minimum of 6,000 steps a day, though playground games and general activity can push that to around 15,000. For adults aged 18 to 59, a range of 8,000 to 10,000 steps daily is a good ballpark – though she acknowledged this can be challenging for office workers compared with keen runners. “It’s important not to compare too much,” she said. “Anyone who is living with a medical condition that could affect their level of activity should always check in with a doctor for a tailored recommendation.”
After the age of 60, bone fragility and declining fitness often mean a slower pace. Foster advised aiming for between 6,000 and 8,000 steps as a minimum, depending on current activity levels. The NHS’s new programme, by focusing on 30 minutes of walking rather than a rigid step count, is intended to be more achievable and less intimidating across all age groups and fitness levels.