NHS England is preparing to introduce a nationwide walking initiative that will reward people for completing a daily exercise goal, aiming to encourage healthier lifestyles and reduce the long-term impact of physical inactivity.
The new programme, called “Marathon a Month,” is scheduled to launch early next year. Participants will be encouraged to walk for around 30 minutes each day, covering approximately 26 miles over the course of a month, the equivalent distance of a marathon. Progress will be tracked through a mobile phone, smartwatch or online platform.
Those who successfully complete the monthly challenge will become eligible for rewards, which could include vouchers and other incentives. NHS England has not yet confirmed the exact benefits, though organisers are exploring several options.
The project is being developed with Sir Brendan Foster, Olympic medallist and founder of the Great North Run, who was asked to help create a campaign promoting walking as part of the government’s 10-year health plan for England.
“I’m known for running, but the ambition here is far simpler. We just want people to walk,” Foster said.
The initiative also includes Sir Keith Mills, founder of the Air Miles and Nectar loyalty programmes, raising expectations that the reward system could follow a points-based model similar to popular consumer loyalty schemes.
NHS England said it will fund the initial development of the programme, while future rewards are expected to be financed through partnerships with private companies and philanthropic organisations rather than taxpayers. General practitioners and other healthcare professionals will also be encouraged to recommend the challenge to patients.
Organisers hope to attract more than 100,000 participants. If that target is reached, Foster said it would effectively become the world’s largest marathon by participation. The programme will also use “streak” features, similar to those used by popular mobile applications, to encourage users to maintain daily activity.
The initiative comes as public health officials continue to highlight the risks linked to inactivity. According to official guidance, physical inactivity contributes to one in six deaths, while adults who complete less than 30 minutes of moderate physical activity each week are classified as inactive.
Sport England’s Active Lives survey found that nearly 12 million adults, or almost one-quarter of the population, fell into that category during the year ending November 2025.
Foster said people who walk for 30 minutes five days a week could gain up to four additional years of healthy life.
Health experts welcomed efforts to promote exercise but stressed that incentives alone would not solve wider public health challenges. Sonia Pombo, head of research and impact at Action on Salt & Sugar, said encouraging regular movement could improve health outcomes but argued that the government should also strengthen broader prevention policies, particularly those aimed at improving children’s health.
Further details, including registration procedures and the full list of rewards, are expected to be announced in the coming months.
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