NHS England has launched a new exercise incentive initiative called Movement 26.2, designed to reward citizens with shopping vouchers and discounts for walking 20 to 30 minutes per day.
The health service aims to combat a national inactivity problem that costs the NHS an estimated £1 billion annually, alongside £11 billion in obesity-related expenditures.
Participants will track their progress via smartwatches or mobile applications, accumulating points through an NHS Points Scheme that can be redeemed at high street and online retailers.
The program, developed by Olympic medalist Sir Brendan Foster and Air Miles inventor Sir Keith Mills, targets 100,000 monthly participants by its official rollout in 2027, with preliminary phases starting in January.
How Movement 26.2 Works
"The challenge became very simple: can you do a marathon? Not in one day, but over the course of a month," said Sir Brendan Foster.
The initiative requires participants to accumulate 26.2 miles over 30 days, mimicking a full marathon distance through consistent daily movement.
"The WHO recommends 150 minutes of moderate activity a week. We realised that adds up to roughly the distance of a marathon every month," Foster added.
Initial rewards will feature digital achievements to maintain engagement before transitioning into material retail discounts.
"Our formula has always been: encourage, challenge, support and reward," said Foster.
Participants will not face penalties or lose progress if their daily walking times fluctuate, provided they hit the monthly distance goal.
"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," Foster explained.
Health officials designed the framework to mirror popular commercial fitness loyalty systems, integrating movement naturally into public routines.
"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," said Sir Jim Mackey, NHS chief executive.
The initiative represents a concrete activation of commitments outlined within the broader NHS 10 Year Health Plan.
"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," Mackey added.
Provisions are currently being developed to ensure the tracking platform remains fully accessible for individuals living with disabilities.
