The NHS is preparing to reward people for something many already do every day: walking.
In a bid to tackle rising inactivity levels across England, a new NHS-backed initiative will launch early next year encouraging people to walk for 30 minutes a day with incentives offered to those who stick with it.
Dubbed the “marathon a month” challenge, the scheme aims to tap into the growing appeal of habit-forming “streak” culture, turning daily steps into a measurable and potentially rewarding routine.
NHS England will launch a “marathon a month” challenge in 2027
Participants will be encouraged to walk for around half an hour each day, which over the course of a month adds up to roughly 26 miles – the equivalent of a marathon.
Walks can be logged via smartphones, smartwatches or an online platform, allowing users to track their progress and maintain daily streaks.
Those who complete the challenge will become eligible for rewards, likely in the form of discounts or vouchers, although full details have yet to be confirmed.
The initiative is being developed with Olympic medallist Sir Brendan Foster, founder of the Great North Run, who has been tasked with creating a nationwide movement around walking.
“I’m known for running, but the ambition here is far simpler,” Foster said. “We just want people to walk.”
NHS says those who complete the challenge will then be eligible for rewards – which could include incentives and discounts
Central to the scheme is the idea of “streak culture” the same behavioural pull that keeps users returning to apps like Duolingo or Snapchat day after day. By encouraging consistency rather than intensity, organisers hope more people will build sustainable habits.
Early reactions suggest the idea has potential, particularly among younger people. Some say the motivation of maintaining a streak could be enough to keep them active, while others are more candid: rewards matter.
“I could go for a walk. That’s free,” said one participant, Lauren Andrew. “But if it turned into a free drink or food, that would definitely help.”
A public health push
The scheme forms part of the NHS’s long-term strategy to improve public health and reduce pressure on services. According to NHS England, physical inactivity is linked to one in six deaths, with around 12 million adults in England classified as inactive.
The potential benefits are significant. Walking for 30 minutes five times a week could add up to four years of healthy life, according to Foster.
Health leaders also see the programme as a cost-saving measure in the long run, reducing the burden of preventable conditions linked to sedentary lifestyles.
Who pays for the rewards?
While the NHS will fund the initial rollout, officials have been clear that it will not cover the cost of incentives. Instead, the scheme is expected to rely on partnerships with private and public sector organisations.
Sir Keith Mills, known for founding the Nectar and Air Miles loyalty schemes, is among those involved suggesting the reward system could mirror existing consumer incentive models.
GPs and healthcare professionals are also expected to promote the challenge directly to patients, embedding it within everyday health advice.
Public health experts have broadly welcomed the initiative but caution that it cannot stand alone.
Sonia Pombo, head of research and impact at Action on Salt & Sugar, said making movement “simple, achievable and rewarding” could help more people get started. However, she warned that wider structural changes are still needed.
“If the government is serious about improving the nation’s health, particularly for children, it must pair initiatives like this with stronger prevention measures,” she said.
What happens next
The NHS aims to sign up more than 100,000 participants in the first phase — a target that, if reached, could make it the largest “marathon” ever undertaken.
Full details, including how to register and what rewards will be offered, are expected to be released in the coming months.
