England Launches Marathon-a-Month Walking Plan

The NHS in England is preparing to introduce a new initiative that encourages people to become more physically active by rewarding those who complete a month-long walking challenge.

Expected to launch early next year as part of England’s 10-year health plan, the “Marathon a Month” campaign asks participants to walk for around 30 minutes each day. Completing the daily walks adds up to approximately 26 miles over a month—the equivalent of a marathon.

Participants will be able to record their walks using an online platform, smartphone, or smartwatch. Those who successfully complete the challenge will qualify for rewards, which may include vouchers, discounts, or other incentives. Organisers say full details of the rewards will be announced closer to the launch.

The programme is being developed in partnership with Olympic medallist Sir Brendan Foster, founder of the Great North Run. Foster says the campaign’s goal is simple: encourage more people to make walking a regular habit. The initiative also aims to use “streak” culture—popularised by apps such as Snapchat and Duolingo—to motivate participants to stay consistent.

The NHS hopes to attract more than 100,000 participants. If that target is reached, organisers say it would become the largest marathon participation event ever recorded.

According to NHS England, physical inactivity contributes to one in six deaths. A person is considered physically inactive if they complete less than 30 minutes of moderate physical activity each week. Data from Sport England shows that nearly one in four adults—around 12 million people—fell into this category in the year ending November 2025.

Sir Brendan Foster says that walking for 30 minutes five times a week could add up to four years of healthy life while also reducing pressure on NHS services.

Funding for the programme’s initial development is being provided by the NHS, while future rewards will be supported through partnerships with organisations from the public and private sectors rather than NHS funding. Sir Keith Mills, founder of the Air Miles and Nectar loyalty schemes, is also involved in developing the rewards programme.

Health professionals, including GPs, will be encouraged to promote the initiative to patients as part of wider efforts to improve public health.

Health campaigners have welcomed the scheme. Sonia Pombo, Head of Research and Impact at Action on Salt & Sugar, said that making physical activity simple, achievable, and rewarding could encourage more people to exercise regularly. However, she also stressed that improving public health requires broader government action, including stronger prevention policies alongside initiatives that promote healthier lifestyles.