The NHS has announced plans to launch a new initiative aimed at getting more people walking. Due to roll out in 2027, the ‘Marathon a Month’ scheme will encourage participants to walk for 30 minutes a day, with rewards including discounts and other incentives for those who take part.
Olympic medallist Sir Brendan Foster, founder of the Great North Run, has been asked to help develop the campaign. Speaking to the BBC, he said: ‘I’m known for running, but the ambition here is far simpler. We just want people to walk. Simple.’
Sir Brendan hopes ‘streak culture’ – the habit-forming approach popularised by apps such as Duolingo – could encourage more people to stay consistent with daily movement.
The idea is grounded in behaviour change research. By encouraging people to complete a small, achievable task each day, they’re more likely to experience early success, helping build self-efficacy – the belief that they can stick with the habit. Over time, those small wins can create momentum, making regular exercise easier to maintain.
‘If someone walks for 30 minutes five times a week, they could gain up to four extra years of healthy life,’ says Sir Brendan.
The benefits of walking are supported by a wealth of research. A study published in Circulation found that people who completed 150–299 minutes of moderate-intensity exercise, such as walking, each week had a 19% to 25% lower risk of dying from cardiovascular disease than those who remained inactive.
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Similarly, a review published in The Lancet found that taking more steps each day was associated with a progressively lower risk of all-cause mortality.
More details of the initiative are expected to be released over the coming months. If successful, it could provide a simple but effective way to get more people moving – one day at a time.
Kate is a fitness writer for Men’s Health UK where she contributes regular workouts, training tips and nutrition guides. She has a post graduate diploma in Sports Performance Nutrition and before joining Men’s Health she was a nutritionist, fitness writer and personal trainer with over 5k hours coaching on the gym floor. Kate has a keen interest in volunteering for animal shelters and when she isn’t lifting weights in her garden, she can be found walking her rescue dog.
