The NHS has introduced a new rewards programme that incentivises daily walking of 30 minutes by offering shopping discounts and other incentives. The initiative, named the 'Marathon A Day' challenge, aims to encourage physical activity and improve public health over a 10-year period.
Walking 30 Minutes a Day: The New Target
Rather than the widely promoted 10,000 steps a day, the NHS is now focusing on a 30-minute daily walk. This duration, maintained over a month, equates to walking a marathon. The shift comes after the 10,000-step goal was debunked as a myth originating from a pedometer marketing campaign before the 1964 Tokyo Olympics.
According to a 2019 YouGov study, nearly half (45%) of UK adults are sedentary for at least six hours daily, and 46% of working adults walk less than an hour on workdays. Additionally, 28% walk 35 minutes or less on weekends or holidays.
How the Rewards Programme Works
Participants can log their walks via the NHS website or track them using a smartphone or smartwatch. Steps are converted into incentives and discounts, though specific retailers and discount details have not yet been announced. The programme stems from a partnership between the NHS and Sir Brendan Foster, Olympic medallist and founder of the Great North Run.
Similar apps like Sweatcoin, Win Walk, Vitality, and Charity Miles already offer step-based rewards. The NHS initiative is part of a broader 10-year plan to boost public health.
Health Benefits of Walking
Walking improves flexibility, boosts the immune system, reduces type 2 diabetes risk, strengthens muscles, improves sleep, and enhances mood. The NHS currently recommends 150 minutes of moderate exercise or 75 minutes of vigorous exercise per week. Research suggests 7,000 steps daily is a sweet spot for health benefits, more realistic than 10,000 steps, which can take nearly two hours.
Age-Specific Step Recommendations
Holland & Barrett nutritionist Emily Foster provided age-based guidance. Children should aim for at least 6,000 steps daily, though active play can push this to 15,000. Adults aged 18-59 should target 8,000-10,000 steps. Foster noted: 'This can be challenging for some, for example, office workers, and easier for others, such as keen runners, so it’s important not to compare too much. Anyone who is living with a medical condition that could affect their level of activity should always check in with a doctor for a tailored recommendation.'
For those over 60, Foster recommended 6,000-8,000 steps as a minimum, depending on current activity levels, as bones become more fragile and fitness declines.
