British citizens, including Pakistanis living in England, could soon earn rewards simply by walking for around 30 minutes a day, as the National Health Service (NHS) prepares to roll out a new exercise challenge next year aimed at getting more people active. Under the plan, NHS England will launch a “marathon a month” challenge in early 2027, asking participants to complete a daily walk that adds up to roughly 26 miles a month, the distance of a marathon.

Under the plan, NHS England will launch a “marathon a month” challenge in early 2027, asking participants to complete a daily walk that adds up to roughly 26 miles a month, the distance of a marathon.

People who complete the challenge will be able to claim rewards, which are expected to include discounts, vouchers, and other incentives. Walks will be logged digitally through an online system, phone, or smartwatch.

The initiative is being developed with former Olympic medalist Sir Brendan Foster, founder of the Great North Run. He said the idea is simple: get more people walking regularly rather than pushing complex fitness goals.

The NHS hopes more than 100,000 people will join the challenge, with daily activity tracked digitally. If that target is met, Foster said it could become the biggest marathon-style participation event ever.

The scheme forms part of England’s wider 10-year health plan, which places more focus on prevention and everyday physical activity. Health officials say physical inactivity is linked to one in six deaths, while millions of adults in England still fail to meet even basic exercise levels.

According to Sport England data for the year ending November 2025, nearly 12 million adults were classed as physically inactive, meaning they did less than 30 minutes of moderate physical activity a week.

Supporters of the scheme say its biggest strength is that it turns exercise into a simple habit. By tapping into “streak” culture — where people stay motivated by maintaining a run of daily activity, officials hope participants will stick with walking long enough for it to become routine.

Foster said walking for 30 minutes, five times a week, could add up to four extra years of healthy life for some people, while also easing long-term pressure on health services.

More details on the reward structure, including the full voucher scheme and sign-up process, are expected in the coming months.

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