Government Partners with Joe Wicks to Encourage Families to Stay Active and Healthy

Encouraging Active Lifestyles for Children This Summer

As the summer holidays approach, families across the UK are being urged to prioritise physical activity for their children. The government is continuing its support for the animated fitness series, Activate, developed by renowned fitness coach Joe Wicks MBE. This initiative comes in response to new findings indicating that a significant majority of parents—88%—express concerns about their children spending too much time inactive during the summer break. Alarmingly, only 18% of parents believe their children will manage to engage in the recommended 60 minutes of physical activity each day throughout the holidays.

Engaging Fitness Content for Kids

Activate offers a series of entertaining five-minute exercise episodes available for free on BBC iPlayer, with daily broadcasts on CBeebies. These episodes are crafted to make physical activity enjoyable and easily accessible, encouraging children to incorporate movement into their daily lives, whether at home, on holiday, or in between summer activities. The series includes a variety of themed episodes featuring exercises like squats, running on the spot, and star jumps, all set to popular music from artists such as Gala, Olly Alexander, Bastille, and the Spice Girls, inviting the entire family to join in.

Building on the success of its initial launch last summer, during which the Department of Health and Social Care funded ten episodes that inspired nearly 60,000 hours of active play, Activate has now expanded to include 18 episodes, featuring special themes for events like the World Cup, Back to School challenges, and a Christmas special.

Government Support for Healthy Habits

James Murray, Secretary of State for Health and Social Care, highlighted the importance of embedding regular physical activity into children’s daily routines. He stated, “We want every child to have the best possible start in life, and helping families build regular physical activity into their daily routines is an important part of that.” The Activate series aims to make physical activity accessible and enjoyable, providing parents with the resources they need to foster healthy habits in their children.

The summer months can often disrupt the regular exercise routines established during the school year, with nearly 70% of parents noting that their children are more active when school is in session due to organised sports and physical education. Activate seeks to eliminate barriers to activity during the holidays by offering quick, engaging content that families can easily fit into their schedules.

Making Movement Fun and Accessible

Joe Wicks MBE remarked on the challenges parents face in keeping children active during the summer, emphasising the need for movement to be perceived as enjoyable and simple. He explained, “Activate was created with exactly that in mind. The series is designed to break up sedentary time with accessible movements that children can enjoy without realising they are exercising.” Each episode features unique themes, allowing families to embark on activities such as surfing challenges or superhero training, ensuring that there is something for everyone.

Wicks expressed his joy in seeing families engage with the Activate challenges, noting the pivotal role that parents and caregivers play as role models in promoting physical activity. His mission is to instil a positive relationship with exercise in children, and he hopes that Activate will serve as a fun and free resource for families throughout the summer and beyond.

Addressing the National Health Challenge

The initiative aligns with the updated UK Chief Medical Officers’ Physical Activity Guidelines, which stress the significance of regular physical activity for maintaining both physical and mental health. With obesity being one of the UK’s most pressing public health issues—costing the NHS approximately £11.4 billion annually—there is an urgent need for effective interventions. Over one in five children enter secondary school living with obesity, a statistic that rises to nearly one in three in areas with higher poverty levels.

Maintaining an active lifestyle not only supports personal health but also alleviates pressure on the NHS. Sport England estimates that increased physical activity can prevent £15.9 billion in treatment costs each year. Despite this, inactivity persists, with around 12 million adults exercising less than the recommended 30 minutes of moderate activity weekly, and over 2 million children falling short of the same guideline daily. The Activate programme represents a collaborative effort to combat this escalating health crisis.

A Collaborative Approach to Health

Activate is part of the government’s 10-Year Health Plan, which aims to shift the focus of the NHS from merely treating illness to preventing it. Families are encouraged to take advantage of the free resources available throughout the summer as a straightforward method to instil healthy habits in their children that can last a lifetime.

Simon Hayes, Chief Executive of Sport England, commented on the importance of positive childhood experiences in fostering a love for physical activity. He noted, “It’s hugely encouraging that more children than ever are meeting the recommended physical activity guidelines, but far too many still miss out on the benefits of being active.” Programmes like Activate play a crucial role in making movement enjoyable and easily integrated into daily life, helping children develop lasting healthy habits and the confidence to engage in play, sports, and other activities.

About Activate and Research Methodology

Activate is a pioneering animated physical activity series designed by Joe Wicks, featuring five-minute episodes that combine animation and lively music to motivate children to enjoy short bursts of movement. Developed by StudioAKA, the series is supported by the Department of Health and Social Care, which aims to incorporate it within communities and educational establishments across the UK.

The research informing these findings was conducted by Censuswide, surveying 2,010 parents of children aged 4-11 in England between 1st and 6th July 2026. Censuswide adheres to the principles set forth by the Market Research Society and the British Polling Council, ensuring high standards of data quality and research integrity.