The UK Government has unveiled “Let’s Move!”, a national campaign backed by Sport England and ambassadors including Beth Tweddle, Max Whitlock, and Joe Wicks, aimed at tackling child inactivity and helping families maintain movement throughout the year.
The UK Government has launched “Let’s Move!,” a new campaign that aims to tackle inactivity and help families keep children moving all year-round. The campaign is backed by Sport England as well as Olympic medal-winning gymnasts Beth Tweddle and Max Whitlock, and British fitness coach Joe Wicks, also known as The Body Coach.
The research
According to research conducted by Censuswide between Oct. 22, 2025 and Oct. 28, 2025, 81 percent of parents underestimate how much physical activity children need. NHS guidelines recommend that children get at least 60 minutes of physical activity per day, including 30 minutes outside of school hours, but only 14 percent of the parents surveyed were aware of this. Furthermore, more than half (57 percent) of parents said their children’s physical activity levels are likely to decline in the autumn and winter.
Censuswide’s attitudinal research was conducted on a sample of 2,519 parents and guardians of 7–11 year olds in England only. Thankfully, the vast majority of parents (94 percent) said their children enjoy physical play as a form of movement. Favorite activities include visiting the playground (56 percent), riding a bike (46 percent), dancing (44 percent) and playing tag or chase (43 percent).
Campaign makes movement accessible through low-cost, fun activities
The “Let’s Move!” campaign aims to make staying active easy and affordable by offering a series of ideas, from kitchen discos to local activities and playground fun. The campaign is part of the UK Government’s broader effort to remove barriers to physical activity for people all over the country.
With the majority of parents unaware of recommended activity levels and winter months seeing significant drops in movement, this campaign addresses a critical public health gap. By leveraging high-profile ambassadors and practical, low-cost solutions, it aims to shift behaviour at scale—important for the sporting goods industry as it seeks to engage families and build lifelong activity habits.
