Since the early 2000s, the physical inactivity ‘pandemic’ has been an unfortunate global reality that continues to worsen. Promoting and facilitating access to physical activity are critical to enable a healthier and more resilient population for generations to come. While Health-Enhancing Physical Activity (HEPA) has long been a recognised and proven cost-effective tool to prevent and manage Non-Communicable Diseases (NCDs), HEPA’s public health potential remains untapped, and inactivity levels across high-income countries persist.
The Inactivity Crisis and NCD Burden
According to the World Health Organization (WHO), physical inactivity is one of the leading risk factors for mortality worldwide, contributing to approximately four to five million preventable deaths annually. In the European Union alone, NCDs—such as cardiovascular diseases, Type 2 diabetes, and certain cancers—account for 80% of premature deaths and place a tremendous burden on healthcare systems. Regular physical activity is a proven method to mitigate these risks, yet a significant proportion of Europeans remain inactive. The 2022 Eurobarometer on sport and physical activity revealed that 45% of Europeans never exercise or play sports, a figure that has remained stubbornly high over the past decade.
While the benefits of exercise are widely acknowledged, barriers persist, particularly for individuals already affected by NCDs. Many face limited access to exercise opportunities, inadequate awareness of HEPA programmes, or even physical and psychological barriers that prevent them from engaging in regular movement. Addressing these challenges requires more than awareness, with structured cross-sectoral initiatives that make physical activity more accessible, inclusive, and engaging.
The Role of HEPA in Prevention and Management
Scientific research has repeatedly shown that regular exercise not only reduces the risk of developing NCDs but also plays a crucial role in their management. The OECD and WHO’s 2023 report on insufficient physical activity highlighted that if EU citizens met the recommended 150 minutes of moderate-intensity activity per week, it could prevent 11.5 million new cases of NCDs by 2050, including 3.8 million cases of cardiovascular diseases and 3.5 million cases of depression.
Physical activity has also been linked to improved immune responses, which became a crucial factor during the COVID-19 pandemic. Studies show that even a single session of moderate exercise can enhance the effectiveness of vaccinations, a finding that further underscores the vital role of movement in overall public health.
#BEACTIVE DAY: A Movement for Change
#BEACTIVE DAY is an annual campaign dedicated to promoting physical activity. Organised by EuropeActive and its partners as part of the European Week of Sport, the initiative embodies the European fitness and physical activity sector’s mission of getting more people, more active, more often. Last year’s campaign reached an impressive 11 million people through 21,158 events in 21 countries, engaging over 588,000 participants in various activities ranging from outdoor group workouts to school sports days and workplace fitness challenges.
But #BEACTIVE DAY is more than just a celebration of movement. Each year, the campaign focuses on a crucial theme, and in 2025, the spotlight is on HEPA and breaking down barriers for individuals with NCDs. By providing accessible opportunities and encouraging participation across all demographics, the initiative serves as a blueprint for communities seeking to integrate physical activity into daily lives, in sight of increasingly individual quality of life and of reducing the prevalence of lifestyle-related diseases.
Inclusivity and Sustainability
A key focus of #BEACTIVE DAY 2025 is ensuring inclusivity, particularly for those with NCDs or at risk of developing them. EuropeActive and its partners are working to create accessible environments, including adapted fitness programmes, targeted awareness campaigns, and collaborative efforts with healthcare providers to promote physical activity as a fundamental pillar of disease prevention.
Sustainability is also at the heart of the campaign. As demonstrated in previous editions, #BEACTIVE DAY isn’t just about individual health but also about fostering healthier communities. Besides the Accessibility Guide, the 2024 edition introduced a Sustainability Guide, developed in collaboration with the European Network of Outdoor Sports, to help organisers reduce the environmental impact of events, promoting eco-friendly practices alongside physical activity.
Looking Ahead: How To Get Involved
The #BEACTIVE DAY campaign continues to grow in impact and reach. Whether you are an individual looking to improve your health, a community leader aiming to promote movement, or a policymaker seeking to support public health initiatives, there are countless ways to participate.
Did you know that simply organising a local event—be it a workplace fitness challenge, a community walk, or a school sport day—can contribute to this pan-European movement? The power of #BEACTIVE DAY lies in its simplicity and adaptability, making it easy for anyone, anywhere, to be part of the change.
Physical activity is one of the most effective and cost-efficient ways to combat NCDs and improve overall well-being. With HEPA at the core of this year’s campaign, #BEACTIVE DAY 2025 is not just about promoting sport and fitness but about shaping a healthier, more inclusive future for all.
