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Yesterday we published the final report for Impact ’25 programme, our Women’s Rugby World Cup 2025 legacy programme. 

The programme was delivered by the Rugby Football Union (RFU) in partnership with the UK government, Sport England and UK Sport.

Backed by £14.55 million of government investment, and driven by the incredible commitment of clubs, volunteers, coaches, match officials and players, Impact '25 has helped transform opportunities for women and girls across England.

The ongoing legacy

There is a huge amount to celebrate with Impact ’25. But we can’t stop there.

Through Every Rose: Our Time, the RFU's five-year action plan published shortly after last year’s Women’s World Cup, we set an ambitious target of reaching 100,000 active female players by 2030, including 70,000 club-registered players.

Last year, almost 48,000 women and girls were playing at rugby clubs across England, and now schools, colleges and universities will play a critical role in reaching that ambition in the next four years.

Our growing workforce across the education sector is introducing more young people to the game through T1 Rugby, an accessible non-contact format that retains the unique characteristics of rugby union while providing an easy entry point into the sport.

Partnerships with organisations such as Scouts and Guides are helping us reach new audiences, while the growth in girls' and women's sections at rugby clubs means there are now more opportunities than ever for participants to continue their rugby journey.

Alongside participation growth, we are committed to ensuring women and girls can thrive in the game.

And our work on female health and wellbeing continues to develop.

This summer we announced a landmark partnership with Women in Sport and became the first major British sport to launch a standalone anti-sexism and misogyny policy, part of a broader commitment to making rugby safer, more inclusive and more welcoming.

The importance of partnership

The success of Impact '25, and what’s been happening since, demonstrate what can be achieved when different organisations and the wider community game come together behind a shared vision to drive the women’s and girls’ games forward.

We’re hugely grateful to Sport England for their involvement in Impact ’25 and value their ongoing support.

There remains huge potential in women’s and girls’ rugby, and we must not take our foot off the pedal.  

Last week I finally plucked up courage to have my BioAge measured at an EGYM showroom by St Paul's Cathedral, London.

I still have an inbuilt phobia of getting things checked out, even when there’s nothing to worry about, and I was very pleased to learn that my BioAge (that is how old my organs are compared to the numbers of birthdays I've celebrated so far) is in fact 37-years-old – a good 16 years younger than my actual age.

By coincidence, 37 was the exact age when I started my fitness journey.

Having not exercised since school, I’d gradually put on a few pounds every year and a heath check had told me I was on the borderline of being obese.

I’d signed up my old team at 20th Century Fox to an ambitious team challenge – to climb 20 peaks across the Lake District over 20 hours – and didn’t want to be the 'overweight managing director' holding people back!

And just as that experience was the kick off for me, this National Fitness Day we’re looking to welcome millions to start, or restart, their fitness journey.

Reflecting on the EGYM experience, there’s so much more to fitness than simply losing weight and also so many ways to measure success.

There’s strength, mobility and, most importantly, how you feel both physically and mentally.

These days we have the technology and insight to help people with personalised training plans that are right for them, and with so many ways to get moving.

A few weeks ago, I was inspired by a member of the team who’d taken his daughter on her first parkrun, and I decided to take may own teenage daughter out for her debut parkrun in Cheltenham.

It was great to see such an eclectic range of people out early(ish) on a Saturday morning, to run without fear of judgement or failure, just to be out there being active.

Our research shows that any form of activity – be that walking or short workouts at home – significantly increases people’s confidence in their physical health, and their intent to join a health club, gym or leisure centre.

Plus our latest consumer polling shows that sense of community, connection and friendship is also found in our nation’s gyms and leisure centres, across all generations.

Of course, it’s the first step that can be the hardest, followed by the consistency needed to turn those first efforts into regular, life-long habits.

Our industry has many great pathways so activity levels are slowly trending upwards, but activity is unequally distributed with many barriers still existing. 

These barriers can be cost and convenience, but they exist in areas super served by facilities as well as those where they’re few and far between.

The biggest barrier is in the mind – it's the uncertainty about where to start, the fear of not fitting in and the gap between wanting to change and actually showing up. National Fitness Day exists to collapse that gap.

This year we're working with organisations across the sector, as well as schools, community groups, employers and others to make that first step easy, fun and frictionless.

Free taster sessions, beginner-friendly groups, times that fit real life – all ‘Powered by You’, our theme for this year.

Because that's what National Fitness Day is for – not for people who've already decided they're fit, but for the millions like my 16-year-younger self who have a reason to be active but are looking for a way to start.

If you've been thinking about it, this is the week! This is the perfect time to take that first step.

A lot can happen in seven years. That was the last time the UK Chief Medical Officer (CMO) physical activity guidelines were updated and the context then was very different.

Boris Johnson became Prime Minister, England women’s World Cup semi-final was the most-watched television broadcast of the year, Greggs launched a meat-free version of its sausage roll and, of course, we were pre-pandemic.

Importantly, data from the 2019-20 Active Lives Adult Survey results highlighted 62.8% of the population achieved recommended activity guidelines, with 25.5% being physically inactive (if you’re wondering, this compares to 64.6% ‘active’ and 24.7% ‘inactive’ respectively in the latest 2024-25 Active Lives Adults Survey results, which look at data from the November 2024-25 period).

Updated from the 2011 version, the 2019 guidelines introduced guidance for pregnancy, postnatal activity and disabled adults, plus it enhanced messages on muscle-strengthening, balance and flexibility.

It also made clear that all movement counts – an idea that was summed up by the simple yet powerful “some is good, more is better”.

Whilst you’d be hard-pressed to find anyone that doesn’t agree that being active is good for you, navigating the various physical activity messages – particularly for those who do little or no activity at all – has remained a communicative hurdle for many.

But growing evidence and collaborative momentum over recent years is helping drive a systemic, positive shift away from ‘why physical activity?’ towards ‘how do we make it easier for everyone?’

And this brings me nicely onto the 2026 refreshed guidelines, published in the summer.

What’s new or different?

Well, we should view this refresh as an evolution rather than revolution. Let me explain.

Whilst a significant amount of new scientific literature has been published since 2019, it’s important to highlight that this evidence has primarily served to reinforce existing core activity recommendations and, therefore, these broadly remain the same.

Guidelines retain a life-course approach: under 5s, children and young people aged 5-18, adults aged 19-64 and older adults aged 65+.

The evidence has strengthened our understanding of the health benefits of being active and has helped refine activity messages with the aim to be more usable and inclusive. There is also a renewed emphasis on:

• every movement counts – even small increases from a low baseline (i.e. for those who do no or very little activity) can bring real health benefits. Research highlights that 11 minutes a day of moderate-intensity physical activity is associated with a 23% lower risk of early death. And this is exactly the idea that This Girl Can has turned into their Move 10 challenge, encouraging women to move for 10 minutes a day, 10 times in a month and to mark their progress with a free online tracker
• light-intensity activity (allowing you to carry on a conversation or even sing while performing the activity) is recognised as beneficial for your health, particularly for those who are inactive, older adults, disabled people and those living with long-term health conditions
• strength and balance activity is vital throughout our lives but particularly as we age, in order to maintain mobility and independence. Interestingly, this now specifically includes people taking GLP-1 agonist drugs to help maintain muscle strength. This is key as studies show loss of lean muscle mass can be an adverse outcome of taking these drugs, potentially impairing mobility and worsening insulin resistance. Regular physical activity also supports the prevention of weight regain
• the benefits of being active far outweigh any associated risks, including for people with disability and most long-term health conditions, as we know the fear of injury or worsening an existing health issue can be a significant barrier to becoming active. It is key that physical activity is performed for an appropriate amount of time and at an appropriate level of intensity for the individual
• the need to reduce prolonged periods of sitting (too much time sedentary is associated with risks to our health)
• stronger evidence on the importance of physical activity for women. In fact, women in the most deprived areas are significantly less likely to do two or more sessions of muscle-strengthening activity each week (key to mobility, bone health and longevity), compared to those in living in less deprived areas.

Whilst familiar, this refined messaging points to a heightened importance of activity for those who do little or no activity at all, exactly where the health and wellbeing benefits are greatest.

The evidence underpinning the guidelines continues to make the case for physical activity’s value being optimised when undertaking a combination of aerobic and muscle-strengthening activity.

Moreover, data tells us those achieving higher levels of regular activity often do so through a combination of activity types woven throughout the week, helping build a resilient activity habit.  

To help with communicating the refreshed guidelines, the suite of infographics available has been updated too.

So, whilst core activity guidelines remain consistent with 2019, we can have greater confidence in the underpinning evidence, associated health benefits (even through small increases and light-intensity activity) and messages to convey.

What are the takeaways for our sector?

• Don’t forget our own learning: whilst the headlines here are that core activity guidelines remain the same, certain aspects now have a heightened emphasis. I’d encourage everyone to take the time to read and absorb this update. Having been involved in sport, physical activity and health for over 20 years, this was a good refresher for me, plus I learned a lot too!
• Sharing with and supporting influencers: let’s share key points emphasised through this refresh, alongside updated resources, with our networks – particularly those change-makers who have the greatest influence over people that do no or little activity at all. Let’s celebrate that the evidence has never been stronger.
• Clarity of message: this refresh reinforces the idea that 150 minutes a week of moderate-intensity activity (or 75 minutes of vigorous-intensity, or a combination of both) should remain the benchmark, but we know that for many 150 minutes can feel out of reach. This means supporting and celebrating first steps, advocating that even small increases in activity can deliver real health benefits (but the more we do, the greater those benefits will be), and tailoring messages to people's needs, motivations and circumstances.

With all of these points in mind and as we consider the updated guidelines, let’s not forget about ourselves and how we role-model activity behaviours.

A walk in nature in the morning or in our lunch breaks, or a game of frisbee in the park with family, friends or colleagues are all examples of ways to add movement into our daily routines. It all adds up and there’s never a bad time to move.

The CEO of ASF, Shazia Ali, has worked in the research industry for nearly 30 years and champions the importance of hearing real human stories to ensure that real people and communities are behind strategies developed.

A personal perspective

For instance, for Raheema Mamodo, joining parkrun led to a sense of connection she wasn't expecting.

Her first parkrun experience was for her graduation run at the end of Couch to 5K and she confessed she had "no idea of what to expect when the run leader suggested we attend".

Raheema mentioned it felt “overwhelming” being surrounded by runners, yet she felt welcomed straight away and loved all the cheering from fellow participants.

They made her feel like she belonged in that space too and she's carried on attending parkrun since that first event over seven years ago.

Having recently achieved her 250-parkrun milestone, Raheema's experience highlights the powerful role that welcoming environments can play in helping people stay active.

Looking ahead

South Asian Heritage Month is an opportunity to celebrate the rich contribution of South Asian communities across the UK. 

It is also an opportunity to listen, learn and better understand how sport and physical activity can be more inclusive for everyone.

ASF and parkrun are at the beginning of that journey.

By working alongside communities, hearing different perspectives and learning from lived experiences, we hope to build a stronger understanding of what belonging in physical activity really means and how more people can be supported to take part in ways that work for them.

Because lasting change starts with listening and, by walking together, we go further.