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Joe Wicks urges families to keep kids moving this summer as 88% of parents worry about too much sitting

Joe Wicks urges families to keep kids moving this summer as 88% of parents worry about too much sitting

New research reveals parents' concerns about inactive summer holidays, as Joe Wicks shares free ways to get children moving.

Joe Wicks and Secretary of State for Health and Social Care, James Murray, exercising with primary school children.

Getty & DHSC

MadeForMums

Published: July 15, 2026 at 7:30 AM

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The summer holidays are nearly here, but for many parents, keeping children active once school finishes is a real concern.

New research has found that almost nine in 10 parents are worried their child will spend too much time sitting down over the summer, whether that's watching TV, gaming or using tablets. To help families get moving, Joe Wicks is encouraging parents to try his free five-minute fitness series, Activate, available on BBC iPlayer and CBeebies.

The campaign, backed by the Department of Health and Social Care, comes as updated UK physical activity guidance highlights that any movement is better than none, and that breaking up long periods of sitting can benefit both physical and mental health.

Parents worry children won't stay active without school routines

According to research commissioned by the Department of Health and Social Care, 88% of parents are concerned their children will spend too much sustained inactive time during the summer holidays.

Just 18% believe their child will manage the recommended 60 minutes of physical activity every day throughout the school break.

Meanwhile, 68% of parents say their children are naturally more active during term time because of opportunities such as PE lessons, sports clubs and playtime.

Joe Wicks says movement should feel fun, not like exercise

Joe Wicks, who created the animated Activate series, says the school holidays can make it harder for families to stay active, especially when routines disappear.

"Many parents know that keeping children active during the summer holidays isn’t always easy. Once school finishes, routines change and there are lots of competing demands on family time, so it’s important that movement feels fun, simple and easy to fit into the day," he says.

Keeping children active during the summer holidays isn’t always easy.

Joe Wicks MBE

Activate features free five-minute workouts designed for children aged four and over. The episodes combine animation with music and imaginative themes including superheroes, surfing and jungle adventures, encouraging children to move without feeling like they're doing a formal workout.

The series includes exercises such as squats, running on the spot, burpees and star jumps, and is designed to fit easily into family life, whether you're at home, on holiday or looking for something to do between activities.

Nearly 60,000 hours of movement inspired last summer

Originally launched in 2025 with support from the Department of Health and Social Care, Activate has since expanded to 18 episodes after generating almost 60,000 hours of active family time during last summer's holidays.

Joe Wicks and Secretary of State for Health and Social Care, James Murray, exercising with primary school children.

Getty & DHSC

Joe says one of the biggest successes has been seeing parents join in alongside their children.

"My mission has always been to help children develop a positive relationship with exercise, and I hope Activate gives families a fun, free tool to stay active together throughout the holidays and beyond," Joe says.

New guidance says every bit of movement counts

The campaign also follows the publication of updated UK Chief Medical Officers' Physical Activity Guidelines.

The refreshed advice reinforces that:

Any physical activity is better than none.
The biggest health gains come from moving from being inactive to doing some activity.
Breaking up long periods of sitting with light movement can improve health.
People are more likely to stay active if they choose activities they enjoy.

More than one in five children are living with obesity by the time they leave primary school - and this rises to almost one in three in areas with higher levels of poverty and deprivation. But obesity is the UK’s most preventable chronic illnesses, so this programme aims to encourage children to build a positive relationship to physical activity that will last far past the summer holidays.

The government is encouraging families to use the free resources throughout the summer holidays as a simple way to help children stay active and establish healthy habits that they can continue for the rest of their lives.

Where families can watch Activate for free

Activate is available to watch free on BBC iPlayer, with daily episodes also airing on CBeebies throughout the summer.

Each episode lasts around five minutes, making it easy to fit into busy days, whether children need a burst of energy between activities or a break from screens.

The research was carried out by Censuswide on behalf of the Department of Health and Social Care between 1 and 6 July 2026, surveying 2,010 parents of children aged four to 11 in England.

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