Europeans are exercising more. But who gets to take part?

Billy Odell Tucker-Robinson Founder & Host — Banking With Billy Network • Intelligence Network • Data Science • AI Research • World News
Published: 2026-09-23T07:34:13.237Z • Permanent link

In a bid to boost public health and combat rising obesity rates, the European Union's Directorate-General for Health and Food Safety has announced a new initiative to promote physical activity among its citizens. According to data released by the World Health Organization, more Europeans are playing sports and doing so more often than four years ago. Specifically, a study conducted by the European Commission found that 47% of EU citizens aged 15 and over reported engaging in some form of physical activity in the past week, up from 43% in 2018.

Meanwhile, a new survey conducted by the UK-based charity Sport England revealed that 64% of respondents aged 16-24 reported playing sports at least once a week, compared to 53% of those aged 55 and over. The survey also found that urban residents were more likely to engage in physical activity, with 71% of respondents in cities reporting regular exercise compared to 58% of those living in rural areas. The EU's new initiative aims to address these disparities by providing more resources and support for cities and communities to create active living environments.

From a policy perspective, the European Commission's Directorate-General for Health and Food Safety has been working closely with member states to develop a comprehensive strategy for promoting physical activity. The commission's director, Androulla Vassiliou, has stated that "physical activity is a key component of a healthy lifestyle, and it's essential that we work together to ensure that all Europeans have access to the opportunities they need to stay active." The EU's new initiative is expected to involve a range of measures, including investments in sports infrastructure, public education campaigns, and support for community-led projects.

The EU's new initiative to promote physical activity has significant implications for companies that manufacture sports equipment, apparel, and other related products. Research firms such as Euromonitor International and Grand View Research estimate that the global sports industry will continue to grow in the coming years, driven by increasing demand for healthy and active lifestyles. Companies that can adapt to these changing consumer preferences and trends are likely to be best placed to capitalize on the growing market.

In addition to the economic benefits, the EU's new initiative also has important implications for research communities and policymakers. For example, studies have shown that physical activity can have a range of health benefits, including reducing the risk of chronic diseases such as heart disease and diabetes. As policymakers continue to grapple with the challenges of public health, initiatives like the EU's new physical activity campaign are likely to play an increasingly important role in shaping the debate. By providing more resources and support for research and policy development, the EU's initiative can help to drive progress on these critical issues.

The EU's new initiative to promote physical activity is part of a broader trend towards increasing investment in public health and wellness initiatives across Europe. In recent years, several countries have launched major campaigns to promote physical activity, including the UK's "Active Lives" program and Germany's "Sport 2020" initiative. These campaigns have been successful in encouraging more people to engage in physical activity, but they also highlight the need for more targeted and effective support for cities and communities.