A new survey reveals that while 82% of parents want their families to be more active together, 61% avoid physical activities because they worry they are not good enough at sports.
Government Figures Contrast With Parental Anxiety
According to Censuswide research conducted between August 14 and August 24, 2026, among 2,006 parents and guardians in England, 49% of respondents do not consider themselves naturally sporty. This self-doubt directly impacts children, as 68% of parents admit that inactivity in adults makes it harder to encourage physical movement in their kids. NHS guidelines recommend an average of at least 60 minutes of physical activity daily for children, yet fewer than half of UK children currently meet this benchmark. The new data exposes a division between parental desires for healthy lifestyles and the personal insecurities holding them back from participating.
Charlie Brooks and Joe Wicks Launch New Moves Club
To bridge this divide, the government launched the “New Moves Club” as the latest phase of its Let’s Move! campaign. EastEnders actress Charlie Brooks and fitness coach Joe Wicks teamed up to front the initiative, which targets children aged seven to 11 and focuses on fun rather than athletic skill. Brooks and Wicks travelled across the country to film families trying unfamiliar activities—including basketball, cricket, yoga, and hula hooping—side by side.
Barriers and Benefits Identified in Censuswide Research
Beyond personal confidence, the Censuswide survey identified logistical hurdles to family fitness. Forty percent of parents cited a lack of time as a primary obstacle, followed by 27% struggling with too many household tasks and 25% pointing to bad weather. Despite these obstacles, parents recognize clear rewards for participating. Fifty-three percent reported that joint activity creates more quality time, 47% observed happier children, and 45% noted a reduction in screen time. For the children themselves, 60% identified pure fun as their primary motivator for joining in.
Joe Wicks Shares Practical Tips for Busy Families
Fitness coach Joe Wicks outlined actionable strategies to help parents bypass perfectionism and incorporate movement into daily routines without spending money on expensive equipment. Wicks recommends starting with simple 10-minute bursts of activity, such as turning household chores into racing games, dancing in the kitchen while preparing dinner, or walking and scooting on the school run. He advises parents to embrace mistakes and wobbles so children see that physical movement remains accessible and enjoyable for everyone regardless of athletic ability.
Frequently Asked Questions About the New Moves Club
What age group does the New Moves Club target?
The campaign specifically targets children aged 7 to 11 living in England to help them build lifelong physical activity habits.
How much daily physical activity do children need according to the NHS?
NHS guidelines recommend that children aim for an average of at least 60 minutes of physical activity every day.
What were the exact dates of the Censuswide survey?
The attitudinal research was conducted between August 14, 2026, and August 24, 2026, surveying 2,006 parents and guardians.