Press Release: Start-Rite Shoes and The Daily Mile calls for families to #Find15 this half-term as new report reveals 9 in 10 primary school aged children are not meeting their exercise needs


New scientific research¹ reveals a decrease in children’s fitness and an increase in body mass index following school holidays and raises concerns over the lack of information available to parents around children’s activity requirements.

The report found less than 10% of primary aged children (5+ years) are meeting the Government guidelines of 60 minutes of moderate to vigorous physical activity per day, and limited information to support parents on the required intensity or duration of bouts.

It also suggests parents should not assume organised team sports provide sufficient levels of physical activity, revealing that only 25% of time spent doing these sports is at the cardio level needed to strengthen muscle and bone, which is key to healthy ageing.

As we face more stringent lockdown measures, this half term, Start-Rite Shoes and The Daily Mile are calling for parents to start a routine of 15 minutes cardio exercise as a family, at least three times a week to help keep their children fit and active while away from school.

The #Find15 campaign is part of a new and exciting partnership between Start-Rite Shoes and The Daily Mile, supported by INEOS. It aims to improve children’s health, personal well-being and fitness while at home.

The extensive literature review of scientific research, undertaken by the Cambridge Centre for Sport and Exercise Sciences at Anglia Ruskin University¹, comes as 25% of primary aged children are found to be obese. It identifies the type and level of physical activity necessary by children’s age and stage of development, and guidance on how to get the most benefit from 15 minutes exercise. The findings will be shared with guardians, parents, teachers and children in a bid to enhance The Daily Mile’s impact in schools across the world.

Founder of The Daily Mile, Elaine Wyllie MBE, said: “For complex reasons it can be hard for children to do enough physical activity at home. #Find15 makes it easy for parents to get their children active because it’s quick, everyone can do it and it’s completely free. Families will enjoy spending time together outdoors in the fresh air and at the same time improving their physical and mental health.”

The report which represents Start-Rite Shoes and The Daily Mile Foundation’s shared interest in providing parents with research-backed advice, also found that interventions to increase physical activity which involved other family members are more likely to be successful. A previous proprietary report from Start-Rite² found 65% of primary aged children would like to exercise with their parents or carers.

Kate Tansley, Start-Rite CEO, added: “We are excited to be partnering with The Daily Mile which is an established authority on the benefits of childhood exercise. We know that children who are physically active reap mental health benefits, have been shown to be fitter and carry the benefits of physical activity into later life. Previous research told us how much children love to exercise with their parents or carers, so we hope this campaign will encourage more families, to enjoy 15 minutes of fast paced physical activity, on a daily basis together.”

About the Campaign – #Find15 encourages all families to incorporate 15 minutes of self-paced physical activity (walking, jogging or running) into daily life, so all can experience the benefits of regular exercise together. By focusing on a 15 minute duration, rather than on the distance, it keeps the activity non-competitive, social, and inclusive – everyone can take part at their own pace, regardless of age, ability or personal circumstance.

How to #Find15 with Start-Rite and The Daily Mile – To take part families should:

  • Head outside into the fresh air and aim to walk at a quick pace for approximately 15 minutes.
  • During this 15 minutes, undertake activities that will continually increase your heart rate reserve by 60%, this will include a brisk walk, jog or run.
  • Tips for getting the most out of your 15 minutes:
    • Aim to feel out of breath for most of the time and to feel your heart beating faster than usual.
    • On day one, decide on an activity or destination and keep a record of how fast or how long you managed to do it. Do the same for three days and watch your results improve.
    • Set a timer on your phone. This will help little ones to stay motivated as they see the stop watch ticking away.

Why #Find15 with Start-Rite Shoes and The Daily Mile –

  • 11,590+ schools across 79 countries are signed up to take part in The Daily Mile and witness the benefits to their pupils.
  • The Daily Mile³ helps children be more active and less sedentary and significantly increases their fitness levels. The Daily Mile improves children’s body composition by reducing body fat and has a positive impact on body mass index in girls.
  • Children report feeling happier, more awake, calmer and have better self-esteem after doing The Daily Mile and improves attitudes towards physical activity.
  • The Daily Mile increases children’s alertness and can help increase verbal memory – these skills enhance children’s ability to learn. The Daily Mile helps children’s attention, focus and concentration in class and its social nature supports children to work better together.

Join the campaign on social media using #Find15. Read more about the campaign at and, and for more ideas on getting the most out of The Daily Mile at Home head to



Media contacts

Vista PR for Start-Rite Shoes: Lucy Reeves – – 07979 853 910

MediaZoo for The Daily Mile Foundation: Chris Hall – 07739 571 634



  1. The research report, Identifying Types and Levels of Physical Activity Throughout Childhood for Healthy Growth and Development, was undertaken by the Cambridge Centre for Sport and Exercise Sciences at Anglia Ruskin University on behalf of Start-Rite Shoes September 2020.
  2. Research was conducted by CHILDWISE in schools, with children aged 7-11 (School years 3 to 6). The questionnaire was administered online, and completed under teacher supervision. A total of 612 children took part, from 16 schools across England. The sample covered boys and girls, with schools selected to give a good geographical spread. Fieldwork took place during February and March 2016.
  3. Information and research on the benefits of The Daily Mile activity on children’s health visit