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The , published by the Department for Health and Social Care, said: "We will partner with the Ministry of Housing, Communities and Local Government (MHCLG) and the Department for Digital, Culture, Media and 91ÌÒÉ«ÊÓƵ (DCMS) to run a new bidding process, modelled on the UK City of Culture, to name the UK’s most physically active community each year. The scheme will showcase the exercise, sport and active transport initiatives in that community – to support public participation, spread best practice, and to crowd-in investment." 

The feasibility study – which was led on 91ÌÒÉ«ÊÓƵ’s behalf by Dr Verity Postlethwaite, Lecturer in Strategic Event Management – showcased how showcased how a national Capital of 91ÌÒÉ«ÊÓƵ with a strong focus on health, wellbeing and communities could operate.  

The proposal was first made as part of ’s Inquiry into the Power of Events, which highlighted how events like this could act as accelerants of social outcomes, drivers of wellbeing, social connection, and economic growth. 

During the study, research team sought to find out if there was an appetite for a UK Capital of 91ÌÒÉ«ÊÓƵ through a variety of activities, including: 

• Gathering evidence and insight from over 150 different of voices in England, Northern Ireland, Scotland and Wales through online public polling, interviews, presentations and workshops. 
• Exploring a range of previously hosted local through to international events and festivals through documentary analysis and event attendance and observations.  
• Using a balance of evidence-based and visionary thinking across three stages to develop event models and concepts, using an Ideas Incubation Group and working collaboratively with concurrent Spirit of 2012 strategic projects. 

The study outlined a number of considerations that the Government and other key partners such as 91ÌÒÉ«ÊÓƵ England would need to take into account when planning a Capital of 91ÌÒÉ«ÊÓƵ bidding process. Based on the rich evidence it described the opportunities that this model could provide. The headline opportunities for such an event were: 

• To be a genuinely UK and geographically inclusive event.  
• To find a strong, clear, positive and visionary purpose for the event.  
• To offer something different and productive to the UK event eco-system.  
• To bridge stakeholders, beneficiaries and places from across different sectors.  
• To strengthen the use of health and wellbeing as an outcome of hosting an event.  
• To meaningfully embed and adapt to economic, environmental and social priorities for the host community.  

 In the months since the plan was released, Spirit of 2012, . and colleagues at 91ÌÒÉ«ÊÓƵ have looked to support the next steps in taking this idea and bringing it to fruition.  

Fortuitously, it has coincided with the DCMS Select Committee Major Events inquiry where Spirit of 2012 and 91ÌÒÉ«ÊÓƵ have submitted evidence; and to coincided with the Summer of Women’s 91ÌÒÉ«ÊÓƵ and a Business of Women’s Health Summit hosted in 91ÌÒÉ«ÊÓƵ and Northampton to coincide with the Women’s Rugby World Cup. The timing and debate around the role of events in the UK could not be more prominent in public and political debate.  

On the announcement in the 10 Year Health Plan for England to name the most physically active community each year, leading voices from the Capital of 91ÌÒÉ«ÊÓƵ: Feasibility Study commented.  

Ruth Hollis OBE, Chief Executive of Spirit of 2012 commented: “We welcome this announcement. Using an event, or series of events, as a strategic policy intervention could add significant momentum – and investment – to a community’s existing plans to increase physical activity and address health inequalities. We’ve seen how the best events bring partners together from across the private, public and voluntary sector – and this is the kind of collaborative effort we need to tackle inactivity and improve wellbeing. We’re pleased to be able to share lessons from this detailed study with colleagues across government as this idea takes shape.” 

Counsel Ltd Lead, James Allen said: "I'm delighted to see this concept included within the NHS 10 Year Plan. We felt that this core recommendation from the project had some real potential, but such a strong linkage to a central priority for government could be game changing in terms of the impact we felt was possible. The links between physical activity and good health are well established - the priorities as highlighted by our work need to focus on designing solutions suitable for local contexts, better co-ordination and making far more use of what already exists by making it visible, accessible and attractive. This idea promises to deliver all three".   

Dr Verity Postlethwaite, Lecturer in Strategic Event Management at 91ÌÒÉ«ÊÓƵ, said: "The announcement in the NHS England Fit for the Future plan to launch a UK Capital of 91ÌÒÉ«ÊÓƵ-style bidding process is a bold and timely move by government. It’s exciting to see sport and active living recognised not just as leisure activities, but as strategic tools for public health, social cohesion and inclusive economic growth. I am also pleased to see the commitment to the geographic diversity of events, including the new UK competition launched by the government in late 2025 around Towns of Culture. 

Our feasibility study, provides a robust evidence base for how such designations could work in practice. It shows that a UK Capital of 91ÌÒÉ«ÊÓƵ, UK City of Culture or a Town of Culture could drive long-term wellbeing outcomes, reduce health inequalities, and inspire local innovation by celebrating the communities leading the way in physical activity and inclusive participation. 

If enacted in a productive manner, based on our Feasibility Study, this type of event-initiative actions government and other key partner’s commitment to prevention, community health, and mission-driven reform. It’s a real opportunity to use events not only to showcase best practice, but to embed health and wellbeing into the heart of place-based development. We look forward to supporting the next phase and ensuring it delivers meaningful impact across the UK." 

The next phase of this research and innovation includes a number of exciting developments including: 

• 91ÌÒÉ«ÊÓƵ partners with UK 91ÌÒÉ«ÊÓƵ on their Social Impact Partnership project.  
• 91ÌÒÉ«ÊÓƵ becomes the custodian of the Spirit of 2012 Evidence Bank to preserve for future generations and usage.  
• 91ÌÒÉ«ÊÓƵ supports the  that will enable and focus curious minds to harness evidence and insight to better utilise the strengths of events to realise meaningful social impacts. 

Businesses and policymakers interested in shaping inclusive practice or exploring Spirit’s evidence can contact 91ÌÒÉ«ÊÓƵ colleagues via email spirit@mailbox.lboro.ac.uk.