#BEACTIVE DAY, a European-wide campaign, is an initiative of the European fitness and physical activity sector managed by EuropeActive and its national association partners. This campaign underlines the significance of physical activity by organising a multitude of free events and activities throughout the continent.
Promoting greater participation in physical activity events on and around September 23rd, the #BEACTIVE DAY campaign contributes directly to the continent’s largest campaign promoting sport and physical activity - the European Commission’s annual European Week of Sport (EWoS), further enhancing the fitness sector's ever-growing contribution to Health-Enhancing Physical Activity (HEPA).
The campaign’s evolution since its inception in 2017 showcases its commitment to encouraging Europeans to lead healthier lives. The significant expansion of the campaign is largely attributed to the involvement of National Fitness Associations across Europe, who play a crucial role in coordinating, promoting, and implementing #BEACTIVE DAY campaign activities. This evolution underscores the sustainable success of the #BEACTIVE DAY campaign, solidifying its status as a highly recognisable and unifying event for the European fitness sector.
Celebrating the Success of #BEACTIVE DAY 2024
The closing conference at SPARKS in Brussels on December 13 celebrated the success of this year’s #BEACTIVE DAY campaign, together with all the national associations that made the campaign a reality.
The 2024 #BEACTIVE DAY campaign marked another milestone in promoting physical activity and healthy lifestyles across Europe. Reaching over 11 million people through more than 21,000 events in 21 countries, the campaign continues to inspire individuals and communities to embrace active living. With a participation count exceeding 568,000, the campaign exemplified its commitment to inclusivity and sustainability by showcasing adaptive activities and promoting higher attention on environmental sustainable practices. Events like the #BEACTIVE DAY kick-off event in Brussels, co-hosted with AKV MOVE, celebrated diversity and sustainability. The event included eco-friendly initiatives, accessible activities, and raised funds for Cap sur le Sport, a non-profit dedicated to making sports accessible to for everyone, especially those from underprivileged backgrounds.
Key Achievements and Innovations in 2024
- Inclusivity: special efforts focused on breaking down barriers for people with disabilities and promoting adaptive physical activities, ensuring wider and more diverse participation.
- Sustainability: eco-conscious practices were at the heart of this year’s events, featuring biodegradable materials, locally sourced refreshments, and minimised merchandise waste.
- EuropeActive, in collaboration with the project consortium, released Accessibility and Sustainability Guides in nine languages, equipping organisers with tools to host inclusive and environmentally responsible events.
- The 2024 campaign introduced a data collection platform in collaboration with 4global, which provided valuable insights into participation trends and engagement metrics.
- Community Engagement: partnerships with national organisations, local communities, and experts amplified the campaign’s impact, creating meaningful connections and driving participation.
Looking Ahead
The 2025 campaign aims to expand on the successes of 2024 by focusing on the intersection of physical activity and public health. At the #BEACTIVE DAY Conference in December, the inclusion theme for 2025 was unveiled: the critical role of physical activity in preventing and managing Non-Communicable Diseases (NCDs). The primary inclusion objectives for the 2025 include:
- Enhancing understanding of the benefits of HEPA for people managing NCDs and chronic conditions;
- Expanding programmes to meet diverse needs, reducing barriers to participation;
- Building stronger partnerships between health and fitness sectors to deliver impactful, scalable solutions.
The 2025 theme highlights the growing potential for collaboration between the fitness and health sectors to address the global burden of NCDs through adaptive, inclusive programmes. Floor Van Houdt, Head of the Sports Unit at the European Commission, stressed the importance of these efforts in her keynote address, stating: “Cross-sectoral collaborations are essential to tackling inactivity and improving public health outcomes.”
With a growing reputation as a unifying event for the European fitness sector, #BEACTIVE DAY continues to inspire people to embrace active, inclusive, and sustainable lifestyles. Together, we can tackle physical inactivity and work towards a healthier, more equitable future for all.
