n partnership with market research and insight agency, Opinium, London Sport conducted an omnibus poll of adults across London and the UK between 6th and 16th June 2025. The poll captured the views of 2,000 UK adults and 500 London residents.
The poll explored public attitudes towards physical activity, health, and access to opportunities for being active.
Key findings include:
Londoners are more likely to receive physical activity advice
- 34% of Londoners reported receiving advice on physical activity from a healthcare professional in the past five years, compared with 20% nationally.
Londoners are willing to act on advice
- 69% of Londoners said they would follow advice from healthcare professionals to take up physical activity, compared with 57% nationally.
Healthcare professionals play a key role
- Healthcare professionals remain the most influential source of advice in London: General Practitioners (GPs) 39%, mental health practitioners 26%, and physiotherapists 24%.
Based on the poll results, the system is generating intent but is not yet consistently converting this into sustained, equitable behaviour change.
Physical activity advice is taking place and is effective, and people are willing to act on it. However, the system is not yet sufficiently mature to deliver this consistently, equitably, or at scale.