Lessons For Canada: Preventative Health in Wolverhampton, United Kingdom

Imagine this… You go for a 5k walk, eat a salad, skip the fries and then end up with a free movie ticket. Or a gift card to your favourite store. Or discounted groceries.
That’s not fantasy — that’s Wolverhampton, UK.

In 2023, the UK government launched a wild experiment in this West Midlands city – a “Better Health” campaign. Here’s how its pilot program works: First, users download the National Health Services weight-loss app. Next, users get a custom 20-week health and fitness plan. If they follow along and reach their goals, they can bask in the rewards. Think discounts at major grocery stores, restaurants, amazon, big box stores, and local gym memberships.
28,000 Wolverhampton adults downloaded the weight loss app and followed through on collecting rewards. That’s about one in every eight residents – compare that rate to Canada, and you get about 5.1 million people. Overall these participants lost an average of 4.8% of their body weight, with many of the highest-risk individuals getting the maximum payout: £400 (roughly $685 CAD) in rewards. Not a bad payout for just improving your health!
In total, the UK government made £3 million available for incentives. That sounds like a lot of money, right? Well, the UK’s National Health Service so far says this program is cost-effective.
Why? Because it turns out that paying someone a few hundred dollars to lose weight is quite a lot cheaper than paying tens of thousands for heart disease, diabetes, or knee replacements down the road. It’s preventative care – makes sense that it actually prevents something.
Here’s why this matters for Canada.
Chronic and preventable disease costs the Canadian health care system billions each year. Think how many people are currently putting their life on hold waiting for a procedure that could have been prevented by simply taking more time to improve their health.
Now this strategy has been proposed before; gamifying health by incentivizing active living to help people create long-lasting habits. The United States is the most recent example of this, bringing back the National Fitness Assessment for children in schools. However, for most other governments, these “solutions” amount to some combo of posters in waiting rooms and slogans about eating your veggies. Positive messaging yes, but will it actually make someone change their lifestyle? Two-thirds of Canadians are physically inactive. 30% of adults are obese. Canadians are able to make unhealthy choices in part because the nation’s universal health care system has been there to catch us. Yet now with the overwhelmed emergency rooms, and endless surgery waitlists plaguing Canada’s system, this safety net no longer exists. So prevention is more important now than ever before.
Wolverhampton has shown that incentives can work. Real people will make healthier choices if there’s something in it for them. Could this idea work in Canada?
What if provinces teamed up with gyms, grocery stores, restaurants, and retail chains to reward people for healthy behaviour? SecondStreet.org’s Paula Iturri recently showed how businesses in Huntsville, Ontario came together to help attract family doctors. Could a similar approach work for healthy living whereby corporate sponsors pay the bill or a good portion of it?
It’s time to be honest. Few will change their lifestyle because a pamphlet says “Exercise is good for you.” But offer an hour of free parking in exchange for a 5K run logged on your health app, or $15 off at Superstore for meeting a monthly step threshold, and governments might be able to dedicate more health care resources to those with unavoidable health conditions.
Jane Gordon served as an intern with SecondStreet.org during the summer of 2025
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