10,000 Steps
10,000 Steps: a digital physical activity and workplace program
Background and rationale
The 10,000 Steps program is a free, evidence-based, multi-strategy initiative that supports individuals to increase daily physical activity by setting goals and tracking steps. The program is delivered via an interactive website and mobile apps (available on iOS and Android), along with e-mail and phone support from project staff based at CQUniversity. The program provides a range of strategies and resources for workplaces and communities to support their employees or community members to live active and healthy lives. Examples are individual challenges, workplace tournaments, and a workplace guide. Additionally, workplace coordinators play an essential role in the implementation of the program in small and large workplaces. The program incorporates a range of behaviour change techniques with demonstrated effectiveness, such as social support, self-monitoring, goal setting and gamification. The program was developed in 2001 and has been delivered online-only since 2004. Given large changes in the online environment over the last two decades, the program has continuously adapted to stay relevant and user-friendly through the development of new websites, new mobile apps, integration of social media, and integration of data from advanced activity trackers (e.g. Apple Watch, Garmin, Fitbit). Continuous quality improvement through ongoing evaluations and user feedback is an essential component to the success of the program.
Outcomes and impact
The 10,000 Steps program has reached over 700,000 individuals that have logged over 440 billion steps on the platform. Additionally, over 25,000 organisations (80% workplaces, 20% communities) have implemented the program in their workplace or community. Over 80% of program users report an increase in the number of days per week where they engage in a minimum of 30 minutes of physical activity per day, resulting in an increase of more than 20% of users meeting physical activity guidelines. User satisfaction with the program is over 90% for individuals and over 80% for organisations. Program users range from 18 to 80 years of age (average is 41 years), are mostly female (70%), are representative of Aboriginal and Torres Strait Islander people (4%), and live in anywhere in Australia (99.36% of all postcodes). The program is used across all 19 industry types recorded by the Australian Bureau of Statistics, including small (24%), medium (41%) and large (35%) workplaces.
Investment and funding
Since inception, the program has received funding from the Queensland Government, first via Queensland Health and currently via Health and Wellbeing Queensland. From 2021 to 2025 the program has also received funding from the South Australian Government via Preventive Health SA (formerly known as Wellbeing SA).
To increase access to program features and keep the program free for organisations, the 10,000 Steps program is open to receiving funding from other Australian states or the Federal Government.
Enablers and lessons learned
Multiple factors underpin the success of the program:
- The program is free and easy to use.
- The program message is simple and clear.
- The project name, with its distinctive logo and tagline, ‘every step counts’, provides a clear and prescriptive target for the physical activity dose.
- The use and clever operationalisation of effective behaviour change techniques.
- The ongoing redevelopment, including new websites, new apps, new or improved features, new or updated content, ability to sync steps from popular activity trackers and a brand redesign.
- The resources to support low-cost implementation. The program provides resources (e.g. Active workplace guide) and has dedicated staff to respond to queries from workplaces and individuals to help overcome implementation barriers.
- The continuous promotion of the program by project staff via media interviews, attendance at events, social media and marketing, advertising, and networking and collaboration.
An effective and scalable digital physical activity program is so much more than a pretty set-and-forget website or app
Prof Corneel Vandelanotte
10,000 Steps and Physical Activity Research Group leader at the Appleton Institute, Central Queensland University.
Further Information
References
- Vandelanotte C, Van Itallie A, Brown W, Mummery WK, Duncan MJ. Every step counts: understanding the success of implementing the 10,000 Steps project. Stud Health Technol Inform. 2020;268:15 –30.
Last updated10 June 2026