There’s been a quiet but meaningful shift in how the World Health Organization talks about physical activity. If you’ve been paying attention to their guidelines over the past few years, you’ll notice a move away from the word “exercise” and toward something broader: “movement.”
At first glance, it might seem like semantics. But for those of us working at the intersection of health systems, digital innovation, and behaviour change, this shift is strategic, and it opens up new opportunities for product design, market positioning, and investment.
“The WHO’s shift from ‘exercise’ to ‘movement’ isn’t just a linguistic update—it’s a strategic reframing of how we think about health, behaviour, and inclusion.”
Why “Movement” Is the New “Exercise”
The WHO now defines physical activity as “any bodily movement produced by skeletal muscles that requires energy expenditure.” That includes walking, gardening, household chores, dancing in your kitchen; anything that gets your body moving. The message is simple: every move counts.
This reframing is grounded in four key insights:
- Inclusivity: “Exercise” can feel exclusive or intimidating. “Movement” is universal.
- Accessibility: Not everyone has time, space, or ability for structured workouts.
- Cultural relevance: In many parts of the world, physical activity is embedded in daily life—not gym routines.
- Health impact: Even light movement can reduce sedentary time and improve outcomes.
This isn’t just a public health message, it’s a design brief for the next generation of health tech.
“For digital health start-ups, this isn’t just a public health message. It’s a design brief.”
What This Means for App Culture and Digital Health Start-ups
For founders and investors in the wellness and digital health space, this shift is a signal. It’s time to move beyond fitness tracking and rethink how we design for real-world behaviour.
Here’s where the opportunity lies:
- Lowering the Barrier to Entry
Apps that celebrate movement, not just workouts, can reach broader, more diverse audiences. Think: micro-movements, daily nudges, and culturally relevant prompts. - Behavioural Design That Works
Movement aligns beautifully with habit-forming design. Small, frequent actions are easier to sustain and easier to build into product loops. - More Inclusive Data Models
By tracking everyday movement, apps can generate richer, more representative datasets. That’s a win for personalisation, equity, and long-term engagement. - B2B and Workplace Wellness
As employers look for scalable, inclusive wellness solutions, movement-based apps can offer lightweight, high-impact interventions, without the need for gym memberships or wearables. - Global Market Fit
In regions where “exercise” doesn’t resonate, “movement” does. This opens up new markets and user segments, especially in Europe, Asia, and Latin America.
Aligning with EU and WHO Policy on Digital Health
The WHO Regional Office for Europe has been clear: digital health is not just a tool. It’s a transformation strategy. Their 2024 report on digital health country profiles highlights how Member States are integrating mobile health, telehealth, and patient portals into national systems, with a strong emphasis on equity and person-centred care
The European Commission echoes this in its digital health strategy, noting that mobile apps and wearables can empower citizens to manage chronic conditions and reduce pressure on health systems. But to be effective, these tools must be interoperable, evidence-based, and embedded in care pathways.
This is where the concept of supported self-management comes in.
“If your app aspires to be more than a lifestyle tool, it needs to fit into supported self-management; clinically, operationally, and financially.”
What It Takes to Fit Into Supported Self-Management
If your app aspires to be more than a lifestyle tool—if you want to play in the reimbursed, regulated, or clinically integrated space, you need to design for:
- Person-Centred Care
Your app should empower users to manage their health in ways that reflect their values, culture, and daily realities, not just clinical goals. - System Integration
Interoperability with EHRs, support for shared decision-making, and alignment with care pathways are no longer optional; they’re expected. - Evidence and Equity
Health systems want proof that your tool works and that it works for everyone. That means rigorous evaluation, inclusive design, and a clear plan for addressing digital divides . - Health Literacy and Confidence
Many users lack the confidence or knowledge to manage their health independently. Your app should build that confidence, not assume it. - Policy and Reimbursement Readiness
If you want to scale, you’ll need to fit into funding models. That means meeting regulatory standards, demonstrating cost-effectiveness, and aligning with national or regional health priorities.
“Health systems want proof that your tool works and that it works for everyone. Equity isn’t a bonus feature. It’s a requirement.”
A Real-World Example: Movement and Mental Health
Let’s take depression, a condition that affects over 40 million people in Europe alone. Clinical guidelines increasingly recommend physical activity as part of treatment. But for someone experiencing low mood, fatigue, or anxiety, “exercise” can feel like a mountain to climb.
Now imagine an app that reframes this: instead of prescribing a 30-minute workout, it encourages a 3-minute walk to the post-box, a stretch while the kettle boils, or a short dance to a favourite song. These micro-movements are achievable, affirming, and, critically, evidence-based.
If that app also tracks mood, integrates with a care plan, and shares insights with a clinician? That’s supported self-management in action. And it’s exactly the kind of solution health systems are looking for.
Final Thoughts
“Digital health isn’t a bolt-on. According to the WHO and EU, it’s a transformation strategy and movement-based design is part of that future.”
The WHO’s shift from “exercise” to “movement” isn’t just a linguistic update; it’s a strategic reframing of how we think about health, behaviour, and inclusion. For digital health innovators, it’s an invitation to design differently. For investors, it’s a lens to evaluate which products are truly future-ready.
The most impactful apps won’t just track steps, they’ll help people live well, on their own terms, in partnership with their care teams and communities.