ATLANTA, GA – HealthMPowers, in partnership with the American Heart Association and NFL Play 60, officially launched the 25 Million Minutes Challenge on Saturday, February 22, 2025, at the YMCA Villages of Carver in Atlanta. The high-energy kickoff event brought together students, families, and community leaders to inspire a culture of movement and encourage youth across Georgia to commit to 60 minutes of physical activity each day. This initiative marks a significant milestone as HealthMPowers celebrates its 25th anniversary with a mission to reach 25 million minutes of physical activity in 2025.
A Legacy of Movement and Health
HealthMPowers has worked alongside the NFL for over 15 years through the NFL Play 60 initiative, which promotes the importance of daily physical activity among youth. With the support of the American Heart Association, this new statewide challenge seeks to empower children and their families to embrace healthier lifestyles through accessible and engaging physical activity.
“We know that physically active students perform better in the classroom and experience improved mental and physical health,” said Shana Scott, Vice President of Community Impact for the American Heart Association Georgia. “Through the 25 Million Minutes Challenge, we want to show kids that staying active doesn’t require expensive equipment or a gym membership—just the commitment to prioritize movement every day.”
Engaging Schools and Communities
Participants who take the 25 Million Minutes pledge at HealthMPowers.org/25MillionMinutes receive a resource kit designed to make movement fun and accessible. The kit includes jump ropes, fitness watches, social media templates, and other tools to help students and families stay motivated. Schools and community centers are also being equipped with fit kits—ready-to-use resources designed to seamlessly integrate movement into the school day.
According to Jennifer Owens, President and CEO of HealthMPowers, tracking the challenge’s success is a key part of the strategy. “Once individuals sign the pledge, they receive a welcome toolkit to help them get started. Behind the scenes, we track minutes internally, and each month, pledge signers receive a 25 Million Minutes Movement Memo—an email update celebrating progress, sharing success stories, and providing new resources to stay on track with their movement goals.”
Building Momentum Through Partnerships and Outreach
The kickoff event at the YMCA Villages of Carver generated significant excitement, setting the tone for the statewide challenge. Since then, HealthMPowers has expanded outreach through community events such as Hills 4 ATL at Piedmont Park, where attendees of the free weekly workout committed to the challenge by signing the pledge. Schools, after-school programs, and local organizations have also joined the movement, integrating daily activity into their routines.
“Our mission is to make movement a daily habit across Georgia,” said Owens. “The American Heart Association brings expertise in health education and advocacy, while NFL Play 60 provides visibility and resources that excite kids about movement. Together, we’re making it easier for schools and families to get moving.”
Overcoming Challenges with Resources and Support
While school schedules and competing priorities can pose challenges, HealthMPowers is tackling these barriers head-on with accessible tools and ongoing support. “Schools have busy schedules, so we’ve made the process simple and effective,” said Owens. “Our welcome toolkit provides step-by-step guidance, and our Movement Memo keeps participants motivated with fresh ideas and resources. We’ve already received over a million minutes pledged, and schools are encouraging others to join the challenge.”
Empowering a Generation of Health Advocates
HealthMPowers and its partners are confident that increased physical activity will have a measurable impact on students’ health and academic performance. “Research shows that active students have better cognitive performance, improved classroom behavior, and higher attendance rates,” Scott explained. “By equipping kids with the tools and motivation to stay active, we’re helping them build habits that will last a lifetime.”
Looking Beyond 2025
The 25 Million Minutes Challenge is more than a year-long campaign—it’s a foundation for long-term change. “Our mission doesn’t stop on December 31, 2025,” said Owens. “This challenge is part of a broader movement to empower young people to take charge of their health. Beyond the campaign, we will continue equipping youth with the tools to build lifelong healthy habits and advocate for their well-being.”
Through this groundbreaking partnership, HealthMPowers, the American Heart Association, and NFL Play 60 are transforming how Georgia’s youth engage with physical activity—one minute at a time.
Images Courtesy of Publicist.
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