In Estonia, movement is becoming a national mission. In a country of 1.3 million people surrounded by forests, lakes and open skies, the government has set its sights on a bold goal: to make Estonia the most physically active nation in Europe. The vision sounds ambitious, but the strategy behind it is disarmingly simple; start small, stay practical and build a network that connects everyone from kindergarten teachers to ministers.
That vision is led by the Estonian Competence Center for Physical Activity, founded just three years ago. With only six people on staff, it functions more like a team of catalysts than a bureaucracy. Each member leads a key area (health, education, data or community programs) and together they orchestrate cooperation across more than 400 organizations. Ministries, municipalities, sports clubs, schools and doctors all share one mission: to get Estonians moving.
Alo Lõoke, one of the driving forces behind the center, describes the approach as “people before paperwork.” Instead of reports and hierarchies, he focuses on relationships, connecting actors who once worked in isolation into a single national movement. The Competence Center works across the ministries of Culture, Social Affairs and Education, ensuring that physical activity is seen not as a side project but as a cornerstone of national health, education and economic vitality.
The spark came in 2023 with the launch of the Year of Movement, a nationwide campaign that served as a starting point for Estonia’s active future. Nearly a hundred stakeholders gathered for the kickoff, followed by seminars that mapped existing efforts and exposed overlaps and gaps. Within months, a public action plan was online, complete with real-time indicators anyone could follow. That transparency turned a government project into a public collaboration.
From there, momentum built quickly. The team began working directly with municipalities, all 79 of them, focusing first on those eager to experiment. Tallinn and Tartu led by example, proving that when local governments commit, communities follow.
At the grassroots level, Estonia’s movement revolution embraced something deceptively simple: ball boxes. Each sturdy plastic box contains eight balls (footballs, volleyballs, basketballs) placed in accessible public spots such as schoolyards or parks. Citizens are free to use them anytime; they simply commit to returning the equipment for others. The initiative began as a pilot of 100 boxes but quickly grew to 350 by August 2025. By the end of the year, new orders are waiting in storage to avoid procurement delays.
The idea seems almost too simple for a country known for digital innovation, but that’s the beauty of it. The boxes don’t rely on corporate donations or big sponsors; they rely on trust. Municipalities pay part of the cost, ensuring ownership and accountability. Local communities organize restocking, often sharing updates on social media. QR codes on the boxes link to short videos showing games and exercises, encouraging playful activity rather than structured sport. It’s grassroots vitality in its purest form; low-cost, high-impact and deeply human.
Research teams are now studying how often these boxes are used and how they influence community engagement. Early findings suggest that the combination of accessibility, ownership and visibility sparks spontaneous play among both children and adults. Schoolyards that once sat empty after hours are now filled with laughter and movement.
Opening school grounds and kindergartens outside teaching hours has become another cornerstone of the movement. Some municipalities were hesitant at first with concerns over cleaning, security or liability slowed adoption. Tallinn took the lead by allocating specific budgets for maintenance. The political commitment to keep spaces open has even transcended party lines, a rare sign of consensus in any democracy.
“This network-driven mindset is what makes the Estonian model stand out.”
Funding has been equally pragmatic. The Competence Center keeps programs affordable through clever cost management and partnership. The ball boxes, for example, once cost € 350 each; through economies of scale and a subsidy from the Ministry of Culture, municipalities now pay less than a third. The pricing strikes a balance between accessibility and responsibility, low enough to encourage participation, high enough to ensure care.
Innovation doesn’t stop at playgrounds. This year, Estonia began a € 1 million pilot called “Moving Prescriptions,” where doctors can literally prescribe physical activity to patients. Instead of just recommending exercise, physicians can now connect individuals with local programs, trails and community initiatives. It’s a medical shift from treatment to prevention, using movement as medicine.
Underpinning all these efforts is data. The center tracks around 20 different indicators, from cycling and walking rates to the percentage of schools offering outdoor breaks. By broadening beyond the WHO’s 150-minute guideline, Estonia is painting a richer picture of national activity. Sensors, feedback loops and municipal reporting feed into a central database that helps adjust policies in real time. It’s policy design powered by evidence rather than assumption.
To share and learn, Estonia regularly hosts conferences with international experts from Finland, Sweden, and Norway; countries that have long prioritized outdoor living. These collaborations are shaping Estonia’s next big idea: to position itself as “The outdoor country of Europe.” It’s a vision that leverages the nation’s natural landscapes and active culture to create lifelong habits starting in childhood. Plans are already underway to embed outdoor activity frameworks into school curricula and kindergartens, teaching young Estonians that nature is not just scenery but a gym, playground and classroom in one.
The Competence Center is also building bridges across Europe through Erasmus+ and Interreg projects, inviting partners to co-develop programs and share best practices. Rather than competing for attention, Estonia wants to collaborate, to inspire and be inspired. “We don’t need to be the biggest,” Lõoke says, “just the most connected.”
This network-driven mindset is what makes the Estonian model stand out. With limited resources but unlimited creativity, the Competence Center shows how genuine collaboration can achieve what bureaucracy alone cannot. Its cross-sector approach ensures that every ministry, municipality and community feels ownership of the outcome. By staying politically neutral and focusing on results, it protects programs from the turbulence of election cycles.
And perhaps that’s the secret to Estonia’s progress: momentum built on trust. Whether it’s a doctor prescribing exercise, a teacher unlocking the schoolyard or a volunteer refilling a ball box, every action contributes to a shared purpose. The infrastructure of activity is not just physical, it’s social.
Looking ahead, the next challenge is sustainability. Keeping citizens engaged requires constant renewal. It means new ideas, new campaigns and continuous dialogue with communities. But with transparent tracking, creative communication and a culture that celebrates participation over performance, Estonia’s movement seems unstoppable.
Alo Lõoke often describes the Competence Center’s role as “the glue between good intentions.” It connects health professionals to municipalities, schools to policymakers and citizens to opportunities. In doing so, it’s quietly transforming a country’s relationship with movement. From something you do occasionally to something you live daily.
Step by step, box by box, Estonia is proving that national health doesn’t have to start in hospitals or ministries. Sometimes, it starts with a ball, a smile and a willingness to share the playground.
Alo Lõoke board member @ Competence Center of Physical Activity