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Could a new way of looking at fitness as medicine bring new athletes into events and increase use of sports facilities? It is entirely possible. Doctors are writing “social prescriptions” to get people engaged with nature, art, exercise and volunteering in the same way they would prescribe pills or therapy.
The best news: It seems to be working, meaning it could bring an influx of first timers to 5Ks and other events.
National Public Radio first covered the trend in its e-newsletter, noting that in addition to creating an awareness of the need for exercise, social prescriptions foster, well, a social life, getting people connected to one another and avoiding isolation.
A website, Social Prescribing USA, includes a map of prescribing initiatives nationwide and other resources.
And, CNN notes, the movement is gaining momentum:
“Social prescribing…can help on all fronts, argues solutions-focused journalist Julia Hotz. In her book, The Connection Cure: The Prescriptive Power of Movement, Nature, Art, Service, and Belonging, Hotz shares how nurturing interpersonal connections and encouraging community involvement can improve individuals’ physical and mental health, while also strengthening communities. Cost-effective and already popular in the UK, the social prescribing movement is gaining traction in America.”
According to the author, it is up to doctors to ask their patients what kinds of activities they enjoy, and to recommend they pursue those. One man, for example, struggled to lose weight after being diagnosed with Type 2 Diabetes, but found that engaging in bicycling not only helped him lose weight but brought him into a community of others.
Similar success stories have been reported across a spectrum of activities, including recreational and competitive league in softball and soccer, as well as participating in charity 5Ks and trail runs and joining cycling or triathlon clubs.
An additional point is volunteerism, which can create another avenue that events can harness. Working at water stops for running events, for example, is an excellent entry point for beginners.
Hotz also says it has been rare for doctors to ask patients what they enjoy; simply telling someone to diet or exercise often results in frustration rather than success.
“Because they align with a patient’s interests and values, social prescriptions create meaningful connection — the kind of connection that seems more compelling than staying at home. This has tremendous health benefits. The goal is not “let’s all get in a kumbaya circle and hold hands and be best friends and hug a stranger.” Instead, social prescriptions reconnect you with what matters.”
Organizations that promote sports among seniors, whether they are sports-specific (such as Senior Softball USA) or multi-sport games (like the National Senior Games Association) also foster connections among groups that might otherwise become isolated.
Scientific American notes, “Instead of a recommendation to exercise or socialize, a social prescription is tailored to that patient’s specific interests: what brings them joy, purpose, awe, flow and childlike curiosity. It’s a medicine based on what matters to a patient, instead of just what’s the matter with them.”
There is also scientific evidence that people are embracing it. The American College of Sports Medicine’s 2025 Survey of Fitness Trends listed its top 20 predictions; among those were number seven: Exercise for Mental Health, and Number 17: Exercise is Medicine. (More insights can be found in this article.)
One unexpected place social prescribing has been reported: The Federal Reserve Bank of New York, which hosted a webinar on the subject.
Social prescribing is also spreading to college campuses, says Forbes, where data suggests that arts prescribing programs in higher education are both popular among students and effective in promoting health benefits. While the programs mentioned in the article are arts-oriented, social prescriptions can also be applicable to club and intramural sports; some might include tennis, rugby, table tennis, golf, esports, bass fishing and, well, just about any sports. CollClubSports, for example, offers leagues in baseball, basketball, softball and football.
Post-collegiate sports programs are also picking up speed and fostering connections among individuals. The City Tour is a team-based golf tournament series for golfers ages 21 and up, held in major cities and culminates in a national championship in September. The US Tennis Association offers adult league play for all levels of athletes.
5v5 Soccer has also noted an uptick in adult team play since it is far easier for individuals to gather a smaller team to practice and ultimately to compete in tournaments. The advent of 3x3 Basketball has similar growth potential. (Event owners in other sports, such as lacrosse and field hockey, which offer small-sided versions of sports, could take a lesson in this.) US Masters Swimming has also harnessed the fire still burning in former high school and college athletes.
VOLO Sports, another organization that serves adults in a number of major cities nationwide, offers co-ed league-based play across a variety of sports, including softball, kickball, volleyball, soccer, pickleball, flag football, basketball, cornhole, bocce, lacrosse, field hockey and bowling – and others. It also offers fitness classes and training, as well as court rentals and opportunities for volunteering.
To help would-be runners transition from jogging (or just thinking about it) to becoming part of the local 5K community, a growing number of running retail stores are offering free or low-cost training programs to help get individuals to the starting line. One example is Charm City Run, a local chain that serves the Maryland area and offers event-specific programs as well as overall conditioning programs designed for entry-level runners.
While this might be the first time the issue of social prescribing has landed on the radar of event owners and destinations, it won’t be the last. SDM will continue to follow this developing issue.
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