A transport initiative that started in Tauranga is celebrating a major milestone after participants logged more than one million journeys this year by choosing alternatives to travelling alone by car.

The Wednesday Challenge and Weekday Challenge, now operating in centres across New Zealand and expanding into Australia, have attracted more than 35,000 participants from 172 businesses and 66 schools.

Founded by Heidi Hughes, the programme encourages people to walk, cycle, run, use public transport, scooter or carpool for everyday trips. Participants record their journeys through an online platform, generating data on travel behaviour, environmental benefits and physical activity.

Hughes said in a statement that the milestone reflected more than impressive numbers.

“Every journey represents someone making a conscious choice to travel differently and potentially discovering a new habit that works for them.”

What began as a local initiative in Tauranga has grown into a transport behaviour-change programme used by councils to encourage more sustainable travel choices and ease pressure on transport networks.

Wednesday Challenge founder and co-director Heidi Huges. Supplied photo

“The challenges are providing councils with a practical way to engage their communities in positive transport behaviour change,” Hughes said.

“Rather than simply telling people to drive less, the programme encourages them to try something different, making the experience engaging, achievable and rewarding.”

The programme currently operates in Whangārei, Auckland, Hamilton, Tauranga, Rotorua, Taupō, Palmerston North, Tairāwhiti/Gisborne and Queenstown. The schools challenge has also launched in Wyndham, Victoria, with plans to begin in Noosa next year.

Queenstown Lakes District Council senior infrastructure planner (transport) Adrienne Hooper said local businesses had responded enthusiastically to the initiative.

“This strong uptake shows there is an appetite to explore different commuting options such as walking, biking, public transport or carpooling.”

She said even occasional changes to travel habits could help reduce pressure on transport networks while delivering health, environmental and community benefits.

Hamilton City Council urban transport manager Martin Parkes said the challenge had become an important part of the city’s transport education programme.

“It delivers many opportunities for our schools and businesses, plus the stats speak volumes.”

Schools have also embraced the programme.

Students from Selwyn Ridge Primary School in Tauranga celebrating their win as the top mode shift school in the 2025 Wednesday Challenge. Photo / Supplied

Selwyn Ridge Primary School associate principal Kim Abbott said the Wednesday Challenge had become woven into the school’s identity, with students leading travel-safe initiatives and encouraging active transport among their peers.

For individual participants, the programme has often led to lasting lifestyle changes.

Hamilton resident Nicola Graham, from Graham Contractors, said joining the Weekday Challenge inspired her to start cycling to work from Matangi to Innovation Park.

“I fell in love with it. It was a great opportunity to clear my head and such a good start to the day ahead.

“Since then, fuel prices have kept climbing, so it’s just kept making more and more sense. There are so many benefits. It’s a win-win.”

Hughes said the one-million-journey milestone highlighted the potential for communities to rethink how they travel.

“We’ve always believed that meaningful change doesn’t have to be difficult. When you make it easy, positive and rewarding for people to try something different, the results can be extraordinary.”

With participation continuing to grow, organisers say the challenges are demonstrating how small changes in daily travel habits can contribute to healthier people, stronger communities and more sustainable transport networks.