Norway is placing youth health and wellness at the heart of its national agenda as the level of participation in sports and fitness sits incredibly low compared to other European nations. We see this in the share of the fitness industry in the GDP. The course of action? A strong focus on sports participation, physical education, and inclusive recreational activities. Recent governmental strategies and policy documents signal a growing recognition that physical activity is not just about health. It’s also about equality, development, and social cohesion. The most comprehensive of these strategies targets youth health as experts identify that strong habits and engagement with sports and fitness begins in school ages. One of its central goals is to ensure that all children and adolescents, regardless of their socioeconomic background, have the opportunity to participate in at least one organized sport or recreational activity with peers. This principle of inclusion is echoed in the nationwide Recreation Declaration, a joint effort by municipalities, volunteer organizations, and national authorities to break down financial and social barriers to youth participation in organized activities. Norway is also actively addressing key challenges in youth sports, such as the high dropout rates among teenagers and the prevalence of disordered eating and unhealthy body image in competitive environments. The government has committed to promoting dietary knowledge, improving access to sports nutrition education, and changing attitudes that contribute to eating disorders in sports, particularly among young athletes. A critical step in realizing these goals is infrastructure and this will directly affect Norway’s sports and fitness industry. In 2023, the government introduced White Paper 15 on Public Health, which includes a national plan for expanding sports facilities, with a special focus on increasing accessibility for children and adolescents. The plan aimsto boost participation, but more importantly promote geographic equity in sports access across rural and urban communities.