INTRODUCTION:
Organisations that provide contextually relevant opportunities for employee health and wellbeing are strong examples of creating a health promoting workplace culture. The 10,000 Steps program, a web- and app-based physical activity initiative, offers an adaptable model implemented across various Australian organisations to promote walking and active lifestyles. This study examined factors influencing the uptake and ongoing implementation of the 10,000 Steps program in organisational settings.

METHODS:
A qualitative case study design was employed using semi-structured interviews. Twelve participating organisations in 10,000 Steps program from government, not-for-profit, and corporate sectors across regional and metropolitan areas who expressed interest for interviews were recruited. Twenty participants were interviewed via Zoom or in person (50–90 minutes). Interviews were transcribed and analysed using reflexive thematic analysis process.

RESULTS:
Four themes emerged: conversations, competitions, connections, and wellbeing community. Organisational conversations about employee wellbeing drove program adoption. Initially introduced as a short-term competitive challenge, the program fostered relationships and connections among employees, breaking down silos within organisations. Its influence extended beyond the workplace, engaging families and communities to adapt active lifestyle. While the challenge motivated physical activity, its broader impact was the creation of wellbeing communities across diverse settings.

CONCLUSIONS:
Participation in the evidence-based, low-cost 10,000 Steps program encouraged dialogue about health and wellbeing and supported organisations in cultivating a wellbeing culture. Although individual lifestyle changes were not directly measured, the program contributed to creating environments that prioritise wellbeing, with potential ripple effects into the wider community.