The fact that prevention is important and cost‐saving to the health sector is discussed throughout this issue. This particular commentary focuses on the “most neglected among non‐communicable disease risk factors”, namely physical inactivity. It has been described as the “Cinderella of risk factors”, interpreted as poverty of position and resource in relative to its importance(1). Despite contributing almost as much as tobacco to attributable global deaths, and more than obesity(2), physical activity is seldom included as a stand‐alone issue by public health policymakers. This article is protected by copyright. All rights reserved.