Power Oil has marked the 10th edition of WalkHeartOn, its annual initiative promoting heart health and healthier living, with 11,896 people attending the event physically at The Stables Sports Ground in Surulere, Lagos, on October 1, 2026. The brand reported 25,536 registrations for this year’s edition, which was organised in celebration of World Heart Day.
The milestone edition combined physical activity with health-focused experiences, entertainment and community participation, reinforcing the initiative’s emphasis on making wellness an accessible and engaging part of everyday life.
Participants took part in the walk alongside fitness sessions, health checks, games and other activities, with refreshments, music and entertainment also forming part of the programme.
Over the past decade, WalkHeartOn has developed from a traditional fitness walk into a broader platform for wellness and consumer engagement. Its continued annual presence gives Power Oil an opportunity to connect its brand with a subject that extends beyond product consumption: the importance of making healthier choices and adopting habits that support long-term wellbeing.
Roland Akpe, Marketing Manager for the Oils and Fats Portfolio at Tolaram, said heart health requires a holistic approach that goes beyond healthy eating to include regular physical activity. His comments reflect the initiative’s focus on combining dietary awareness with movement and other lifestyle practices, rather than treating health as the result of a single behaviour.
The event’s format supports that approach by bringing health messaging into an experience people can participate in directly. Fitness activities create an opportunity to encourage movement, while health checks can help participants pay greater attention to their wellbeing.
The combination of education, physical activity and entertainment also makes the programme more social, potentially broadening its appeal beyond people who already participate in organised fitness activities
For Power Oil, the 10th anniversary represents an opportunity to reinforce the connection between the brand and its wellness message. In a competitive consumer goods market, brands often seek ways to build relationships with audiences beyond the point of purchase.
Recurring initiatives such as WalkHeartOn can create a recognisable platform through which a brand demonstrates its values, engages consumers and builds associations around a relevant lifestyle need.
However, the long-term value of such programmes depends on more than attendance at a single event. Registrations and physical participation provide useful measures of reach and interest, while repeat participation, continued engagement with health information and changes in awareness or behaviour would offer a deeper understanding of the initiative’s impact.
The reported 25,536 registrations and 11,896 attendees provide a measure of this year’s response, although they do not by themselves establish how many people adopted lasting changes to their health routines.
The initiative also illustrates the potential of experiential marketing to give a consumer brand a role in people’s lives beyond its core product category.
By creating a shared occasion around fitness and heart health, Power Oil can bring consumers together around an activity that has personal and community relevance. Sustaining that relationship will require consistency, credible health messaging and opportunities for participants to carry the experience beyond the annual walk.
As WalkHeartOn reaches its 10th edition, its continued development reflects a growing emphasis on integrating wellness, community and brand engagement. The next opportunity is to build on the annual gathering by encouraging participation throughout the year, helping turn a one-day event into a more continuous conversation about healthier living.
For Power Oil, the anniversary is both a celebration of a decade-long initiative and an opportunity to deepen its role in the wellness space.
The enduring measure of success will be whether the platform continues to attract participation while helping more Nigerians make heart health and regular physical activity part of their everyday lives.
