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Holland and Barrett has launched a multi-million-pound scheme to offer free health consultations to the public. It will offer 300,000 free wellness check-ins per month, with hopes of driving a shift towards proactive health rather than seeking help when things go wrong.

The check-ins are aimed at people under the age of 40 to support those not eligible for the NHS Health Check, which screens Brits aged 40 to 74. The retailer said 4,500 Wellness Champions, who have undergone 500,000 hours of training through its academy, will provide science-backed, personalised advice to help people better understand their bodies, decipher complex health information, and turn it into actionable steps.

Anthony Houghton, group CEO at Holland and Barrett, believed this demonstrates how the high street can support formal healthcare providers.

He said: "The risk is becoming a nation that waits until something goes wrong. To make prevention work, support must be embedded in places people already go, before they become patients - and that infrastructure already exists on the high street.

"This means recognising the role of trusted, community-based support alongside formal healthcare. As the UK's leading health and wellness retailer, we're well placed on the high street and online to help the nation back their bodies and make preventative health a reality for all."

The launch was informed by research showing that while 74% of people believe healthy habits are key to preventing future illness, most still wait until something goes wrong before taking action, according to an Ipsos study of 5,000 adults commissioned by the company.

Double world heptathlon champion and Olympic silver medallist Katarina Johnson-Thompson supported the initiative, stating it was a "great place to start".

"Throughout my career, I've learned many lessons along the way, one of the most important being that if I look after my body now, it'll stay well for longer," she said.

"I'm a firm believer in prehab over rehab, but the overload of health and wellness information can be overwhelming. H&B's new Wellness Check-Ins are a great place to start with advice you can trust."

To book a check-in, customers are advised to head to their local store, or visit the website.