Sparking Up Your School Website
Dr. Thom McKenzie and David Kahan, Ph.D.
Have you looked at your school's website lately? Not just a quick glance, but a careful read-through to see what messages it sends about physical activity, physical education, and student wellness? If not, it may be time to take a closer look — because your school's website is one of the most visible public-facing tools you have.
School websites serve as public 'windows' into what a school deems to be important. When we conducted systematic analyses of nearly 4,000 school websites, we found that schools mentioned their physical activity programs infrequently, and when mentioned, the information typically lacked detail. Physical education received the most mentions among activity programs — yet even then, schools rarely provided comprehensive curriculum details, instructor qualifications, or policy information.
This matters. Families, community members, policymakers, and prospective students all turn to school websites for information. What they find — or don't find — shapes their perceptions of your school's priorities. If physical activity and PE are absent or buried, the implicit message is that these programs are not central to your school's mission.
The good news is that this is an easy thing to change. Below, we outline four recommended sections every school website should include to effectively communicate the value and scope of its physical activity programming.
Four Recommended Website Sections
1. Overall
This section should highlight the important contribution of physical activity engagement to students' health and their physical, emotional, and cognitive development. Include information about the relationship between physical activity engagement at school and students' fitness levels and academic achievement. Post national activity guidelines so families understand how much activity children need, and describe how your school supports diverse programming to help students meet those recommendations.
Parents play a critical role in helping children accrue recommended moderate-to-vigorous physical activity (MVPA) outside of school. Your website should help them understand how they can support their child by providing safe spaces and equipment for play, offering encouragement, and modeling active lifestyles themselves.
2. Physical Education Programs
Schools should clearly document how the PE program aligns with both state and district guidelines for quantity and quality. Post the relevant standards your program addresses so stakeholders can see that PE is a rigorous, standards-based subject area.
Include information about your curriculum — for example, if you use a research-validated program like SPARK, describe its goals, how it was validated, and how lessons vary among grades and class levels. This kind of specificity demonstrates professionalism and program integrity.
Additionally, make sure to post policies regarding attendance, dress requirements, grading, homework, locker rooms, and participation expectations. Families deserve to know the rules and expectations in advance.
3. Other Physical Activity Programs
Physical activity at school extends well beyond PE class. Your website should provide specific information on programs such as active transportation (i.e., 'walking' school bus, biking to school), recess, intramurals, interscholastics, and leisure time opportunities before and after school. For each program, include scheduling details, costs, and eligibility requirements so families know how to get involved.
Many families are unaware of the full range of physical activity opportunities available at their child's school. A well-organized website section dedicated to these programs can increase participation and community engagement.
4. Management
This section should include methods for accessing current information on operating programs — particularly regarding cancellations or schedule changes. Provide clear contact details for relevant staff members, along with their credentials demonstrating their qualifications to lead physical activity programming.
Finally, explain how community members can contribute — whether through volunteering, making donations, or supporting physical activity programs and facilities in other ways. Schools that make it easy for the community to get involved often benefit from stronger support and resources.
References
Centers for Disease Control and Prevention. (2020). CDC Healthy Schools, Physical Education and Physical Activity. https://www.cdc.gov/healthyschools/physicalactivity/index.htm
Kahan, D., McKenzie, T. L., & Khatri, A. (2019). U.S. charter schools neglect promoting physical activity: Content analysis of nationally representative elementary school websites. Preventive Medicine Reports, 14, Article 100815. https://doi.org/10.1016/j.pmedr.2019.01.019
Kahan, D., & McKenzie, T. L. (2019). California districts and schools underutilize websites to demonstrate compliance to a physical education lawsuit. Research Quarterly for Exercise and Sport, 89, 712-719. https://doi.org/10.1080/02701367.2019.1623855
Kahan, D., & McKenzie, T. L. (2019). Physical education and physical activity policies as described on California charter school websites. Health Behavior and Policy Review, 6(5), 509-521. https://doi.org/10.14485/HBPR.6.5.9
Kahan, D., & McKenzie, T. L. (2020). School websites: A physical education and physical activity content analysis. Journal of School Health, 90(1), 47-55. https://doi.org/10.1111/josh.12851
Kahan, D., & McKenzie, T. L. (2020). Website representations of physical education and physical activity: Comparison of public charter and private schools. Research Quarterly for Exercise and Sport. https://doi.org/10.1080/02701367.2020.1761934
About the Author
Dr. Thom McKenzie and David Kahan, Ph.D.— SPARK Co-Founder (1989) and Professor Emeritus, School of Exercise and Nutritional Sciences, San Diego State University
Dr. Thom McKenzie is the co-founder of SPARK (1989) and Professor Emeritus at the School of Exercise and Nutritional Sciences, San Diego State University. He co-authored this article with David Kahan, Ph.D., Professor and Associate Director at the same school.