Athletics powerhouses in northern England such as Newcastle upon Tyne and Sheffield might have something to say about it. London, which on Sunday hosted one of the world’s most celebrated marathons , and capitals across the continent could also make a case for the title. But Birmingham has stolen a march on them all by declaring itself “European capital of running”, promising to get tens of thousands of its citizens off the sofa and into trainers, and challenging its elite runners to pit themselves against their counterparts from Italy, Germany and Spain.

Over the next three years, Birmingham city council and Sport England are planning to plough almost £3m into running, partly as a way of tackling an acute obesity problem. The aim is to inspire 5,000 people who are currently inactive, especially those from deprived communities, to start running, and to get another 15,000 people who do sporadic activity to participate regularly. The ultimate aim is to inspire 100,000 new people to begin – and keep on – running.

Money is to be ploughed into neighbourhood clubs based in parks and offices, and a new spring 10km race aimed at attracting the keen masses but also giving local top runners the chance to test themselves against rivals from other European cities.

Andy Paul, chairman of the famous Birmingham running club, Birchfield Harriers, and one of the architects of the project, conceded that the likes of Newcastle and Gateshead, home of the Great North Run, might raise an eyebrow at England’s second city grabbing the rather grand title, but vowed that the new programme would justify the billing. “We already have a lot of people running here at every level, from those who just want to stay fit and have no desire to compete, to elite athletes. Birchfield Harriers is arguably the best club in the country and we have produced some great runners over the years. But we can do much more. There is huge issue with obesity and inactivity in the city.”

The programme was approved this week at a meeting of the Labour-controlled council’s cabinet, which also agreed to continue to financially back the global Diamond League event at the city’s Alexander stadium. Some reservations were expressed that so much money was being invested in such an event when the council – the biggest local authority in Europe – is making cuts to frontline services.

But the consensus seems to be that a focus on running can help tackle the city’s chronic obesity problem. According to Birmingham University’s Centre for Obesity Research, around 25% of the city’s 1 million population are obese. Across the wider West Midlands region, more than 1 million people are obese, the centre says.

As ever this week, dozens of runners of all shapes and sizes turned up for the Birchfield Harriers’ road runners sessions. Paul hopes thousands more will join this club, others like it across the city, or take part in park or workplace-based clubs and groups.

The project has already done a lot of work on analysing the varied approaches needed to get different areas, ethnic communities and age groups on board. It is relatively easy, for example, to get people from the leafier neighbourhoods running in grand old Cannon Hill Park next to the county cricket ground. The challenge is to encourage people from the more deprived Sparkhill area to run there too.

One success story the project hopes to build on is the Saheli women’s hub beginners’ running group, involving women of south Asian origin. They began to take part in a session called ParkLives at Handsworth Park. Within 12 months, 17 of the women had taken part in a half-marathon.

One member, Wahida, said: “We all help each other. Sometimes I have my lows and there’s someone there to push me. On another day it might be someone else who’s low and it might be my turn to push them.”

The half-marathon team included a mother and daughter as well as women exercising to overcome a range of physical issues, including high blood pressure, diabetes and chronic kidney disease. Team-mate Mala added: “It’s given us lots of confidence to do this together. It’s something I know I would never have done by myself, and I know that if I can do it, anyone can do it.”

Bal said: “I don’t do this for competitiveness. I do it to enjoy the run with my friends who have joined this group. Unless people try this, they won’t know what it’s like and the changes it makes in your life – not just from a social aspect but from a health aspect, and for your own self-esteem and confidence.”