pretty sure its a mile and they speed it up as you go... i took part in a heart study that was probably doing something similar, 20-40 minutes on a treadmill between 10-15 mph (depending on weight/conditioning etc)... its not really for endurance as much as making sure your heart rate isnt spiking (and thus, you're in shape).
Again, i wasnt doing the NFL version, but i figure its probably close.
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