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This study examines the extent to which physical activity specialists are emerging within health promotion. Hierarchical content analysis was used to analyse 70 telephone interviews with health promotion workers across England. The findings indicated that although many successful physical activity initiatives have, and are, being implemented throughout the country, the priority given to physical activity promotion, and the appointment of specialist physical activity posts, does not reflect the stated commitment from government health policy to boost physical activity levels in the general population. Physical activity promoters highlighted the need for partnership working in the delivery of physical activity initiatives. Failure to adapt to the implications of the changing structure within the health service may mean that within health promotion physical activity specialists do not achieve either the status or the outcomes they require.