Increasing the physical activity of New Zealanders has assumed a higher priority with new primary healthcare strategies. Physical Educators, the professionals who research, teach and practise in the domain of physical activity and exercise, have raised concerns regarding the strategies employed. This essay details several misgivings with public health initiatives designed to increase physical activity, and makes a case for recognising the expertise of graduates specifically trained in this specialist field. A system of referral to accredited exercise professionals is suggested to be a more efficacious means of changing physical activity behaviours.