This paper aims to establish PE teachers’ views and understanding of physical activity promotion. The paper presents selected findings from a larger scale research project which investigated physical activity promotion within a whole school context. Questionnaires were completed by 42 secondary school PE Heads of Department (PEHoDs) and follow‐up interviews were conducted with a smaller sample (n=9). PEHoDs were generally found to have positive views towards physical activity promotion in schools and most spoke of promoting it through their curricular and extra‐curricular PE programmes. Despite this, a number demonstrated a rather limited understanding of physical activity promotion and how it could be approached in their school. It was concluded that, if PE teachers are to have a real impact on young people's physical activity behaviour, they need to be encouraged and supported to adopt a broader view and understanding of physical activity promotion and of their role within it.