AMSSM's Dr Elizabeth Joy and three additional giants of physical activity research and advocacy provide a very clear blueprint for the role of sports and exercise medicine physicians in addressing the global public health pandemic of physical inactivity.1 As a BJSM reader, you will know that health professionals provide one of the seven ‘best investments’2 for solving the physical inactivity crisis. If you are not familiar with the ‘7 investments’ please read it now (open access) and listen to Fiona Bull's podcast about ‘7 investments’ (http://podcasts.bmj.com/bjsm/). Whenever we advocate for one of the 7 investments, I respectfully recommend we immediately remind our listener that there is a cohesive, comprehensive solution; my fear if we outline one element of the physical inactivity solution at a time our blinkered listener will think our suggestion is insufficient for the complex problem of physical inactivity. “One man says the answer is targeting …