The newly-elected Swedish minister of public health and sports, Gabriel Wikström is holding his first official speech to the Swedish Sports Confederation at a Sports Forum. Wikström is a social democrat and 29 years old. He has one message: that the sports movement should help decrease existing health gaps in society. The audience looks somewhat puzzled; what has organized sport to do with health gaps? After the minister has left, a strategic discussion starts about the sports movement’s assignment. Few of the delegates from the different sports federations rate the promotion of health as their main target. Instead, they are interested in attracting new members, keeping adolescents in sport longer, and securing the existence of non profitable clubs as the foundation for a united popular movement vis-à-vis political decision-makers. The speech of the sports minister points, on the one hand, to the expectations from the state on how organized sports and the Swedish Sports Confederation (Riksidrottsförbundet, RF) can promote public health. On the other hand it also points to concerns about public health and physical activity brought about by changes in society, neo liberal discourses and a strong belief in individual and market forces.