Primary schools are key sites where children can be active, advance their knowledge and understanding of how to participate in physical activity (PA) and develop an appreciation of its importance in their lives. This study explored the role of schools in promoting PA asking: how do primary schools approach the promotion of whole-school PA? Data submitted by 21 schools as part of a self-evaluation PA initiative were included in a secondary analysis using an inductive thematic approach. Schools' approaches to PA promotion were more structured and inclusive, illustrating what schools valued and what they viewed as feasible within their contexts and resources. Self-evaluation and self-improvement processes can contribute to the promotion of whole-school PA in primary schools. While changes to school practices that better reflect educational policy on PA promotion are encouraging, the long-term impact of the self-evaluation process merits further investigation. © 2012 Copyright Educational Studies Association of Ireland.