This article reviews the PAPRICA (Physical Activity promotion in PRImary CAre) program fifteen years after the first training course in physical activity counseling for primary care physicians in French-speaking Switzerland. Subsequent developments are also presented, based on the PAPRICA experience. The article then looks at the national strategy for promoting physical activity in the medical practice, the issues involved in financing the services, and the situation in other comparable countries. The article concludes with a discussion of new challenges and future prospects for a program like PAPRICA.