This commentary addresses a little explored aspect of prevention, namely, how public health practitioners conceptualize the roles of industries whose business interests may be at odds with physical activity and eating nutrient-rich foods. Taking their cues from successful campaigns in tobacco control, many public health advocates have framed obesity as a battle with the food industry. Such framing presents problems when it exacerbates existing tensions between practitioners in nutrition and physical activity, and alienates potential fitness industry partners. Creating healthy environments requires reframing expectations of all industries that influence physical activity and inactivity. A broader view of the influence of corporate practices on physical and social environments will help both physical activity and nutrition advocates identify what they can do together, and in partnership with the business sector, to create environments that promote activity and nutritious eating.