Current UK skills policy is centred on the need to drive up qualification obtainment and make the system more employer-led with Sector Skills Councils (SSCs) being given the role of articulating the "voice" of employers. Through a study of recruitment and selection processes in the fitness industry, this paper explores employers' attitudes to existing qualifications and whether their skill needs are being identified by their SSC. It also considers the broader implications of an employer-led system. The research is based upon interviews undertaken in 17 gyms, focusing on the occupation of fitness instructor. The findings reveal that managers adopt a wide range of approaches in how they recruit, train and value qualifications in the labour market. Although qualifications in this sector are important, the over-supply of "qualified" workers means there is little incentive for most employers to tackle low wages or improve opportunities for training and development. (Contains 4 tables and 1 note.)