The growth of ‘physical literacy’ from the insights gained from a PhD study to an internationally recognised concept is a remarkable journey. Advocacy developed from a small group of UK-based professionals, mainly in the field of physical education, to a larger group of colleagues in Europe, Canada and Australia. Physical literacy is now known in very many countries and is generating a re-examination of the goal of physical activity throughout the lifecourse. Interest has also spread to other professionals in related fields such as those in coaching and the leisure industry. That physical literacy has blossomed into a world-wide topic of interest would seem to indicate that the concept is making a timely contribution to the thinking in this area. Throughout this process Margaret Talbot has been unerringly supportive and her national and international advocacy has been highly significant throughout the course of this development. The chapter is divided into three Parts. Part one, ‘The beginnings’, will outline briefly the research which formed the foundation of physical literacy and this will be put into context by setting out what was perceived as the general attitude to physical education and physical activity at the turn of the century. Also included will be mention of some of the projects and programmes that were created at this time, in many ways mirroring the developments concerning physical literacy. Part two is entitled ‘Developmental milestones since 2009’. In the main this will be presented in a series of sections showing the range of activity that developed from the initial interest in the work, namely publications, conferences and the establishment of the International Physical Literacy Association (IPLA). An example of research into an aspect of physical literacy is also outlined here, as well as a diagram setting out examples of Margaret Talbot’s advocacy in her various positions of responsibility. The final Part, ‘Current challenges and future plans’, looks at the challenges facing the International Physical Literacy Association and a sample of future plans.