There are national and international expectations that nurses are healthy role models but there is a lack of clarity about what this concept means. This study used concept analysis methodology to provide theoretical clarity for the concept of nurses as role models in health promoting behaviour. The framework included analysis of literature and qualitative data from six focus groups and one interview. Participants (n=39) included pre-registration students, nurse lecturers and registered nurses (RNs), working in NHS Trusts across London and South East London. From the findings, being a role model in health promoting behaviour involves being an exemplar, portraying a healthy image (being fit and healthy), and championing health and wellness. Personal attributes of a role model in health promoting behaviour include being: caring, non-judgemental, trustworthy, inspiring and motivating, self-caring, knowledgeable and self-confident, innovative, professional and having a deep sense of self.