This paper examines the potential for, and the contradictions inherent in, voluntary sector health service providers acting as consumer representatives. The paper examines a U.K. gay men's HIV prevention organization to consider whether members are united by their experiences of using services, whether their work involves consumerist strategies, if so whether these are influential, and what tensions emerge from the dual provider/consumer role. Fieldwork was carried out in 1997-98, examining, via documents and interviews, activity between 1992 and 1997. Qualitative analysis was performed. Consumer action is shown to emerge not so much from abstract constructions of consumer interest, but more from the particularities of consumption, which become politicized more powerfully through their attachment to other interests and ideologies. © 2002 International Society for Third-Sector Research and The Johns Hopkins University.