In this article it is argued that the strategy of the Norwegian Nurses Organisation in relation to temporary agency work represents a critical intervention. The strategy addresses the need to challenge hegemonic ideas about working women, especially professionals, including the association of unionism and militancy with men, masculinity and manliness, which might undermine any attempt at union revitalization. The article thus contributes to the gendering of the union renewal debate, while also adding to our understanding of professionals in the labour movement. The analysis is conducted in a ‘retroductive’ manner, posing the question of why an unexpected turn in the strategy of the NNO towards temporary work agencies came to pass.