Summary Collective skill formation systems thrive if employers’ skill needs are reflected in apprenticeship training programmes and firms offer apprenticeship positions. Occupation-level adaptation processes underpin these systems, which offer upper- secondary level vocational education leading to hundreds of occupations. Yet, it is considered challenging to introduce new apprenticeships in sectors without training tradition. Based on the case of the newly created cableway mechanic occupation, this paper suggests that the institutional context in combination with effortful institutional work allowed a business association to introduce a small new occupation in the Swiss vocational education and training system. The cableway association mobilised firms, legitimised the new occupation towards public authorities, lobbied for more financial support, and fought to gain apprentices. Ten years after the introduction, finally, financial difficulties were overcome, and the apprenticeship institutionalised in the educational landscape.