Na+/K+‐ATPase‐dependent Rb+ uptake of RN22 Schwann cells was stimulated by cholera toxin (0.25 μg/ml), forskolin (2 mM), or 8‐bromo cAMP (1 mM). At 2 h Rb+ uptake was increased by 162 ± 6% (cholera toxin), 151 ± 14% (forskolin), and 207 ± 15% (8‐bromo cAMP). Cholera toxin or 8‐bromo cAMP treatment for 12–24 h resulted in a second peak of Na+/K+‐ATPase‐dependent Rb+ transport activity of 186 ± 12 and 265 ± 9% of control, respectively. Cholera toxin also transiently stimulated the activity of the Na+, K+, 2Cl−‐cotransporter with a peak at 2 h (179 ± 9%), returning to basal levels by 24 h. Inhibition of the Na+,K+,2Cl−‐cotransporter by bumetanide (0.1 mM) or by reduction of the Na+ gradient (10 mM veratridine treatment) prevented the early peak in ATPase activity but not the second peak. These results indicated that the early transient stimulation of Na+/K+ ATPase activity by cholera toxin was due to an increase in cellular Na+, secondary to stimulation of Na+,K+,2Cl−‐cotransport activity. Western blot analysis of cellular homogenates and purified membrane fractions showed that the second peak of Rb+ uptake activity was a result of translocation of transport protein from an intracellular microsomal pool to the plasma membrane. Rb+ uptake by dominant negative protein kinase A mutants of the RN22 cell was not stimulated by cholera toxin treatment (acute or chronic) confirming the cAMP/protein kinase A dependency of both acute and long‐term regulation of transport activity. In the absence of a change in Michaelis constants or of an increase in total transport protein of cellular homogenates, neither a change in enzyme kinetics nor an increase in de novo synthesis of transport protein could account for the increase in transport activity. GLIA 23:349–360, 1998. © 1998 Wiley‐Liss, Inc.