The National Association for Sport and Physical Education supports the offering of strong college and university instructional physical activity programs (C/UIPAPs). With a rapid decline in physical activity levels, high stress levels, and unhealthy weight-loss practices among college-age students, it is apparent that C/UIPAPs embedded in the college curriculum can provide benefits to the young adult. However, because of the perceived devaluing of physical activity as an academic component, it is known that institutions of higher education have taken varied positions on their responsibility to their students' overall health and on physical activity as a credit-bearing subject. This article is written for those individuals within the higher education community who support C/UIPAPs and are interested in either initiating or strengthening a program. Common crippling beliefs about C/UIPAPs are presented and refuted, and the steps needed to initiate or strengthen programs are suggested. College personnel who strive to create and maintain C/UIPAPs as a viable part of the overall mission of the institution will find this article helpful.