College and University Instructional Physical Activity Programs (C/U IPAP) are in decline worldwide. Therefore, it has become paramount that leaders in the field of Kinesiology establish effective means of defending, establishing, and growing these instructional physical activity programs. The focus of this article is to provide recommendations for positioning, marketing, and leveraging the value of C/U IPAP to college/university decision-makers and students so these valuable educational experiences can be a vital part of university curricula in the future.