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Because many college students engage in low levels of physical activity, the current study used a qualitative framework to interview 11 college students to examine the meaning physically active college students assign to the practice of fitness and health. Students discussed the importance of healthy eating, but that it was difficult to accomplish at college. Additionally, students intertwined health and fitness with physical appearance and attractiveness. In particular, the media shaped many of their perceptions of health and fitness. Implications of these findings to policy making in higher education, in particular wellness programming, are highlighted.