A study of 215 athletes at a small private liberal arts Division III college revealed that athletes (a) begin their college experience with SATs no different from non-athletes; (b) attain GPAs that do not significantly differ from those of nonathletes; (c) achieve GPAs that do not significantly differ between their "in-season" semester and their "off-season" semester, and (d) perceive their GPA as important to their college and future success. These results indicate that Division III athletes are a valuable and important group of students who exhibit "sustainable" behavior as part of their college experience. The sustainability and growth of Division III institutions can rely on the recruitment of athletes to increase student numbers and revenue while maintaining the prestige and mission of the school.