Big-time collegiate athletic programs in the U.S. consider "the grind” in the weight room an essential part of the varsity athlete’s career (Shurley & Todd, 2012). Few studies, however, directly address the impact of strength and conditioning programs on the student-athlete experience (Boyd, Andrews, Wojcik, & Bowers, 2017; Gearity & Moore, 2017; Judge et al., 2012), especially at smaller institutions (Hanson & Day, 2014; Poiss, Sullivan, Paup, & Westerman, 2004; Thompson & Jones, 2011). Therefore, the purpose of this study is to investigate the ways in which a newly implemented strength and conditioning department comprehensively impacted student-athlete identity, specifically at the Division III level. Following the addition of an official strength and conditioning coach to the athletic staff, and the construction of a state of the art weight room, researchers interviewed 25 Division III student-athletes from a variety of sports at a small liberal arts college in the South using a phenomenological approach. Preliminary results indicate multiple impacts including a deeper understanding of strength and conditioning’s role in student-athlete performance, improved team cohesion and culture, and greater agency in terms of one’s athletic performance. Data indicates these characteristics can lead to empowered athletic careers via a “complete athlete” identity.