Realising the potential of the student market, Little Joe was quick to offer cut-price membership for accredited college boys, and the college boys were equally quick to snap up the cheap membership offered by the city-famous gymnasium chain. Especially the jocks of the college football team. For Little Joe the offer had the additonal benefit of attracting many more full price members who joined just to ogle the hot bods of the well-muscled college boys, as they flexed daily in full view of the whole gym.