Back in ’2010, it was just plain hard work and a passion for serving Customers that got us started. We still work very hard and have the same passion, but it takes a lot more than hard work and passion to satisfy Customers today.

You see, as a company grows, it’s important to formalize the planning, processes, systems, training and communications; and to develop a great team of leaders throughout the organization. This is the hardest part of running a business and they don’t teach it much in business school.


Everything really starts with our Vision, which is: ‘To be the best-run business in America, and the most successful, most respected business in our industry, for the benefit of our Customers.’ 

Who Are We?

In a very real way, we are our customers. Our stores are staffed by locals who have knowledge about the products we sell because they use them on their own outdoor adventures. We don’t rely on commissions or high-pressure sales tactics, because we want our customers to know that they’re buying the right products for their needs. In short, we applied for these jobs because we love this stuff, and we get hired because that love shows whenever we talk about it.

Some of us have specialized niche knowledge, others seem to know a little bit about everything, and all of us like to hear and share new stories about the great outdoors. Many of our employees have been with the company for 5-10 years. It’s not uncommon for a person to start in an entry-level position in one of our stores purely as an extension of their interests in the outdoors, only to find themselves rising through the ranks and building a long-term career with the company.