At SCHEELS, our goal is to offer the best retail experience to each customer. To provide
expert-level advice to our customers, we empower our associates through our SCHEELS University
program. Whether their expertise is hunting, fishing, sports, or fashion, we offer training
throughout the year to highlight not only the features and benefits of the products we sell, but
also give associates the opportunity to use and experience the products firsthand. When we pair
this training with their personal passion, our experts are able to offer reliable information to
customers and continue building that trust—a cornerstone of excellent customer service. They have
to be experts out there before we call them experts in here.