What Makes a SCHEELS Expert?

At SCHEELS, we believe trust is the foundation of an exceptional retail experience. But trust isn’t something that’s given—it’s earned. That’s why we strive to provide every customer with expertise, whether you’re prepping for a hunt, getting ready for vacation, or finding your athlete all the right equipment.

It Starts with Passion & Experience

A SCHEELS Expert isn’t just someone who knows the features and benefits listed on a product tag. They’re people who have a passion and firsthand experience with the products we sell. Whether it’s hunting, fishing, sports, or fashion, our associates bring their personal experience to every conversation.

That passion is backed by hands-on training through SCHEELS University. With carefully planned sessions, our associates get to use the gear themselves—to test it and learn how it performs, giving them valuable insight to help customers select the right product for their needs.

Ryan | SCHEELS Sales Lead

“Our university program is all about getting our associates so much experience with the product that they're not just sharing their own experiences—they're sharing in the customer's experience and how they want to use the product.”

The Impact of SCHEELS University

SCHEELS University is built for more than just learning about the products—it’s meant to build confidence in our associates to better serve our customers.

Kahlen | SCHEELS Expert

“After attending SCHEELS University, I felt more confident sending customers into the field with gear that was the best fit for them. When you're going on a once-in-a-lifetime hunt, the last thing you want to worry about is your gear failing you. With the knowledge and hands-on experience I gained at SCHEELS University, I can better explain the benefits of the products we carry and provide an experience tailored to each customer's needs.”

Learning Never Stops

From their first year on the sales floor to becoming a seasoned veteran, every SCHEELS Expert continues to grow their knowledge because our goal is to be the best retailer in the eyes of our customers. That’s why we’re always building on that foundation of passion—learning the latest technologies, testing new products, and staying ahead of what’s trending.

They have to be Experts out there, before we call them Experts in here. Ready to experience the SCHEELS difference? Visit your local SCHEELS and talk to one of our Experts.