Our Core Values
Authenticity, ownership, re-invention, and community – are our pillars in achieving retail excellence, sharing our passion for the great Canadian outdoors alongside the individuals and families within our communities who lead an active lifestyle like we do.
AUTHENTICITYWe champion an active lifestyle and are driven by our passion for the sports and activities we represent and take part in, inspiring each other and our customers to get outside and live the Sporting Life.
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OWNERSHIPWe don’t make excuses and learn from our mistakes. We keep score, work hard, follow a game plan, and celebrate our wins.
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RE-INVENTIONBacked by our curious mindsets & commitment to improvement, we challenge ourselves and our team to innovate, evolve, and transform, utilizing adaptability to combat disruption.
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COMMUNITYWe create community through our shared values, teamwork, giving back, and exercising our passion for the outside.
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Our Employee Value Proposition
CONNECTIONWork alongside like-minded people who champion living an active lifestyle and enjoying the outdoors.
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CHALLENGECommit to continuous learning in an ever-evolving world of sport, activity, and retail.
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BALANCELive the Sporting Life, which is a balance of work and play.
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REWARDEncourage making a difference, giving back and making your community a better place.
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Our Leadership Brand
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We care about outcomes and our actions back that up.
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We bring curiosity and an open mind with the goal of making things better.
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We can adapt and are resilient in our approach.
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A collective standard. An individual mission.
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Our motivation comes from our passion for the outside.
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We believe in giving back to the sports and activities we love.
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We bring energy and effort everyday and expect the same from our teammates.
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We understand that everything we do impacts the customer experience.