Company Overview & History

Our History

Schueler, LaFond and Associates began over 30 years ago as the Robert Cary Group and the Dick Heustis Group.  Twenty-one years ago, the two companies merged to form Cary, Heustis and Associates.  In 1987 Jim Herta, Bob Schueler and Russell Spry purchased the company and in 1997 Dan LaFond joined the agency, purchasing Jim Herta’s shares of the company to form Schueler, LaFond, Spry and Associates.  The company has a long history of success in the sporting goods industry and has won many awards from both manufacturers and customers.  The group is presently known as Schueler, LaFond and Associates and the corporate office is maintained by a full time staff based in Palatine, Illinois.

Key Skills

  • Twelve Dedicated Sales Professionals Covering Thirteen States
  • Professional and Knowledgeable Marketing and Product Presentations
  • Additional Pro-Staff Assisting with Shows, Demonstrations and Store Promotions in Each State
  • Strategic Partnership Building
  • Key Account Management
  • Excellent Customer Service
  • Innovative Sales and Marketing Plan
  • Continually Updating Accounts on Products and Developments
  • Ensuring Manufacturer Profitability
  • Frequent Contact with All Factories, Management, and Sales Force.
  • Supporting the Industry by Donating to the National Heritage Shooting Fund, Shot Pac, The National Rifle Association, and other Organizations that Keep Our Industry Strong

Industry Achievements

1998

Rep of the Year – Michiael Lent TASCO

2001
Rep Group of the Year BPI-CVA


2002
Rep Group of the Year BPI-CVA

Rep of the Year – Mike Wicks BPI-CVA

Rep Group of the Year Rivers Edge


2003
Rep of the Year – Brian Edwards BPI-CVA

Rep of the Year – Michiael Lent Smith and Wesson


2004
Rep Group of the Year BPI-CVA

Rep of the Year – Mike Wicks Smith and Wesson

Rep of the Year – Eddie Taylor Under Armour

Rep of the Year – Tim Brown BPI-CVA


2007
Rep Group of the Year Okuma

Rep of the Year – Dan LaFond Okuma


2008
Rep Group of the Year Okuma

Rep of the Year – Dan LaFond Okuma


2009
Rep of the Year – Mike Wicks Okuma

 

2011
Rep of the Year – Mike Wicks Under Armour

Rep of the Year – Michiael Lent Under Armour


2012
Midwest Rep of the Year – Mike Wicks Under Armour

National Salesman of the Year – Michiael Lent Under Armour

National Rep of the Year – Michiael Lent Under Armour Hunt/Fish


2013
Regional Salesman of the Year – Michiael Lent Under Armour

National Rep of the Year – Brian Edwards Under Armour

National Rep of the Year – Michiael Lent Under Armour Hunt/Fish

 

2014
Sales Group of the Year Winchester Safes

Rep of the Year – Michiael Lent Winchester Safes

National Rep of the Year – Brian Edwards Under Armour


2016
Rep of the Year – Michiael Lent Zippo Outdoor


2017
Rep Group of the Year Savage Gear

Rep of the Year – Mark Kummerow Savage Gear


2018
Rep Group of the Year Okuma Fishing Tackle

Sales Organization of the Year Franklin Armory

Salesman of the Year – Ryan Jager Under Armour Outdoor Hunt

 

2019

All Outdoors Team – Under Armour

National Rep of the Year – Michiael Lent Under Armour Hunt/Fish

Rep Sales Award – Michiael Lent Real Avid

Rep Sales Award – Ryan Jager Real Avid

 

2020

Rep of the Year – Rich Lorentzen Under Armour

 

2022

Rep of the Year – Mark Kummerow Okuma Fishing Tackle

 

2024

National Rep of the Year – Brian Edwards Under Armour