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

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
2013
Regional Salesman of the Year – Michiael Lent Under Armour Rep of the Year – Brian Edwards Under Armour
2014
Sales Group of the Year Winchester Safes Rep of the Year – Michiael Lent Winchester Safes 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