"People at REI share the same values and the same pursuits," says Chevassus. "I used to interview people for the retail stores, and I'd ask questions like 'What's your favorite alpine lake? What fishing pole do you carry? What kind of tent do you use?' "
Those questions are apt. Stephen Edquist, 39, an 11-year company veteran, is a climbing fanatic. (That's him pictured on the opening page, atop the store's climbing pinnacle.) A product expert in camping and climbing, he has turned down more than one promotion. Why? So he can stay close to the activity he loves. Craig Undum, 33, a technician in the cycling department, is a world-class professional bike racer. "Our passion is our work, and our work is our passion," Undum says. "We live what we sell."
Such work-life integration makes for energized salespeople -- and a better store. "The buyers don't just say, 'Here's the gear,' " Edquist explains. "They see us as a resource: 'This guy has used every ice tool we sell. Is our selection where it needs to be?' " Diane Levy, 32, a sales specialist in the snowsport and paddling specialty shops, shares Edquist's perspective. "We've chased bad products out of here," she says. "That helps make us feel that this is our store."
Contributing editor Eric Ransdell ransdell@well.com wrote "IBM's Grassroots Revival" for the October:November 1997 issue of Fast Company.
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