It is owned by Dick's Sporting Goods, and is meant to compete with the ones you mentioned. I'm kind of mixed on whether I like the concept (and the stores themselves). Dicks started this "brand" after they F'd up royally with their first black rifle ban. Plus Dick's stores are really hit or miss as far as having a decent shooting, hunting and fishing section. Personally I prefer good local stores; then Cabelas. Bass Pro; Gander both suck. Academy here in Greenville, SC is not too bad. The local chain; Palmetto is pretty good. When we lived in NE Ohio I would always go to Fin, Feather and Fur, or Great Lakes Outdoor Supply. Both local chains were much better than any big box chain.