I own this stock and I also work in the industry and this is a very well run company that knows it's place in the retail market. It does not compete directly with Dick's or Sports Authority with their 50,000 sq ft stores, high rent locations, fancy displays and big advertising budgets , yet they do it with small stores in less expensive locations, lots of closeout buys and pushes their advertising into areas of their greatest profit items. I believe they should go into the $20's. maybe higher.