S	elfless:  We will be attentive to our customers individual needs, regardless of other priorities.  We will demonstrate our abilities through our conduct, conversation and knowledge.
E	thical:  We will act with honesty and integrity to our customers holding ourselves accountable for our actions.
R	espectful:  We will treat our customers as we wish to be treated to ensure your pro shop experience is conducted in a pleasant and professional manner.
V	ersatile:  We will be resourceful with our skills in order to get the job done properly and effectively.
I	nnovative:  We will identify ways to continuously improve our skills and knowledge to meet the ever-changing needs of our customers.  We always welcome customer feedback as a means to improve the services we provide.
C	ommunication:  We will intently listen to our customers requests.  Our goal is to provide accurate and technical information in a manner that is easy to understand.
E	ncouraging:  We will provide an atmosphere of encouragement and positivity to help you excel in your bowling skills.