The intent behind Gary Comer’s decision to build the health club was to give back to the people who had become the face and personality of Lands’ End. His action proved we mattered. We had achieved something much greater than putting turtlenecks on the backs of millions. With each shipment, with each call we took, with each box we packed, a bit of who we were also went out the door. We made decisions by simply treating customers how we wanted to be treated. That struck a chord with customers.
