About 30 years ago, OLE JENSON, THEN THE PRESIDENT OF RED WING SHOE COMPANY, after examining the DANA Instrument, emphatically stated at a Red Wing sales meeting, "THIS INSTRUMENT IS US. WE WANT ONE IN EVERY STORE.' An exclusive agreement followed.

At about the same time, GALLOP had completed a national survey of MEN consumers regarding their footwear purchasing. ONLY 2% ACCEPT RECOMMENDAIONS OF SHOE SALES PEOPLE. 75% DID NOT WANT HELP FROM SHOE SALESMEN and wished to make their own decisions. The DANA instrument eliminates this consumer negative attitude. The added level of service you provide with the DANA persuaded the customer to purchase from you.