There's a brand new Sportsmans here in Mesa AZ. The gun counter help for the most part don't seem to be too knowledgeable. But they are friendly and not high pressure.
Pricing is good. I've seen better prices at area gun shops on some models, but never much less than SW. And most of the time at most gun shops, the prices are higher than SW. Still, I'd gladly spend a few more bucks to support a smaller gun shop than a megamart like SW.