Scheels University: A Masterclass of Fire and Flavors

Pitmaster Todd Johns shares his experience teaching brisket trimming, smoker fire management, seasoning strategies, and more.

This week’s guest article is written by Todd Johns, the founder of Plowboys BBQ and co-host and executive producer of BBQ Radio Network, the #1 nationally syndicated radio show dedicated to BBQ and grilling. A respected figure in the world of live-fire cooking, Todd is a four-time American Royal World Champion. Under his leadership, Plowboys BBQ products are now sold in over 32 countries, bringing championship flavor to a global audience. Todd’s award-winning Yardbird Rub is a staple in both competition BBQ and home kitchens around the world. If you want to write for The Smoke Sheet, please get in touch.

The aroma of barbecue smoke rolled through West Fargo last month as Scheels University 2025 brought together some of the biggest names in live-fire cooking. Hosted at the Red River Valley Fairgrounds, this three-day event (April 23–25) served as an immersive training and networking experience for over 80 Scheels employees representing 34 stores nationwide.

At Scheels University, employees learn about the cooking process to deepen their knowledge and skills. (Photo by Tarik Sykes)

Now in its second year, Scheels University has become a premier event in the outdoor cooking industry. Twenty-eight accomplished pitmasters led hands-on sessions covering everything from brisket trimming and pork rib preparation to smoker fire management, seasoning strategies, and flavor layering. Associates worked side-by-side with top competition cooks, deepening their product knowledge and technical skill sets.

Some of the biggest names in BBQ share their knowledge at Scheels University. (Photo by Tarik Sykes)

To put those lessons into action, a friendly competition was held during the event. Bill Purvis’s team from Chicken Fried BBQ captured top honors in the brisket category, while Mark Lambert’s Sweet Swine O' Mine team took first place in the ribs competition. Both wins showcased not only championship flavor but also the craftsmanship and attention to detail emphasized throughout the weekend.

Scheels University gives attendees the chance to learn about competition cooking and judging. (Photo by Tarik Sykes)

Attendees also had the opportunity to earn Kansas City Barbeque Society (KCBS) Certified Barbecue judge credentials. The certification sessions focused on teaching participants to evaluate barbecue based on official competition standards of appearance, taste, and tenderness, sharpening their palates and giving them insider experience they can pass on to customers.

Richard Fergola of Fergolicious BBQ was one of the pitmasters who participated in the event. (Photo by Tarik Sykes)

Leading brands filled the fairgrounds with live-fire demonstrations, new product showcases, and tasting experiences. Grill and smoker innovators like Yoder Smokers, Traeger, Big Green Egg, Gateway Drum Smokers, RecTeq, Pit Boss, and Kamado Joe showcased their latest technologies, giving attendees a firsthand understanding of what makes each system unique.

Scheels University showcases many of the biggest BBQ products that are sold in stores nationwide. (Photo by Tarik Sykes)

On the flavor side, powerhouse names such as Blues Hog, Killer Hogs, Kosmos Q, Sweet Swine O' Mine, Sucklebusters, BBQ Spot, Blazing Star BBQ, Rio Valley Meats, Meat Mitch, Chicken Fried BBQ, Smoke n Magic, Fergolicious BBQ, Plowboys BBQ, Rufus Teague, and Urban Slicer Pizza Worx provided tastings and product education, highlighting trends in rubs, sauces, and seasonings.

Accessories and precision tools also played a major role, with brands like ThermoWorks and Fireboard offering live demonstrations on the importance of temperature control and consistency in outdoor cooking.

Scheels University connects associates with the craft and culture of BBQ. (Photo by Tarik Sykes)

At its core, Scheels University is about more than just techniques and tools — it's about connecting associates directly to the craft and culture of barbecue. By working with world-class pitmasters and top-tier brands, Scheels employees return to their stores with a deeper understanding of products, a passion for live-fire cooking, and the ability to better inspire and assist customers at every stage of their grilling journey.

Many of the top brands in BBQ are sold at Scheels stores nationwide. (Photo by Tarik Sykes)

As the 2025 grilling season heats up, Scheels has once again proven its commitment to being more than just a retail destination — it’s a hub for outdoor cooking excellence.

Todd Johns,
Plowboys BBQ and the BBQ Radio Network