Sam's Club's National Training event in 2010 sought to make a step-change in the culture amongst sales associates. Training revolved around technology including HDTV, home entertainment systems, computers and more. The aim was to grow associates' knowledge and change Sam's Club to a technological destination. The National Training Event was branded as the "Sam's Club Summit", playing off of mountain climbing imagery and terminology. Associates competed in teams onclass participation and knowledge, to see who would reach the summit first.