heitman applied for a salesman job back in 1998. the store owner found him charming and impressive. >> 20 years in the military, been through all the ranks and traveled all over the world. now that he was going to be getting out of the military, wanted to do something that he liked and enjoyed. >> what he wanted to do is sell skis, and he was a natural. so no one paid much attention to one odd little thing. >> when he came to work for us, he came to us and said, hi, i'm bob heitman. so, fine. he was bob. and interestingly enough, his id that he showed us said that he was steve heitman. >> steve or bob loved to talk about his military background. which at times seemed somewhat flexible. >> at first it was the army. >> at first it was the army. and then i believe it was the rangers and then a navy s.e.a.l. so, you know, i never did figure that one out. >> according to the military discharge papers he showed, his