I volunteer at a
non-profit bike shop where the mission is to teach people how to repair their bikes. We have three truing stands, and make sure nearly everyone at least gets introduced to the concept and basic practice. Some start from scratch and build their own.
I learned wheel building at a LBS nearly 30 years ago, in a free one-night seminar. The best wheels I've ever had were the ones I built after that. Keeping my wheels true and strong have been second nature since. I've broken two spokes on tour, one by the airline, and replacing them myself (once borrowed a vice (freewheel days) from farmer's barn) was a good thing on several levels.