• Home
  • Appleton, WI | Scheels

Appleton, WI

Store Details


Fox River Mall
4301 W. Wisconsin Ave
Appleton, WI 54913-8681


Mon-Sat: 9:30AM - 9:00PM

Sundays: 10:00AM - 6:00PM



Store Info

Fox River Mall SCHEELS, located off Highway 41, first opened its doors in Appleton in 1994. In 2003, SCHEELS expanded to a 120,000 square foot retail shopping experience that showcases a broad selection of sports, sportswear, and footwear under one roof.

Unlike a typical sporting goods store or department store, SCHEELS is a collection of women's, men's, youth, specialty, and sport and game shops. Brand-name concept shops by Nike, adidas, Columbia, and The North Face will keep you active in any season. Each shop is staffed with experts who are focused on their passions.

Special attractions include a spectacular hunting and fishing shops and a "try before you buy" archery shooting range. SCHEELS fudge shop serves 24 flavors of homemade fudge and Starbucks® coffee.

The SCHEELS in Appleton features boutiques ranging from technical running gear to the latest fashion sportswear. The athletic shoe, hiking boot, and casual footwear selection offers everything for toddlers to serious climbers, and selections ranging from beach sandals to fashion boots for women. Outdoor enthusiasts will experience world-class shops including golf, bike, ski, paddle, and sport and game shops. The gun and hunting shops have the largest retail selection of guns in the region, ranging from everyday shooters to collectible guns.

High school and college fans - this is a one-stop shop for all the necessary attire and accessories to showcase your school pride! This SCHEELS houses a huge team shop, which is larger than some stand-alone stores, and features logo apparel from many local schools and teams including the Packers, Brewers, University of Wisconsin and much more.

SCHEELS offers a complete Service Shop. From bike repairs and skate sharpening to ski/board waxing and racquet stringing, each SCHEELS store has an in-house service technician team to get your gear ready for the season. Our Barnett-certified technicians have received the best bike mechanic training in the industry, and are ready to use their skills to keep your wheels on the road.

Several shops feature Scheels Outfitters products. Since its conception in 1902, Scheels Outfitters, a premium brand of SCHEELS, has outfitted the outdoors enthusiast with everything from camping equipment to hunting clothing. Designed for field experts, by Scheels Experts, Scheels Outfitters is a premium brand that is exclusive to SCHEELS.

SCHEELS is an employee-owned company and provides the best training in retail for its career associates. Our people make us special and SCHEELS associates are among the highest paid in retail, with outstanding benefits. SCHEELS also gives back to the local communities, donating more than 10% of its profits to local charities and local non-profit organizations.

SCHEELS is a 25-store operation with stores in 10 states including North Dakota, Illinois, Iowa, Minnesota, South Dakota, Montana, Wisconsin, Nebraska, Nevada, and Utah. The store that opened in 2008 in the Reno/Sparks, Nevada market is the World’s Largest All Sports Store. In 1902, Frederick A. Scheel founded SCHEELS as a general merchandise and hardware store in Sabin, Minnesota. Today, Steve D. Scheel, the great-grandson of SCHEELS' founder, is the company's Chairman of the Board, and great-great-grandson Steve M. Scheel is CEO. Bill Nelson serves as President and oversees SCHEELS’ daily operations of more than 6,000 associates.

Store Features

Archery Range Coffee and Fudge Shop College and Pro Licensed Apparel Service Shop