About Us

Our goal is to be the best retailer in the eyes and minds of our customers and associates
Customer Service Experts

WE ARE CUSTOMER SERVICE EXPERTS

At SCHEELS, we have a team of customer service experts passionate about the products within their department. We are dedicated to having the best retail experience in the eyes and minds of our customers where everyone can discover their passion for sports, hunting, fishing, camping and much more.

We Strive for Excellence

WE STRIVE FOR EXCELLENCE

We carry world-class brands and back every product we carry with our SCHEELS guarantee. You can feel confident knowing you’re purchasing the same footwear, apparel, and gear professionals rely on.

We Provide an Experience

WE PROVIDE AN EXPERIENCE

Your retail adventure begins at SCHEELS. Our stores include attractions such as aquariums, arcade games, and our famous ferris wheel. Don't forget to complete your shopping experience at Ginna's Café™ to enjoy gourmet soups, sandwiches, and homemade fudge!

It all started with Potatoes

In 1902, it all started with three acres of potatoes where the seed for the first SCHEELS store was planted. With $300 earned from his first harvest of potatoes, German immigrant Frederick A. Scheel placed a down payment on a small hardware and general merchandise store in Sabin, Minnesota. Once Frederick Scheel recognized his astonishing success with his home and hardware store, he began to expand SCHEELS into surrounding communities.

By 1954, customer interest began to evolve and SCHEELS expanded their product mix by adding sporting goods to their store locations. With an expanded product selection and tremendous strength for selling sporting goods, by 1972 SCHEELS added athletic shoes and clothing. During the following years, SCHEELS began to expand with rapid success: stores were opened in Minot, North Dakota, in 1974, Fargo, North Dakota, in 1975, Cedar Falls, Iowa and Sioux Falls, South Dakota, in 1977; and in Sioux City, Iowa, in 1981.

SCHEELS opened their first all sporting goods store in Grand Forks, ND in 1989 and by 2008 SCHEELS opened the World’s Largest Sports Store in Reno-Sparks, Nevada. SCHEELS stores are unlike any other sporting good stores, including special attractions to create a superior shopping experience, high-quality product selection by leading brands, and SCHEELS experts that are passionate about the products within their department.

Today, SCHEELS is one of the largest sporting goods stores in America with over 115 years of retail experience with a superior quality of customer service and philanthropic support. Steve D. Scheel, the great-grandson of SCHEELS’ founder, is the company 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.

As an employee-owned, privately held business, SCHEELS dedicates their consistent success to empowered associates, leaders, and partners who think and make decisions for their individual stores and the entire company. SCHEELS also gives back to the local communities, donating more than 10% of its profits to local charities and local non-profit organizations.

Currently, SCHEELS has 27 locations in 13 states, including North Dakota, Illinois, Iowa, Minnesota, South Dakota, Montana, Wisconsin, Nebraska, Nevada, Utah, Kansas, Colorado, and Texas.

AboutUs 1902

1902 | How SCHEELS Began

It all started with three acres of potatoes where the seed for the first SCHEELS store was planted. With $300 earned from his first harvest of potatoes, German immigrant Frederick A. Scheel placed a down payment on a small hardware and general merchandise store in Sabin, Minnesota.

About Us 1954

1954 | The New Era

Customer interest began to evolve and SCHEELS expanded their product mix by adding sporting goods to their store locations. With an expanded product selection and tremendous strength for selling sporting goods, SCHEELS added athletic shoes and clothing in 1972.

About Us 1974

1974 | Tremendous Growth

SCHEELS began to expand with rapid success: stores were opened in Minot, North Dakota, in 1974; Fargo, North Dakota, in 1975; Cedar Falls, Iowa and Sioux Falls, South Dakota, in 1977; Sioux City, Iowa, in 1981; Grand Forks, North Dakota, in 1989; Bismarck, North Dakota, in 1984; Sioux Falls, South Dakota, in 1991; and Eau Claire, Wisconsin, in 1995.

About Us 2008

2008 | Best Retail Experience

By the early 2000s, SCHEELS opened the World’s Largest Sports Store in Reno-Sparks, Nevada. SCHEELS stores are unlike any other sporting good stores, including special attractions to create a superior shopping experience, high-quality product selection by leading brands, and SCHEELS experts that are passionate about the products within their department.

About Us Today

Today | Discover Your Passion

Today, SCHEELS is one of the largest sporting goods stores in America with over 115 years of retail experience to discover your passion with a superior quality of customer service and philanthropic support. SCHEELS has 27 locations and counting, in 13 states, including North Dakota, Illinois, Iowa, Minnesota, South Dakota, Montana, Wisconsin, Nebraska, Nevada, Utah, Kansas, Colorado, and Texas.

It's All About the People

We strive to be the best retailer in the USA in the eyes and minds of our customers and associates.

We Value Our Customers

We value our customers

Customers are always our first priority at SCHEELS. We empower our associates to become experts in their shops to go above and beyond to meet the customer's needs and expectations.

We Value Our Community

We value our community

SCHEELS is committed to providing philanthropic support in each community where we are located. Our associates volunteer thousands of hours to community service projects annually.

We Value Our Associates

We value our associates

SCHEELS is an employee-owned, privately held business that owes its consistent success to its empowered associates, leaders, and partners who make decisions for their store and the entire company.

Join Our Team of Experts

DO WHAT YOU LOVE, AND YOU’LL NEVER WORK A DAY IN YOUR LIFE.

Are you interested in being a part of a growing team? SCHEELS careers are the perfect opportunity for those interested in working hard and loving what they do.

Start Your Career

Follow Your Passion

Want to learn more? Find expert advice, the latest trends, local events and more on our blog.

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