The History of SCHEELS | SCHEELS.com
German immigrant FREDERICK A. SCHEELE moves to Sabin, MN with his wife Augusta and 2 children, Margaret and Frederick M., who help plant potatoes on their 3 acres of land. WITH $300 EARNED FROM THEIR FIRST HARVEST, he places a down payment on a small hardware and general merchandise store. Frederick A. Scheele drops the ‘e’ from their name and becomes Scheel.
- Frederick M. Scheel, son of Frederick A. Scheel, returns from serving in the U.S. Navy during WWI and takes over ownership of SCHEELS, which broadens to include groceries and farm equipment.
- SCHEELS purchases a hardware store in Moorhead, MN and soon expands the business into ND with stores in many cities including Fargo, the future flagship location.
- Frederick B. Scheel, son of Fred M. Scheel, joins the business after returning home from WWII and a tour of duty as a Marine Corps Aviator flying an FSU Corsair in the South Pacific. Today, SCHEELS honors this family history of military service by supporting many local units before and after deployment, donating to many memorials, and contributing to organizations that support our veterans.
- Charles Scheel, brother of Fred B. Scheel, joins the business while attending North Dakota State University. Upon Chuck’s graduation, the two brothers become partners. In the following years, they expand the business with the help of their father, opening new stores in ND, MN, and MT.
Charles Scheel becomes company president, while his brother, Fred B. Scheel, continues as director and chairman. The family legacy continues as Fred’s son, Steve D. Scheel, starts working part-time at the age of 8. Bob Alin and Lloyd Paulson join the business and quickly become SCHEELS partners. Throughout their lives, both Bob and Lloyd would give generously to their communities through organizations such as Dollars for Scholars and the United Way, establishing a legacy of service that is reflected in SCHEELS values today.
Charles Scheel becomes company president, while his brother, Fred B. Scheel, continues as director and chairman. The family legacy continues as Fred’s son, Steve D. Scheel, starts working part-time at the age of 8. Bob Alin and Lloyd Paulson join the business and quickly become SCHEELS partners. Throughout their lives, both Bob and Lloyd would give generously to their communities through organizations such as Dollars for Scholars and the United Way, establishing a legacy of service that is reflected in SCHEELS values today.
- The Moorhead, MN store relocates, doubling its size to 20,000 square feet, a second Fargo, ND store opens, and St. Cloud, MN becomes the first SCHEELS store to open in a mall. After serving as a Marine Fighter pilot, Robert Scheel, the third son of Fred M. Scheel, joins the family business.
- In 1972, each store begins to offer athletic shoes and clothing, including the new location at West Acres Mall in Fargo, ND. Steve D. Scheel starts working full-time at the family business after serving in the U.S. Army as a combat engineer. In the coming years, Steve would work to convince his father, Fred B. Scheel, that sporting goods are the future of the company, not hardware.
- SCHEELS partnerships convert into a corporation with an executive committee board. The business expands to Sioux Falls, South Dakota, as well as adding additional stores in North Dakota, Iowa, and Montana. Despite initial doubts from his father, Steve D. Scheel pushes for a larger selection of sporting goods at the Sioux Falls location, and his efforts prove successful by 1980, the store converts entirely to sporting goods, and other stores follow suit.
- In 1984, with sporting goods accounting for about half of the business, it was clear that larger stores would need to be built to accommodate the vast selection of activities—from hunting and camping gear to athletic apparel and footwear. In 1989, the first “All Sports Superstore” opens in Grand Forks, ND. This was considered the flagship store at just over 30,000 square feet.
Steve M. Scheel joins the business as a part-time shoe stocker. Within two weeks, he was selling shoes. His father, Steve D. Scheel, becomes president and CEO while making developing leaders a top priority for the company. Throughout the 90’s, stores would continue to open across the Midwest, including the first store in Wisconsin.
SCHEELS converts from family ownership to an employee stock ownership plan, or ESOP. This plan motivates associates by allowing them to benefit directly from SCHEELS continued success and growth. Employee-owners have the commitment, resourcefulness, and flexibility to outperform the expectations of our customers, and play an important role in the success of the company. Today SCHEELS is one of the largest ESOP companies in the USA.
To give the customer the best experience, Steve D. Scheel leads the first SCHEELS Universities with the intention to turn associates into true Experts, deepening their product knowledge and gaining intense hands-on experience.
To give the customer the best experience, Steve D. Scheel leads the first SCHEELS Universities with the intention to turn associates into true Experts, deepening their product knowledge and gaining intense hands-on experience.
When the sporting goods store is built in Fargo, ND, the existing Fargo store converts into a partnership between Robert Scheel and Bob Alin—the last hardware store in the company.
Steve D. Scheel’s vision to make SCHEELS a destination, rather than just a retailer. Stores begin to feature new attractions, such as the centerpiece tree in the Iowa City store—which opened at 105,000 square feet as the first two-level SCHEELS.
Throughout the early 2000’s, SCHEELS expanded, opening the first store in Nebraska and relocating several stores to larger locations.
When the sporting goods store is built in Fargo, ND, the existing Fargo store converts into a partnership between Robert Scheel and Bob Alin—the last hardware store in the company.
Steve D. Scheel’s vision to make SCHEELS a destination, rather than just a retailer. Stores begin to feature new attractions, such as the centerpiece tree in the Iowa City store—which opened at 105,000 square feet as the first two-level SCHEELS.
Throughout the early 2000’s, SCHEELS expanded, opening the first store in Nebraska and relocating several stores to larger locations.
When the sporting goods store is built in Fargo, ND, the existing Fargo store converts into a partnership between Robert Scheel and Bob Alin—the last hardware store in the company.
Steve D. Scheel’s vision to make SCHEELS a destination, rather than just a retailer. Stores begin to feature new attractions, such as the centerpiece tree in the Iowa City store—which opened at 105,000 square feet as the first two-level SCHEELS.
Throughout the early 2000’s, SCHEELS expanded, opening the first store in Nebraska and relocating several stores to larger locations.
As SCHEELS celebrates its 100th Anniversary, SCHEELS.com is launched as an informational website—later selling gift cards in 2005, and minimal product in 2006. Today, SCHEELS.com offers a massive product selection with convenient features including free returns, free in-store pickup, and live chat with customer service.
- The first store with the signature SCHEELS Ferris wheel opens in Omaha, NE, providing an exciting new retail experience for customers. Later that year, the Des Moines, IA store opens as the World’s Largest All Sports Store at 179,000 square feet.
- Steve M. Scheel steps into the position of president, entering the fifth generation of family leadership at SCHEELS. His father, Steve D. Scheel becomes CEO/Chairman.
- Under Randy Gould’s leadership, SCHEELS partners with First National Bank of Omaha and VISA to launch the SCHEELS Visa program. In 2012, SCHEELS becomes the first retailer to issue co-branded cards instantly in-store. With MyRewards Gift Cards and other benefits, Cardmembers are able to do more of what they love.
- Just one month after a grand opening, the Great Recession puts SCHEELS’ new store investment at risk as retail sales decline nationwide. Through the loyalty of customers and associates, SCHEELS weathers the recession without layoffs or downsizing. Nearly two years later, the company opens its first stores in IL and UT, each over 200,000 sq ft, followed by the 295,000-sq-ft Sparks, NV location—setting a new World’s Largest All Sports Store record and introducing the first walk-through SCHEELS aquarium.
Committed to Steve D. Scheel’s leadership goal, Michelle Killoran, CFO and EC member, founded the Women’s Leadership Summit in 2013 to intentionally develop female leaders across Scheels stores and offices. Supported by Jill Staffne, Director of HR and EC member, the annual event expanded WILD training throughout the company. Building on this foundation, JC Joyce, Rapid City Store Leader and EC member, launched a store-specific women’s mentorship program in 2025.
Committed to Steve D. Scheel’s leadership goal, Michelle Killoran, CFO and EC member, founded the Women’s Leadership Summit in 2013 to intentionally develop female leaders across Scheels stores and offices. Supported by Jill Staffne, Director of HR and EC member, the annual event expanded WILD training throughout the company. Building on this foundation, JC Joyce, Rapid City Store Leader and EC member, launched a store-specific women’s mentorship program in 2025.
- “We take good people, lead them by example and immerse them in our culture, helping them to become great and continually better at what they do, while enjoying their career or part-time work at SCHEELS.”
- The legacy of family leadership continues as Steve M. Scheel becomes CEO, and Steve D. Scheel becomes Chairman of the Board-and self-proclaimed “head cheerleader”. The first stores in KS and CO open.
- FUZZIWIG’S CANDY FACTORY and SCHEELS partner to bring confectionery goodness to SCHEELS starting in the SPRINGFIELD, IL store, then expanding to more SCHEELS locations.
- SCHEELS surpasses its own records as the Worlds Largest All Sports Store with the opening of The Colony, Texas location at 331,000 sq. ft. As COVID-19 becomes a global pandemic, 10 SCHEELS stores temporarily close due to various government regulations. Associates quickly adjust and LAUNCH A CURBSIDE PICKUP OPTION for ONLINE ORDERS.
- The SCHEELS app launches this year, allowing customers a new way to shop and browse products more easily anywhere in the world.
In 2021, Steve M. Scheel partners with Jill Staffne to bring to life a new program, SCHEELS Gives Back, which encourages associates to give to our local communities on a deeper level. Donation dollars can be given towards local non-profits, as well as individuals and families in our community who need support.
- Seeking new opportunities, SCHEELS continues to expand, strengthening its presence and introducing the SCHEELS culture to new markets. During 2023 and 2024, SCHEELS opens stores in Wichita, KS; Chandler, AZ; Tulsa, OK; and Meridian, ID.
- The great great grandson of the founder of SCHEELS, Steve M. Scheel retires and Matt Hanson becomes the new CEO. Matt started as a part-time cashier at SCHEELS in Mankato, MN, and worked his way up to where he is today.
- SCHEELS continues its strong dedication to people by empowering associates, providing first-class customer service, and giving back to local communities through volunteering and charitable giving.
SCHEELS looks forward to continuing its legacy of exceptional customer service and one-of-a-kind retail experiences, both online and in stores. As SCHEELS expands, it will continue to pursue the original mission set forth in the 1970’s, “We do good in our communities,” by being an active partner in its communities and striving to be the best retailer in the USA in the eyes of our customers, associates, and business partners.
SCHEELS has some of the largest All Sports stores in The United States with more than 120 years of retail experience. We continue to inspire customers to live active lifestyles and share their passion while partnering with top brands in all of our specialty shops.
SCHEELS has some of the largest All Sports stores in The United States with more than 120 years of retail experience. We continue to inspire customers to live active lifestyles and share their passion while partnering with top brands in all of our specialty shops.
