SCHEELS PRIVACY POLICY

Effective Date: May 5th, 2026

1. Introduction and Scope. This Privacy Policy (“Policy”) describes how Scheels All Sports, Inc. (“SCHEELS,” “we,” “us” or “our”) collects, uses, discloses and protects personal information obtained through our physical retail stores, websites, mobile applications, and customer service channels (collectively, “Services”). By using the Services, you acknowledge that you have read and understood this Policy.

We use personal information to operate our business, fulfill transactions, personalize your experience, and comply with legal obligations. We are committed to maintaining the security of your personal information. We collect and use personal information only to the extent reasonably necessary and proportionate to achieve the purposes described in this Policy. We will not use personal information for purposes that are materially different, unrelated or incompatible with those disclosed at the time of collection without providing additional notice as required by applicable law.

2. Information We Collect. We may collect the following categories of personal information when you interact with our Services:

   1. Information You Provide Directly.

      • Contact information, including name, gender, mailing address, email address, phone number and online usernames or aliases.

      • Purchase information, including transaction histories, payment method details and billing and shipping addresses.

      • Account profile information, including account credentials, birthday, product reviews and stated preferences.

      • Communications with our customer service team via phone, email or online chat.

      • Identification and address verification information required by law for the sale or shipment of regulated products, including firearms and ammunition. This information is submitted to a third-party verification provider (currently Id.me) and is not retained by SCHEELS, except as required by applicable law. Declining to provide this information will prevent SCHEELS from completing the applicable transaction.

   2. Information Collected Automatically.

      • Device and browsing information, including device type, IP address, cookie identifiers, browser type, internet service provider and search histories on our platforms.

      • Location information provided by your device when accessing our online Services.

      • Shopping cart data, including abandoned cart contents, collected via cookies and used to send cart reminder messages.

      • Log files and other technical records generated by interactions with our websites.

      • Device and location information from devices connected to our in-store Wi-Fi services.

      • Video and photographic data collected by surveillance systems in and around our store locations. However, we do not use facial recognition or biometric identification technologies unless expressly disclosed at the point of collection.

   3. Information from Third Parties and Social Media. Our websites incorporate features from social media platforms, including Facebook, X (formerly Twitter), Instagram and YouTube. When you interact with these features, information such as your IP address and browsing activity may be collected by the applicable platform, and cookies may be set on your device. Your interactions with social media features are governed by the respective platform’s privacy policy, not this Policy.

We may also receive information about you from analytics partners and other third-party service providers in connection with the delivery of our Services. We may combine information collected from different sources to help us improve the accuracy of our records, enhance personalization and better understand customer preferences.

We may collect certain categories of sensitive personal information, such as precise location data, financial account information and identification data required by law, which we use only as necessary to provide services, comply with legal obligations or prevent fraud. 

3. How We Use Your Information.

   1. We use the personal information we collect for the following purposes: 

      • To process and fulfill orders, verify shipping and billing addresses and facilitate payments through our financial partners, including banks, PayPal and major credit and debit card networks.

      • To personalize your shopping experience and provide product and service recommendations based on your purchase history and stated preferences.

      • To operate and improve our physical stores, websites and other Services.

      • To send you promotional communications by mail, email or SMS, where you have provided consent or we otherwise have the right to do so.

      • To support customer service inquiries and resolve disputes.

      • To solicit and process applications for the SCHEELS Visa credit card, in coordination with our banking partner.

      • To verify customer age and identity as required by applicable law, including for the purchase of age-restricted products.

      • To detect, investigate, and prevent fraud, theft and other unlawful activities.

      • To comply with applicable legal obligations.

   2. Automated Processing and Profiling. We may use automated processing, including profiling, to personalize your experience, such as recommending products, tailoring marketing communications and analyzing shopping behavior. We do not use automated decision-making that produces legal or similarly significant effects without appropriate safeguards. Where required by applicable law, you may have the right to opt out of certain types of profiling used in furtherance of targeted advertising.

4. How We Share Your Information. We do not sell your personal information for monetary consideration. However, we may share your information in the following circumstances:

   • Service Providers. We share information with third-party vendors and service providers who perform functions on our behalf, such as payment processing, order fulfillment, shipping, website hosting, analytics and marketing. These parties are contractually required to handle your information only as directed by SCHEELS and consistent with this Policy and are prohibited from retaining, using, or disclosing personal information for purposes other than providing services to SCHEELS, except as permitted by applicable law.

   • Analytics and Advertising Partners. We may share certain browsing and activity data, such as referring page information, with third-party analytics and advertising partners to support targeted advertising and site optimization.

   • Financial Partners. Information necessary to process credit, debit, and SCHEELS Visa transactions is shared with applicable banks and card networks.

   • Legal and Regulatory Requirements. We may disclose your information to law enforcement, regulators, or other third parties when required by applicable law, legal process or governmental request, or when we believe disclosure is necessary to protect the rights, property or safety of SCHEELS, our customers, or others.

Note: Text messaging opt-in data and consent are not shared with third parties for their own marketing purposes. 

5. Text Message (SMS) Marketing Program. This section describes our practices specific to our text message marketing program (“Messaging Service”), delivered through our service provider Klaviyo.

   1. Collection and Use. By enrolling in the Messaging Service, you expressly consent to receive recurring automated marketing messages from SCHEELS at the number provided. Consent to receive automated marketing text messages is not a condition of any purchase. By enrolling, you represent that you are the authorized user of the mobile number provided and that you are authorized to consent to receive messages at that number. Message and data rates may apply. We also collect your messaging history and any information you include in messages sent to us. We may use cookies to personalize your experience, including sending cart reminder messages. Your information is used to deliver, analyze, maintain and improve the Messaging Service and to personalize your experience.

   2. Sharing. We may share your Messaging Service information with service providers as necessary to deliver the program, and as otherwise required by law. We may share aggregate or de-identified data with third parties for analytics and promotional purposes.

   3. Opt-Out. You may opt out at any time by replying STOP, END, CANCEL, UNSUBSCRIBE or QUIT to any of our text messages.

6. Data Security. We implement reasonable physical, administrative and technical safeguards designed to protect your personal information from unauthorized access, disclosure, alteration, or destruction. These measures include:

   • SSL/TLS encryption for data transmitted via our websites (indicated by “https://” in the browser URL).

   • Case-sensitive password requirements, including minimum length and character complexity standards, for online accounts.

   • Restricted access to servers storing personal information, limited to personnel with a legitimate operational need.

No security measure is guaranteed to be completely effective. We cannot warrant the absolute security of any information you provide. You are responsible for maintaining the confidentiality of your account credentials and for using strong, unique passwords.

7. Data Retention. We retain personal information only for as long as necessary to fulfill the purposes described in this Policy, comply with applicable legal obligations, resolve disputes and enforce our agreements. Personal information that is no longer needed is periodically purged in accordance with our then-current data retention schedule. You may request deletion of your information at any time as described in Section 8.

8. Your Privacy Rights and Choices. We are committed to transparency and providing you with meaningful choices regarding your personal information. Depending on your state of residence, in addition to the below, you may also have the right to: (1) opt out of the sale or sharing of your personal information; (2) opt out of targeted advertising; (3) limit the use of sensitive personal information; and (4) appeal our decision regarding your privacy request.

   • Cookie Preferences. Most browsers accept cookies by default. You may adjust your browser settings to disable or limit cookies. Please review our Cookie Policy for further details.

   • Email Marketing. You may unsubscribe from promotional emails at any time by clicking the “UNSUBSCRIBE” link in any marketing email or contacting us as provided below.

   • Postal Mail. You may opt out of promotional mailings by contacting us as provided below.

   • Account Information. You may manage your user profile, including controlling the visibility of information such as wish lists, through your account settings.

   • Access, Correction and Deletion. You may request access to, correction of, or deletion of your personal information by contacting our privacy team as provided below. We will verify your identity before processing your request. We may deny or limit certain requests as permitted by applicable law, including where we are unable to verify your identity or where an exception applies.

Contact Us. For privacy-related inquiries, please contact us by:

• Phone: 701-670-8388

• Email: [email protected]

• Mail: SCHEELS.com – Privacy, 1715 Gold Drive, Fargo, ND 58103 (include your name, mailing address, phone number, and/or email address)

9. California Privacy Rights. If you are a California resident, please see our California Privacy Notice for additional information about your rights under California law, including your rights to know, access, delete, correct, and opt out of the sale or sharing of personal information. The California Privacy Notice supplements this Policy and applies solely to California residents.

10. International Users - GDPR. For customers located in the European Union or European Economic Area, we process personal data in compliance with the General Data Protection Regulation (GDPR). Personal data subject to GDPR protection includes information that identifies or could identify an individual, such as name, address, email, IP address and cookie identifiers. Data rendered truly anonymous and irreversible is not treated as personal data under GDPR. For inquiries regarding your GDPR rights, please contact us at [email protected].

11. Children’s Privacy. Our Services are intended for a general audience and are not directed to children under the age of 13. We do not knowingly collect or share personal information from children under 13 or use such information for targeted advertising without verifiable parental consent, in accordance with the Children’s Online Privacy Protection Act (COPPA). If you believe your child has submitted personal information to us without your consent, please contact us immediately at [email protected] or 701-670-8388.

12. Updates to This Policy. We may update this Policy from time to time to reflect changes in our practices, legal requirements or the Services we offer. When we make material changes, we will post the updated Policy on our website and, where appropriate, notify you by email. We encourage you to review this Policy periodically. Your continued use of the Services following the posting of changes constitutes your acceptance of the revised Policy.

13. SCHEELS Visa. Applications for the SCHEELS Visa credit card are approved or denied solely by our banking partner. Sensitive account information, including balance, payment history and credit limit, is managed exclusively through our secure banking partner and is not accessible to SCHEELS stores or SCHEELS.com.