Welcome toAppleton SCHEELS

About Appleton SCHEELS

Appleton SCHEELS opened in 1994 at Fox River Mall as a 13,000-square-foot sporting goods store serving northeast Wisconsin. In 2003, the store expanded into its current 130,000-square-foot location—transforming into a top destination for outdoor gear, fashion, sports essentials, and in-store attractions for the entire family.

Store Features & Attractions

Today, Appleton SCHEELS offers more than just shopping—it’s an experience for the whole family. Some of our most popular in-store attractions include:

• A classic shooting gallery game

• Ginna’s coffee bar and fudge for a sweet treat

Expert Services & Specialty Shops

Whether you’re preparing for your next hunt, game, or outdoor adventure, our Experts are trained to help you find the right gear. Inside our specialty shops, you’ll find top brands like Nike, Garmin, HOKA, and more—plus exclusive SCHEELS Outfitters gear you won’t find anywhere else.

We also offer a variety of services to keep your gear performing season after season, including:

• Bike repairs and tune-ups

• Skate sharpening

• Golf fittings

Community Involvement

As an employee-owned company, Appleton SCHEELS is dedicated to making the community stronger. Through volunteering, hosting in-store events, and partnering with local organizations, we proudly give back to the Appleton area.

Visit your Appleton SCHEELS for world-class shopping, unique attractions, and Expert service—so you’re ready for every season, whether you're cheering on the Badgers, tailgating for the Packers, or heading outdoors in Wisconsin’s beautiful backcountry.