Scheels Sports

  • Sporting Goods
4301 W. Wisconsin Avenue
Appleton, WI 54913-8605
(920) 830-2977
(920) 830-0060 (fax)
  • About

    SCHEELS' first All Sports Superstore opened in Grand Forks, ND in 1989. SCHEELS' Reno/Sparks, Nevada location opened in 2008 and is the World's Largest All Sports Store. Today, SCHEELS is a 26-store operation with stores in 11 states including North Dakota, Illinois, Iowa, Minnesota, South Dakota, Montana, Wisconsin, Nebraska, Nevada, Utah, and Kansas. Providing SCHEELS' customers with first-class customer service and the world's largest selection of sports, sportswear and footwear are the priorities throughout the organization.

    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.

    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, Patagonia, and The North Face will keep you active in any season. Each shop is staffed with experts who are focused on their passions.

    Premier Members

    WE Energies
    Miller Electric
    Thrivent Financial
    BMO Harris
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