Scheels

admin

Heritage & History

Scheels is an employee-owned sporting goods retailer operating approximately 30 destination-format stores across 13 states, primarily in the Midwest and West. Founded in 1902 in Sabin, Minnesota, and employee-owned (ESOP) since 1972, Scheels stores feature 150,000-250,000 sq ft footprints with Ferris wheels, aquariums, and full firearms departments.

:::callout
Scheels is the Disney World of gun stores. A 220,000-square-foot store with a Ferris wheel, a 16,000-gallon aquarium, and one of the best firearms departments in retail. The employee-ownership model means staff actually care about their commissions and product knowledge — for better and worse. You'll get genuine expertise at the gun counter, but you'll also pay Scheels prices, which run 10-30% above Cabela's or online retailers.
:::

Key milestones:

1902 — Frederick A. Scheel opens a hardware store in Sabin, Minnesota
1972 — Becomes employee-owned (ESOP) — a defining moment
1980s-90s — Develops destination store concept; massive format stores
2000s-20s — Expands to NV, CO, TX, UT; stores exceeding 200,000 sq ft
Present — ~30 stores; 13 states; employee-owned; destination sporting goods

Shopping Guide

Aspect	What to Expect
Store size	150,000-250,000 sq ft (massive)
Format	Destination shopping — Ferris wheel, aquariums, interactive displays
Pricing	Premium — 10-30% above discount competitors
Price matching	Available (with documentation of lower price)
Sales staff	Commissioned — knowledgeable but can be pushy
Firearms dept	Excellent — deep selection, dedicated staff
Online ordering	Available; firearms require in-store completion

What Scheels does well:

Best firearms department in mainstream retail (selection + expertise)
Employee-owned = staff investment in customer experience
Destination stores make shopping an event (bring the family)
Deep reloading supplies section (Hodgdon, Nosler, Sierra, RCBS)
Excellent optics department (Leupold, Vortex, Swarovski)
Comprehensive outdoor gear beyond firearms

What Scheels could improve:

Premium pricing is real — 10-30% above competitors on many items
Commission-driven staff can steer toward higher-margin products
Only ~30 locations (limited geographic reach)
In-store experience quality varies by location and employee
Online inventory doesn't always match in-store availability

Firearms Department

Category	Selection	Notes
Hunting rifles	Excellent	Ruger, Savage, Winchester, Browning, Tikka, Sako
Shotguns	Excellent	Mossberg, Remington, Benelli, Beretta, Browning
Handguns	Excellent	Glock, Sig Sauer, S&W, Ruger, Springfield
Modern sporting rifles	Very good	Wide AR-15 selection; varies by state
Ammunition	Excellent	Deep stock including hard-to-find calibers
Reloading	Very good	Powder, primers, bullets, brass, presses
Optics	Excellent	Leupold, Vortex, Zeiss, Swarovski, Nightforce
Accessories	Excellent	Cases, safes, cleaning, mounts, holsters

:::callout
Scheels' firearms department is what Bass Pro should be. Knowledgeable commissioned staff who can talk ballistics, help you match a scope to your rifle, and actually know the difference between a Leupold VX-3HD and a VX-5HD. The reloading section is better than most dedicated reloading stores. The trade-off: you'll pay for this expertise. But if you value advice and selection over rock-bottom pricing, Scheels' gun counter is the best in mainstream retail.
:::

Scheels vs. sporting goods competitors:

Feature	Scheels	Bass Pro/Cabela's	Sportsman's Warehouse	Academy Sports
Firearms selection	Excellent	Excellent	Very good	Good
Staff knowledge	Excellent (commissioned)	Good to variable	Good	Variable
Pricing	Premium	Moderate	Competitive	Competitive
Reloading supplies	Very good	Good	Good	Limited
Optics department	Excellent	Good	Good	Basic
Store experience	Destination (Ferris wheel!)	Destination (museum-style)	Standard retail	Standard retail
Locations	~30 (Midwest/West)	~170 (national)	~130+ (West/South)	~260+ (South/Midwest)
Ownership	Employee-owned	Bass Pro (private)	Public (SPWH)	Public (ASO)

Store Locations

State	Key Locations	Notes
North Dakota	Fargo (220,000 sq ft flagship), Bismarck, Minot	Company heartland; strongest market
Minnesota	Eden Prairie, Mankato	Twin Cities metro access
South Dakota	Sioux Falls	Strong outdoor culture
Nebraska	Lincoln, Omaha	Major Midwest markets
Iowa	Des Moines	Expanding Midwest footprint
Montana	Great Falls, Billings	Western outdoor market
Colorado	Johnstown, Colorado Springs	Mountain West expansion
Nevada	Sparks, Henderson	Reno and Las Vegas markets
Kansas	Overland Park	KC metro area
Utah	Sandy	Intermountain West
Wisconsin	Appleton	Upper Midwest expansion
Texas	The Colony (DFW)	Largest new market investment

:::callout
Bottom line: Scheels is the best sporting goods retailer for firearms enthusiasts who value expertise and selection over price. The employee-owned model creates genuinely knowledgeable staff, the firearms and reloading departments are among the best in retail, and the destination store format makes it worth the drive. You'll pay a premium — Scheels prices are consistently above Cabela's and Sportsman's Warehouse. But if you're buying a $1,500 rifle and want someone who can actually help you pick the right scope and mount it correctly, Scheels earns that premium. Price-shop online, then go to Scheels when you need expertise.
:::

References

Scheels official site: scheels.com
Scheels ESOP history and corporate information
Customer reviews across sporting goods communities
Store locator and department information
Sporting goods retail industry comparisons

Read the original article in The Handbook | By Boise Gun Club Editorial Team

Join the Discussion

Have you shopped at a Scheels location for firearms or ammo, and if so, how'd their selection and pricing compare to your local shops or online options?

NodeBB