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.

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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.
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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

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

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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.
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Scheels vs. sporting goods competitors:

Store Locations

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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.
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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?