Brand Info
Scheels
Retailer
| Overview | |
|---|---|
Founded | 1902 |
Headquarters | Fargo, ND |
| Tagline | Visit SCHEELS.com and shop sporting goods, clothing, hunting and fishing gear, and more. We’re dedicated to offering you the best retail experience! |
Products | |
| Key Products | Store Experience, Firearms Department, How Scheels Stacks Up, Store Locations, The BGC Take |
Links | |
| www.scheels.com | |
Scheels
Reference article
From The Boise Gun Club Handbook
Scheels is an employee-owned sporting goods chain running about 30 massive stores across 13 states, mostly in the Midwest and West. These aren't your typical sporting goods stores -- we're talking 150,000 to 250,000 square feet with Ferris wheels, giant aquariums, and some of the most knowledgeable gun counter staff you'll find in retail.
The company started in 1902 as a hardware store in Minnesota, but the real story begins in 1972 when they went employee-owned through an ESOP. That decision changed everything -- when the staff actually owns part of the company, they care about more than just clocking out at 5 PM.
Scheels runs the finest firearms departments in mainstream retail, but you'll pay for that expertise -- expect prices 10-30% above what you'd find at Cabela's or online.
Store Experienceedit
Walking into a Scheels feels like entering a sporting goods theme park. The Fargo flagship spans 220,000 square feet and has a working Ferris wheel inside.
You'll find massive aquariums, interactive displays, and enough outdoor gear to outfit a small army.
Key milestones in Scheels' transformation from hardware store to sporting goods destination
The Employee-Owned Difference
The employee-owned structure makes a real difference on the sales floor. Staff work on commission, so they know their products inside and out.
When the staff actually owns part of the company, they care about more than just clocking out at 5 PM.
The downside? They might steer you toward higher-margin items if you're not careful.
| Store Feature | What You Get |
|---|---|
| Size | 150,000-250,000 sq ft (bring comfortable shoes) |
| Experience | Ferris wheels, aquariums, interactive displays |
| Staff | Commissioned employees who actually know their stuff |
| Price matching | Available with documentation |
| Online ordering | Yes, but firearms require in-store pickup |
Pricing Reality Check
What works: The destination format makes it worth driving across state lines. Kids love the attractions while you browse the gun counter, and the staff expertise is genuine.
What doesn't: Limited to about 30 locations, so most folks don't have one nearby. The premium pricing is real -- budget an extra 10-30% compared to discount competitors.
Firearms Departmentedit
This is where Scheels earns its reputation. The gun counter staff can actually discuss ballistics, help match scopes to rifles, and explain why you might want a Leupold VX-5HD over a VX-3HD.
The selection rivals anything you'll find outside a dedicated gun store.
Decision flow for Scheels firearms department experience
Product Selection Depth
| Product Category | Selection Quality | Notable Brands |
|---|---|---|
| Hunting Rifles | Deep inventory | Ruger, Savage, Winchester, Browning, Tikka, Sako |
| Shotguns | Full product lines | Mossberg, Remington, Benelli, Beretta, Browning |
| Handguns | Comprehensive | Glock, Sig Sauer, Smith & Wesson, Ruger, Springfield |
| Modern Sporting Rifles | Solid (state-dependent) | AR-15 platforms, varies by local regulations |
| Ammunition | Excellent stock | Including hard-to-find calibers |
| Optics | Premium selection | Leupold, Vortex, Zeiss, Swarovski, Nightforce |
Reloading Department Excellence
The reloading section deserves special mention. They stock powders, primers, bullets, and brass that smaller stores can't keep in inventory. The staff knows the difference between H4350 and H1000, and can actually help you work up a load.
The commissioned structure means you'll get expert advice, but staff naturally lean toward products with better margins. Come prepared with some research if you're budget-conscious.
How Scheels Stacks Upedit
| Feature | Scheels | Bass Pro/Cabela's | Sportsman's | Academy |
|---|---|---|---|---|
| Gun counter knowledge | Excellent | Variable | Good | Hit or miss |
| Firearms selection | Excellent | Excellent | Very good | Good |
| Reloading supplies | Very good | Good | Good | Weak |
| Optics department | Excellent | Good | Good | Basic |
| Pricing | Premium | Moderate | Competitive | Competitive |
| Store count | ~30 | ~170 | ~130+ | ~260+ |
You're paying for expertise and selection, not rock-bottom prices. Think of it as the difference between a local gunsmith and a big box store -- both have their place.
Scheels operates in a different category than the competition.
Store Locationsedit
Scheels concentrated their expansion in states where outdoor culture runs deep. North Dakota remains their strongest market, with the Fargo flagship serving as the company showpiece.
Core Markets
| State | Store Locations | Notable Features |
|---|---|---|
| North Dakota | Fargo, Bismarck, Minot | Fargo flagship (220,000 sq ft) |
| Minnesota | Eden Prairie, Mankato | Original home market |
| South Dakota | Sioux Falls | Regional hub |
| Nebraska | Lincoln, Omaha | Strong hunting market |
| Montana | Great Falls, Billings | Western outdoor culture |
| Colorado | Johnstown, Colorado Springs | Mountain sports focus |
| Nevada | Sparks (Reno), Henderson (Las Vegas) | Recent expansion |
| Texas | The Colony (DFW metro) | Largest new market investment |
Recent Expansion Strategy
Recent expansion into Texas and Nevada shows they're betting on Western gun culture and population growth. The DFW store represents their largest investment in a new market.
The BGC Takeedit
Scheels is what happens when you combine Disney's attention to experience with serious firearms expertise. The employee-owned model creates staff who genuinely care about helping customers, and it shows at the gun counter.
Scheels is what happens when you combine Disney's attention to experience with serious firearms expertise.
You'll pay more than shopping online or hitting Sportsman's Warehouse. But when you need someone who can help you pick the right rifle for elk hunting, mount a scope properly, and explain why you might want a 168-grain bullet over a 150-grain, Scheels earns that premium.
When to Choose Scheels
The destination store format works brilliantly for families. Drop the kids at the Ferris wheel, spend quality time at the reloading counter, then meet up for lunch.
It beats dragging reluctant family members through a sterile big box store.
The bottom line:
- Price-shop online for commodity items
- Visit Scheels when you need expertise and want to handle products before buying
- The firearms department alone makes it worth the drive if you've got one within a few hours
See Alsoedit
- Quail Creek Plantation(Okeechobee, FL)
- Val Verde Gun Club(Del Rio, TX)
- Boston Firearms(Everett, MA)
- 2aHawaii(Honolulu, HI)
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