Business Details
About
Sporting Goods StoreGolf Equipment ShopShoe StoreClothing StoreSportswear StoreSunglasses StoreExercise Equipment StoreFishing Store
SCHEELS is an employee-owned company dedicated to providing the best retail experience in the eyes of our customers. Discover your passions across 85+ categories including hunting, fishing, camping, golfing, biking, men’s and women’s fashion, team sports, and more. We carry world-class brands like Nike, Under Armour, YETI, Traeger and more, while backing each product with our SCHEELS guarantee.
Location
Hours
Reviews
4.4
2,167 reviews
5 stars
1,484
4 stars
383
3 stars
112
2 stars
40
1 star
148
What are people saying?
AI-generated from recent customer reviews
Customer Service
Many customers praised the staff for being friendly, knowledgeable, and helpful, with specific mentions of employees going above and beyond.
Product Selection
The store offers a wide variety of sporting goods and outdoor gear, with many customers appreciating the extensive selection.
Online Ordering Issues
Several customers reported frustrations with online orders, including items being out of stock despite being listed as available.
Store Experience
Customers generally enjoyed the shopping experience, noting the store's cleanliness and organization, although some mentioned it could be busy.
Pricing Concerns
While many found the quality of products high, some customers felt prices were on the higher side.
- TPToga Party2 days ago5.0I had a fabulous time! My husband and I visited the Guns and Ammunition department. ERIC KAEGI was wonderful to speak with. He was very informative and made us feel comfortable with any questions we had. We look forward to our future purchase with him! Thank you for the great experience!
- DWDave Wiese2 days ago4.0Decent selection on most items. The firearms department is hit or miss (no pun intended). This last visit we had to beg for help. Still infinitely better than Cabela's though.
- ALAndrew Loewen6 days ago5.0My experience today at the Appleton Scheels could not have been better. Brought in a shotgun purchased there a year ago that was having issues for the second time around and Scheels stepped up and took the gun back and gave me a new one. My sales rep Rick Starosta was knowledgeable and attentive to my issue. Also got me set up with new scope covers for two guns while I was there. You would think this would be the norm at any store but not so. Appleton Scheels has always on my visits been an A+ for service and knowledge. Thanks Rick for your help today.
- CWChristine WeihingNov 17, 20254.0Stopped in to buy some 4# hand weights. Easy to find, large selection of hand weights. The store was very crowded so a little hard to maneuver through some of the aisles. Areas could be marked better. Prices were competitive to what I had found elsewhere. All in all tho a good shopping experience.
- CMCowCountryVintageSewing MachinesAndRestorationNov 14, 20255.0Hands down the best sporting goods store in the world. When my dad passed away, they treated us with the utmost respect as they evaluated his gun collection and offered a very fair price. I Point back to their company's Christian values and roots for the way they operate, and sure wish other businesses would follow their lead. They have earned my respect, and I hope you'll give them your business
Frequently Asked Questions About Scheels
How many SCHEELS stores are there?
SCHEELS has 34 locations across 16 states and is scheduled to open one more store in 2026 in Cedar Park, Texas.
What brands does SCHEELS carry?
With a team of experts focused on helping you follow your passion, you’ll discover high-quality sports apparel brands for men, women, and youth such as Nike, adidas, Under Armour, The North Face, and many more. Also, you’ll find several shops that feature SCHEELS Outfitters exclusive products, including camping equipment, hunting clothing, and much more.
Is SCHEELS privately owned?
SCHEELS is an employee-owned, privately held business that owes its consistent success to its empowered associates, leaders, and partners who make decisions for their store and the entire company.
Does SCHEELS offer donations and sponsorships?
SCHEELS allocates donations and sponsorships on a store-by-store basis. Contact your local SCHEELS and request to speak with the manager in charge of donations.
Does SCHEELS price match?
SCHEELS will price match other competitors.
Who is SCHEELS owned by?
The company is owned by store managers, employees, and the Scheel family and is led by Steve Scheel, great-grandson of the founder.
Who is the CEO of SCHEELS?
Matt Hanson is currently the CEO at SCHEELS.
How many SCHEELS stores are there in the U.S.?
SCHEELS has 34 locations across 16 states, with an additional store planned to open in 2026 in Cedar Park, Texas.
What popular brands does SCHEELS carry?
SCHEELS carries high-quality sports apparel and equipment from brands such as Nike, adidas, Under Armour, The North Face, YETI, Traeger, and many more exclusive products through SCHEELS Outfitters.
Is SCHEELS a privately owned company?
Yes, SCHEELS is an employee-owned, privately held business owned by store managers, employees, and the Scheel family, led by Steve Scheel and CEO Matt Hanson.
What are the opening hours of the SCHEELS Appleton store?
The SCHEELS Appleton store is open Monday to Friday from 9:30 AM to 9:00 PM, Saturdays from 9:30 AM to 8:00 PM, and Sundays from 10:00 AM to 6:00 PM, with specific holiday hours varying.
Does SCHEELS offer price matching?
Yes, SCHEELS will price match competitors to offer competitive pricing to customers.
Where is the SCHEELS store located in Appleton, WI?
SCHEELS Appleton is located at 4301 W. Wisconsin Ave, STE 015, Appleton, WI 54913.
Which nearby beauty and spa options are available near SCHEELS Appleton?
Near SCHEELS Appleton, you can visit Charlotte Tilbury, Sephora, Elite Nails Of Appleton, Elite Nails, and Relaxation Center for various beauty and spa services.
What dining options are close to SCHEELS Appleton for a meal before or after shopping?
Nearby dining options include Burger King, Subway, Gloria Jean’s Coffees, Rocky Rococo Pizza and Pasta, and The Cozzy Express, great for grabbing a quick bite or coffee.
Can customers find other clothing and accessory stores near SCHEELS Appleton?
Yes, nearby stores such as Windsor Fashions, GARAGE, Banana Republic, Icing, Pandora, Journeys, and Envy fits and fashion offer additional clothing and accessories.
What types of products and services can I find at SCHEELS Appleton?
SCHEELS Appleton offers a wide range of products including sporting goods, clothing, shoes, golfing, fishing, hunting, bikes, camping, and also services like a cafe, golf shop, shoe store, bicycle store, and exercise equipment store.