Where We Came From

1949. Lt. Col. Allen Shepherd completed his duties at Madison’s Truax field upon arriving home from Europe after WWII, then found himself assigned to Wausau, WI where he was happy to settle near Stanley Schaller, also a Vet and brother-in-law too. With expertise and an itch for outdoor recreation, the two set up shop downtown. An awesome photo of our founders is hanging above our front counter. Have you seen it?

Shepherd & Schaller Sporting Goods, 212 Scott Street, Wausau, WI. 1949. Founded by Allen Shepherd and Stan Schaller.

Shepherd & Schaller Sporting Goods’ first store was only a few hundred square feet but it was big enough to stock what folks in the area wanted for hunting, fishing, camping, skiing, diving, bowling and athletics.  A new location up the block a few years later let them expand their offering as customer expectations grew. They had grown to become a destination and part of the heartbeat of Downtown Wausau at 324 Scott Street.

A big crowd! 1961

Shep’s (as the locals know us) has always been about relationships. Al and Stan knew their customers by name. They rolled up their sleeves and served the community and the industry. In no time at all, they were making their mark on the local, regional and national landscape, leading the local Rotary Club, chairing the Wisconsin Merchants Federation, and directing the National Sporting Goods Association, to name a few.

Shop from home at ShepsSports.com

Jump ahead 70 years. Shep’s has grown by a few thousand square feet (with the addition of the neighboring building) refined our product mix to Outdoor Specialty. Repairs and rentals get full-time, expert attention, and an e-commerce site mean’s Shep’s sells nationwide. We’re still family owned and operated but as always our team is built of enthusiastic experts who play as hard as they work. We still support local teams and organizations with funds, time and talent.

Our building is 120-years-old and was once home to the first JC Penney store east of the Mississippi.  Some say it’s haunted (you can Google it).   Our sales floor will remind you of a mountain ski shop. It features artifacts and furnishings from our long history – everything gets re-used.  We modify our merchandise mix every season to stay ahead of trends.  But what makes us truly unique is our 70-year history, which provides unparalleled insight into Wausau area culture, customer tastes and needs. 

Our owner, Robb Shepherd, has been at the helm since 1986.  He grew our footprint with a second location in Wisconsin Rapids in the 1990s. He’s known and respected by ski and snowboard manufacturers industry-wide and often serves as a consultant to Nations Best Sports in behalf of other small shops trying to complete with big box stores.  As for the sports categories we’ve presented over the years? He walks the walk.

Our 10 full-time employees collectively have 120 years of retail experience to help customers have the best time possible on snow, trails, or wherever the outdoors takes them.  Even if it is old fashioned, it’s been personal to us since 1949.

As we prepare our for our 70th Anniversary Celebration in 2019, where we’re going from here will continue to evolve, but our history will always flavor your experience shopping at Shep’s .

We’re on FacebookTwitterInstagramPinterest. Please look for us there @shepssports.


TREES IN WINTER

One of the most beautiful sights in winter is trees with freshly fallen snow. The Pine. The Spruce. The Maple. The Birch. All decorated with the intricacies of the snowflake. The silence echoes the beauty of nature’s call to us.

Our forests have been an integral part of Wisconsin history reminding us that time passes around us as quickly as the winter wind. Sometimes we forget how lucky we are in Central Wisconsin to enjoy the many types of trees that we have. We take for granted what trees have done for our lives – from logging to conservancy, from building to planting. Trees continue to reign over our lives.

When we travel through the winter forests, we are passing not just through the trees but through a wonderland of beauty and communities – from the trees themselves to the animals they shelter. Skiing or snowboarding through the trees provides an opportunity to enjoy their majesty. Snowshoeing on a winter’s eve with a full moon is breath taking. Having the opportunity to enjoy such a playground is a blessing, one to enjoy and one to protect.

We here at Shepherd & Schaller salute the trees. We embrace the winter wonderland they provide. We encourage everyone to go out and smell the crisp air, listen to the song playing in their wind-blown branches, whisper back to them all of your secrets and wishes. They will guard your secrets well.

The forests beckon to us. They call our names. They are part of us. They are one of the many reasons we do what we do. We are here to encourage everyone to enjoy the outdoors and the trees as we do. We are here to assist in your journeys. We are here at Sheps to gear you up and send you on your journey. We are here because of the trees.

Here’s to the trees…

Dungeon Sale 2018: Used & New Ski and Snowboard Gear

October 24-28, 2018

  • Wed, Thur, Fri:  9am-8pm
  • Sat 9am-5pm
  • Sun 11am-5pm

Dungeon Sale is Wausau’s biggest sales event of ski season!  If you’re brave enough to head to the basement of our 110+ year-old building, you’ll find crazy low prices on used and new ski and snowboard equipment for the entire family.

Shep’s accepts used gear through October 10 for consignment sale.  We help price it unless you know exactly what you want out of it, and keep only 10% consignment fee (when swaps keep 20%).  After your used items sell, you’ve got ‘Shep’s Bucks’ store credit to use toward the purchase of any of our products or services.

We set the used gear up alongside our own inventory of new gear (left over from last season) and make it easy by installing ski and snowboard bindings so you only have one price to consider.

Kids gear goes fast, so most years there is a line at the door before our Wednesday morning opening at 9:00am.  Have no fear, there is usually enough selection to satisfy shoppers all through the five-day event.  The basement is stocked with Alpine Ski, X-C Ski and Snowboard equipment.

You’ll want to shop upstairs too, where the latest 2018-19 gear is also on sale along with the season’s best outerwear, sportswear and accessories like helmets, goggles, wax, tuning supplies and more.  You can even combine the great used gear you find in the Dungeon with new equipment from upstairs at Shep’s low “package price.”  All clothing and accessories are at least 20% off during Dungeon Sale and we’ve got lots of other great specials going on.

To top it off we have crazy deals on shop work, like binding adjustments or re-mounts on dungeon gear for only $15, a full ski tune-up for only $34.99 (reg $55), and register to win a Free Granite Peak season pass which you can register for while you shop.

Once the Dungeon Sale is officially over, you are still free to shop the basement. (There’s just less to choose from!)

Oh yeah… don’t be alarmed when you leave the shop after the sale and run into a crowd on the sidewalk.  Shep’s is on the Paranormal Society’s Ghost Tour each year during Halloween Weekend.  Our spirits rarely make an appearance during the event though, so you’re safe in the Dungeon.  Mwaa ha ha ha  ha…

Dungeon Sale 2018 is October 24-28.  The sale is 9am-8pm Wed-Fri, 9am-5pm Saturday and 11am-5pm Sunday.  Dungeon Sale Rules

Suck up your courage, dig up the family and check our our frighteningly fun sale.  

 

 

 

The Ultimate Cheat Sheet on Winter

I love winter!

It’s a statement that I proudly declare every year as it begins to get cold.

But I’ve been straight up lying to myself!

I don’t love the dark mornings and even darker nights. Or trying to muster up the mental strength to get out of my car or even walk the dog!

But I do love the things associated with this chilly season… hot chocolate, movie nights, cozy blankets, and of course winter fashion!

So let’s get right to it, how the pros stay warm during the winter months (and how you should too).

An effective layering system is the key to staying comfortable throughout these notoriously cold Wisconsin winters. Everyone feels the cold differently, for example, I’m a freeze baby and am cold even on 70 degree days but then I walk outside and see people in shorts when it’s a whopping 14 degrees outside! Luckily a basic layering system will work for everyone.

1) First things first.. a good base layer

A base layer is your first line of defense against the cold. Base layers are designed to regulate your body temperature and should be close fitting to trap a thin layer of warm air against your skin. A base layer will also ‘wick’ away perspiration from the skin to keep you dry. Why is being dry so important? Because dry = warm. When it comes to base layers, read the tags! You’re looking for something that says Merino wool or Polyester. STAY AWAY FROM COTTON! Cotton holds moisture, therefore, you’re cold and crabby. Merino wool is popular as it’s naturally warm and has antibacterial qualities. Goodbye B.O.! Despite what you may have thought of wool in the past, merino wool is not itchy! So don’t let that scare you away, you’ll stay warm, dry, and itch free. I promise! Merino is your answer if you’re a freeze baby like I am, going hunting, going to a Packer Game, or doing something where you’re not working up a sweat. Polyester isn’t the warmest base layer but it’s great if you’re planning on being more active because it adjusts to the wearer’s heat and humidity. Walking the dog? Cutting wood? Ice Skating? Throw on your polyester base layer.

2) Mid layers – aka my favorite layer!

Just because you want to stay warm, doesn’t mean you have to look sporty all the time. Dress your mid layer up or down as much as you want! An effective mid layer will provide great insulation by working hand in hand with your base layer to trap air between layers, resulting in enhanced warmth and comfort. Fleece is the ideal mid layer, as it is lightweight and highly breathable. Warmth without weight is important otherwise we feel super restricted and no one wants that. It’s all about comfort, right? You don’t have to go out and buy a special mid layer either. Do you have a wool sweater in your closet? Maybe a cute down vest? Just don’t put the cotton shirt underneath it!

3) Last but surely not least, the outer layer

The outer layer is just like the windows in your house. You may have the best heating system in the neighborhood but if you’re by a window you’ll still get that unwelcoming chill. So naturally, what do you do? Shut the window curtain, right? It’s that one extra layer that helps keep the cold outside, where it belongs! Just think of the curtains being like your jacket. You can have the best jacket and snow pant in the world but they won’t do anything if you aren’t properly layered underneath, just like closing the curtain won’t keep you warm if you don’t have the furnace on. The base and mid layers wick away moisture and trap body heat while the outer layer is your main defense against the brutal Wisconsin elements. This snowproof, waterproof, and windproof layer is a lifesaver during those below zero windchill days! If you’re a freeze baby like I am, look for an insulated jacket and snow pant. This gives you one more layer of extra warmth. If you’re more active or are that person that wears shorts all year round, think about getting a shell. They have a similar feel to a rain jacket so they don’t give you extra insulation but they do protect you from the outside elements.

4) Don’t forget to accessorize!

Listen to your mom! Cover your head, neck, and hands, it makes a world of a difference.

And there you have it, the 411 on how to survive the winter months that seem to last a lifetime in the midwest.

Click Here to shop some of our favorite layering pieces this season!

13 Gifts Under $30

Remember, it’s the little things that matter most during the holiday season.

Coworker treats, stocking stuffers, secret santa, a little something for your favorite barista at your coffee shop, and more. Don’t forget all the people on your list that can use a little pick-me-up this holiday season with these simple gifts that work for everyone.

 

Manzella Hybrid Ultra Touchtip Outdoor Gloves For Men

You can never go wrong with commuter gloves! Going outside to get the mail, start your car, take your dog on a walk, you name it, these are perfect! And the best part?! Save the hands from the bitter cold but still have all the functionality to use your phone, it’s a win-win!

 

Sale Price: $16.99

 

Gordini Fall Line Mitten For Women

Give the gift of warm hands this holiday season, she’ll love you for it!

Why this mitten? Well, you can’t beat the price. Also it’s waterproof, windproof, breathable, stick-grip fingers, wrap caps & thumb with digital grip! Need I say more?!

 

Sale Price: $26.99

 

 

Hats, Hats, and More Hats!!

You can NEVER have enough hats! I always said that I need one for every outfit, sometimes I want warm hats, sometimes I want dressy hats, big pom, no pom? I just always need more hats! And I know I’m not the only one, so when in doubt, grab a hat!

 

 

 

Sale Price: $9.99+

 

 

 

Terramar Ecolator Base Layers (Long Underwear)

Cold people are not happy people, so lets keep everyone happy and warm! These pieces are versatile enough to be worn as an outer or inner layer which makes these base layers the perfect top and bottom for any man, woman, or child.

 

 

 

 

 

 

 

 

 

 

 

Sale Price: $27.99

 

 

 

SE 3 Watt Headlamp

Runners, hunters, bikers, and nighttime lovers. This is the gift for them! It’s lightweight, adjustable, and it’s bright! 120 lumens to be exact. There will never be a dull moment again with this awesome stocking stuffer!

Sale Price: $4.50

 

Oakley E-Frame Goggle

We all know that one person. You know, the one that can never have enough snowboard or ski gear. Watch them jump for joy when they open this gift! Not only will they be the most stylish person on the hill but they’ll think of you every time they ride!

 

 

 

 

Sale Price: $29.99

 

 

Patagonia Tech Web Belt

There’s something about these belts that everyone loves. Maybe the awesome colors it comes in? Most likely the fact that it keeps everyone from seeing your underwear AND opens your beer bottles! WHAT?! Yes! You heard me, it opens your beer! So, if you were looking for any college kid, beer lover, tailgater, or just anyone in general, your search is over because this is your answer!

 

 

 

 

 

 

 

 

 

 

Sale Price: $29.99

 

 

 

 

Hydroflask 18oz. Standard Mouth Bottle

Once you go to an insulted water bottle, you never go back! Whether you’re out enjoying the warm sunny day on a boat ride, keeping your hot cocoa warm in the middle of winter, or trying not to spill all over yourself while doing some mountain biking, this is the perfect solution.

Sale Price: $29.99

 

Spacecraft Beer Can Glass

So these are just super cool!

Drink more of your favorite cold (or warm) beverages out of these custom Spacecraft glasses. Each glass features two engraved logos and holds 16oz of your favorite drink. Comes in a 4 pack limited edition box!

 

 

 

 

 

Sale Price: $19.99

 

 

Smartwool Socks

When in doubt, buy socks!

It’s time to relax with ample cushion, a soft Merino blend, a Virtually Seamless toe, and a decorative design to match any style. Your feet will stay happy all day, whether you’re playing cards, walking the lakeshore, or cozying up to the fireplace.

Sale Price: $20-$25

 

Outdoor Research Sensor Dry Pocket

Do you know someone who has a tendency to forget their phone in their pocket and jumps in the water with it? Maybe someone who does a lot of fishing, boating, hiking, camping, or vacationing? Help keep their gadgets safe and dry in the boat or on the trail. It protects touch-screen devices from the elements while still allowing for their use through its clear, waterproof, touch-sensitive window. The clear window wraps around to accommodate your devices’ camera lens.

 

 

 

 

Sale Price: $24

 

 

Dakine Micro Lock

We’re back to that person who can never have enough snowboard or ski gear! Are you ever on the hill and see someone carrying their gear with them everywhere they go? It’s probably because they are worried someone will take their awesome new skis or snowboard! Help them eliminate the worry and enjoy the atmosphere in peace with the Dakine Micro Lock.

Sale Price: $13

 

Patagonia Trucker Hat

Last but surely not least! The trucker hat we all know and love. Whether they’re out exploring or just going grocery shopping, this hat fixes any bad hair day!

 

 

 

 

 

 

 

 

 

Sale Price: $29

 

 

 

 

Happy Holidays from the Shep’s Crew!