74 Years!

1949 seems like yesterday. Upon arriving home from Europe after WWII, Lt. Col. Allen Shepherd 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 hangs above our front counter. Seen it?

Shepherd & Schaller 212 Scott Street, Wausau, WI. 1949

Shepherd & Schaller Sporting Goods’ first store was only a few hundred square feet but it was big enough to stock what folks wanted for hunting, fishing, camping, skiing, diving, bowling and athletics.  By 1955 a larger space was needed so they moved up the block to #324 . Shep’s become a destination and part of the heartbeat of Downtown Wausau. We still are.

A big crowd! 1961

Shep made a 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, among others.

Jump ahead 74 years. Shep’s has grown by a few thousand square feet (with the addition of the neighboring building), refining our Outdoor Specialty product mix. Repairs and get full-time, expert attention, and an e-commerce site mean’s Shep’s sells nationwide. Stocking premium brands with intentional support of organic and recycled materials, our partnerships are important. We’re still family owned and operated but its our team of enthusiastic experts, who play as hard as they work, you’ll appreciate when you visit.

Dkota Grizzly: Midwest Maker of rustic yet refiined men’s sportswear

Our building is 125-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 shop, featuring artifacts and furnishings from our long history and we stay ahead of trends.  Our unique history sets us apart.

Owner, Robb Shepherd, has been at the helm since 1986.  He added a second location in Wisconsin Rapids in the 1990s, is known and respected by ski and snowboard manufacturers industry-wide and often serves as 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.

It’s been personal to us since 1949. We hope you’ll visit soon.

We’re on Facebook and Instagram Please look for us there @shepssports.