We’re going somewhere fun.

Where are we going? Outdoors! Which means we’re always going somewhere fun.

We’re also going social, to keep you in the know. Follow us on Instagram, Facebook, Twitter and Snapchat. Our accounts show what we’re up to, fun things happening locally and important news from the Outdoor Industry.
Freeskier Magazine named Shepherd & Schaller one of the Top Shops in the USA, Winter 2018

Even though we’re respected nationally, Shepherd & Schaller is all about the local community. We host annual fundraisers for local ski teams, and a New Gear Demo each March at Wisconsin’s premier ski destination, Granite Peak.  We’re Directors on local and national ski industry boards and have been active in downtown Wausau redevelopment since 1949. Lending to the creation of the Wausau Main Street River District is one of our proudest accomplishments

Dungeon Sale: Wausau’s largest used & new ski and snowboard gear resource happens in our basement each October.

Shepherd and Schaller is a one-of-a-kind place to shop.  We have three fully merchandised floors, including our famous basement DUNGEON used ski sale and upstairs SALE LOFT where you’ll find off-season clearance-price clothing and shoes.

Robb, our hands-on leader since 1986 and good friend Steve Poulin, President and CEO of Swix Sport USA

The CEOs of the most respected manufacturers in sport are our personal friends. These relationships help us to know the ins and outs of the outdoor industry like no one else you might shop with. Relationships matter.

Last, we’re going wherever Wausau needs us.

Lately that means an expanded web store, adjusted store hours, new brands, new categories, event sponsorships. With integrity and commitment to community, we’ll do it for as many years as folks appreciate shopping local. Cheers to 70 years and more to come!

75 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. We’ve grown by a few thousand square feet (with the addition of the neighboring building) and refined our 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.


Natural, Organic Fragrance = Perfect for the Outdoor Lady In Your Life

Skylar is a brand of natural perfumes that you can feel great about spritzing. The name Skylar was inspired by the qualities of a clear day – airy, natural, and beautiful. But perfume, in an Outdoor Store? To that we say, yes!

  • Clean modern scents that are unique, light, and never overpowering.
  • Natural ingredients, free of paragons and toxic chemicals.
  • Hypoallergenic, skin-safe and non-irritating.
  • Cruelty-free. Vegan and never tested on animals.

These are commitments that are in line with what we support here at Shepherd & Schaller, with our selection of organic fabric garments, recycled and fair trade items and love of the environment. Fragrance is an awesome gift or treat to yourself, and the perfect complement to an active lifestyle.

The cherry-on-top is the ability to layer Skylar scents. Begin by taking their quiz here to see which fragrance will suit you best.

Skylar cares about your health AND the health of our environment and animal friends. They make ingredient and packaging choices that keep the Earth (and our friendly animals) in mind. Dual-purpose packaging, renewable resources, recyclable packing materials – Mother Earth is pleased.Additionally, they do all manufacturing here in the U.S. and are proud to partner with ethical and eco-friendly suppliers.


When you care about the Outdoors, it’s part of your Indoors too. Luumi can help.

The outdoor lifestyle is more than a trend at Shepherd & Schaller, where recycling and repurposing is in our soul. Maybe you’ve visited our home in an 1800s building, seen our cozy sales floor decorated with historic artifacts and sporting gear, a current trend yet a style we’ve always embraced. Waste not, want not!

The “trend” toward a conscious effort to choose products that respect the earth and all of us living here, while simplifying your home and outdoor lifestyle is one we really get behind. So, alongside the organic and recycled fabrics and transparent supply chains and certified Faire Trade things in our clothing department, check out these for your home and lifestyle when you visit us in downtown Wausau:

Luumi Silicone Storage – Yes!

Silicone is made from sand, not plastic. And LUUMI products are made with 100% platinum silicone – the cleanest form there is. Your body will thank you. The planet will thank you.

Perfect for almost any kind of food. It’s dishwasher, freezer, microwave and oven safe. It even makes a great sous-vide cooking utensil, where you immerse food in warm water. Luumi silicone is found in green-conscious homes everywhere. Come check out the straws, bags, bowls and lids we stock.

100% platinum silicone lets you leave the bad out and keep the good in.

Bye, Bye Winter 2019!

Winter Blow Out Sale is going on NOW in our downtown Wausau Store!

  • up to 70% off winter jackets and pants for the whole family
  • up to 50% off boots, shoes, mittens and gloves
  • at least 30% off sportswear you’ll be excited to wear today and next year.
  • 25% off remaining goggles and helmets
  • 50% off retail price all remaining downhill skis, boots, bindings, poles
  • 40% off retail price all remaining snowboards, boots and bindings
  • 40% off retail price all remaining XC skis, bindings, Poles, and Boots
  • These discounts are in our downtown Wausau, WI store or by phone at 715-845-5432. Some key items are also available at these low prices on our website: shepssports.com

It’s never too early to plan ahead for next ski season. Pay half and use the savings for an extra ski trip or two!

Growing kids? Tired of wearing the same winter jacket every day for six long months? Why not check out our end-of-season prices on outerwear for the family? Really, why not?

Ski Tuning and Repairs are rolling through our ski shop alongside our busy-as-always bike repair shop. Because the gear you love to use needs TLC.

Are you just saying No to winter? Leaving on a jet plane? Spring clothes and sandals are ready and waiting for your beach vacation. Kayaks, wakeboards, paddle boards and camping gear are in and ready for your awesome summer plans. And you can shop sale price bikes right now too!

It’s all good weather to us, as we celebrate our 70th Anniversary at Wausau’s Outdoor Store.

324 Scott Street, Downtown Wausau. 715-845-5432 ShepsSports.com