History | Outdoors Starts In Here

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.

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.

#TBT – Shep’s Throw Back Thursday

This Thursday (June 4), Downtown Wausau’s River District is up to something special. You can read more details on the event’s Facebook page here, but I’ll sum it up using their own words: Merchandise, Music, and More! Come check out all that Downtown Wausau has to offer with added specials like one-night-only discounts, live musicians throughout the District, and extra entertainment and activities from 5 to 8pm. You’ll want to bring your family and friends as this summer-long event takes flight THIS WEEK! (This is an ongoing event happening in our Downtown. Mark your calendars for the First Thursday of June through October and join us from 5-8pm for special themes and lots of fun.)

In honor of June’s theme “Throw Back Thursday”, we’re throwing it back to the early years of Shepherd & Schaller. Not all businesses can pull out newspaper ads from six decades and re-live the old memories of time past, but Shep’s can. Believe us when we say we’ve been doing this a long time. 🙂 Take a peek below and notice how much Shep’s has evolved over the years. Changing and growing our store to meet our customer’s needs and wants is one of our favorite things to do.

So, #tbt:

Wausau’s Sporting Goods Store

Allen Shepherd and Stan Schaller opened their sporting goods store in downtown Wausau in 1949. The store is still family owned and operated. Here’s a little walk down memory lane.