SCHEELS is an American, employee-owned sporting goods and entertainment retailer known for its large, destination-style stores that offer a wide range of gear for sports, fishing, camping, and fitness, alongside attractions like aquariums and Ferris wheels. Founded in 1902, the company has expanded from its humble hardware store origins to become one of America's largest sporting goods retailers, providing both products and a unique shopping experience with gourmet food and specialty shops within its stores.