The 5 Secrets Behind Shepherd & Schaller Wausau’s Success: Why This Outdoor Shop Is The 2024 Business Of The Year
For over 75 years, Shepherd & Schaller Sporting Goods has been the undisputed hub for Wausau's outdoor enthusiasts, a true landmark in the heart of the Wausau River District. As of late December 2025, the store is not just thriving; it’s being celebrated, having recently been honored with the prestigious 2024 Business of the Year Award from the Wisconsin Main Street Program. This recognition solidifies its status as more than just a retail store—it’s a vital piece of the Central Wisconsin outdoor lifestyle.
From premium ski and snowboard gear to high-performance apparel and expert repair services, Shepherd & Schaller (affectionately known as "Shep's") has adapted to every trend in outdoor recreation while maintaining its core commitment to expert, personal service. Understanding the enduring appeal and recent accolades of this family-owned specialty store requires looking beyond the inventory and into the deep roots it has established in the community.
A Heritage of Adventure: The Shepherd & Schaller Story and Profile
The history of Shepherd & Schaller is a testament to the enduring spirit of local entrepreneurship and a passion for the great outdoors in Central Wisconsin. It is a story rooted in commitment to quality and exceptional customer service.
- Store Name: Shepherd & Schaller Sporting Goods, Inc.
- Nickname: Shep's
- Founding Year: 1949
- Founders: Allen Shepherd and Stan Schaller
- Current Status: Still family-owned and operated
- Location: Downtown Wausau, Wisconsin (Wausau River District)
- Focus: Outdoor Specialty Store (Skiing, Snowboarding, Biking, Paddle Sports, Hiking, Camping)
- Key Recognition: 2024 Business of the Year Award (Wisconsin Main Street Program)
- Co-Owner (Current Generation): Robb Shepherd
The store first opened its doors in September 1949 at 212 Scott Street, later moving to its current downtown Wausau location. This longevity is a rare feat in the modern retail landscape, speaking volumes about the quality of the products and the expertise of the staff. The founders, Allen Shepherd and Stan Schaller, established a legacy that continues to cater to generations of skiers, hikers, and bikers in the Marathon County area and beyond.
1. The Unmatched Expertise of the 'Back Shop' (Wintersteiger Certified Service)
One of the true differentiators for Shepherd & Schaller, especially in the competitive winter sports market, is its full-service "Back Shop." This is not just a simple tune-up station; it is a high-tech service center that provides the kind of precision work that Wausau-area skiers and snowboarders demand before hitting the slopes at nearby Granite Peak Ski Area.
The shop utilizes state-of-the-art Wintersteiger equipment, a brand synonymous with professional-grade ski and snowboard maintenance. This investment ensures that every piece of equipment receives meticulous care, a crucial factor for both safety and performance.
The expert technicians offer a comprehensive range of services, including:
- Professional Ski and Snowboard Tune-Ups
- Binding Adjustments and Mounts/Installations (e.g., for brands like Look Ski Bindings)
- Base Repairs and Edge Sharpening
- Hot Box Treatments for deep wax penetration
- TLC (Tender Loving Care) for all gear
This commitment to technical service extends beyond winter. The shop also provides essential bike repair services, making it a year-round resource for cyclists exploring the Wausau bike trails and Rib Mountain State Park. This full-spectrum repair capability is a cornerstone of their topical authority.
2. Curated Gear for the Central Wisconsin Climate and Lifestyle
Shepherd & Schaller’s inventory is highly curated, focusing on premium outdoor goods and trend-setting brands that meet the demanding conditions of the Midwest. They do not simply stock shelves; they select items based on performance, durability, and a commitment to quality. This focus is particularly evident in their apparel and specialty gear sections.
The store is a one-stop shop for a wide array of outdoor pursuits, ensuring that local enthusiasts are properly outfitted for any season. Key product categories include:
- Winter Sports: Skis, Snowboards, Snowshoes, and related accessories. They offer "Package Pricing" to provide extra discounts when bundling skis, bindings, poles, and boots.
- Apparel & Footwear: Performance fabrics, organic and recycled materials, and on-trend clothing designed for an active lifestyle.
- Paddle Sports: Kayaks, plus essential accessories like dry sacks and compression bags from reputable brands like OR (Outdoor Research).
- Cycling: Bicycles and related gear, from road bikes to mountain bikes.
By prioritizing high-quality product lines, Shep's has built a reputation for reliability. Customers know that the gear purchased here is vetted by experts who understand the local terrain, from the slopes of Granite Peak to the waters of the Wisconsin River.
3. The Annual 'Dungeon Sale' and Community Connection
The community aspect of Shepherd & Schaller is perhaps its greatest secret weapon. The store is deeply embedded in the Wausau outdoor culture, hosting events that have become annual traditions for the local population. The most famous of these is the annual Dungeon Sale.
This event, often coinciding with the start of the winter season (like the upcoming Ski Swap Season '25), is a massive new and used ski gear swap and sale, drawing crowds looking for incredible deals. The "Dungeon" name adds an element of fun and mystique to the process of finding discounted equipment.
Furthermore, Shepherd & Schaller maintains a close relationship with local organizations, including the Granite Peak Ski Team and the Wausau River District. They are recognized as a key local resource alongside other community entities like the Central Board Shop, highlighting their collaborative role in fostering outdoor recreation. This community involvement was a key factor in receiving the 2024 Business of the Year Award from the Wisconsin Main Street Program, which recognizes businesses that strengthen their downtown areas.
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