SCHEELS Named Retailer of the Year

St. Paul (October 1, 2025) – Minnesota Retailers is proud to announce that SCHEELS has been named the 2025-2026 Retailer of the Year. This award recognizes the retailer’s commitment to creating unparalleled customer experience, fostering a culture of community involvement, and its success as a leader in the retail industry.

“SCHEELS is more than just a retail store. It is a true destination and a pillar in the communities it serves,” said Bruce Nustad, President of Minnesota Retailers. “Their unique model of employee ownership, combined with an unwavering dedication to customer service and a philanthropic spirit, sets them apart. From their immersive in-store attractions to their deep-rooted community partnerships, SCHEELS exemplifies what it means to be a top-tier retailer today. We are thrilled to honor their exceptional achievements.”

"Minnesota has always been part of the SCHEELS story, and we're incredibly grateful for the community support we've received here for more than 120 years," said Eden Prairie Store Leader Jason Heintz. "As employee-owners we take pride in our store and the experience that we provide our customers, so it is an honor to be recognized by our community as the Retailer of the Year. We truly couldn't do what we do without our incredible customers, community partners, vendors, and associates!"

SCHEELS’ success is rooted in its customer-first philosophy. The company empowers its employee-owners to become product experts through extensive training and a passion for the hobbies they sell. This approach ensures that every customer receives knowledgeable, personalized service. Additionally, SCHEELS stores offer a unique blend of retail and entertainment, featuring attractions like Ferris wheels, aquariums, and interactive games, which transform a shopping trip into a memorable experience.

Beyond its stores, SCHEELS is deeply committed to community connection. The company donates a portion of its profits annually to local organizations and encourages its associates to volunteer thousands of hours for community service projects. This commitment to giving back, coupled with their innovative business model and a focus on creating an exceptional shopping experience, has solidified SCHEELS’ position as a leader in the retail industry.

SCHEELS team members will accept the award at Retail Rally on Wednesday, October 8, 2025, starting at 2:00 p.m. The event—held at Brookview in Golden Valley—will feature an insightful keynote presentation from Business Growth Advisor Tamara Prato, titled “Driving Retail Growth: People, Planning, and Your Best Customers.” For more event details, visit www.retailrally.com.

Click here to see all the 2025-2026 Minnesota's Retail Champions!

About Minnesota Retailers: Minnesota Retailers is a non-profit association formed to improve communities through a holistic investment in retail, representing small, regional, and national retailers. Our mission is to ensure collective success across Minnesota by advancing retail for businesses, employees, consumers, and policymakers. Our vision is to be the driving force in the evolution of the state's retail landscape through advocacy, valuable insights, and championing innovation. More at www.mnretail.org.

Contact: Bruce Nustad, Minnesota Retailers, This email address is being protected from spambots. You need JavaScript enabled to view it., (651) 227-6631