Shep's original storefront, 212 Scott Street, Wausau, 1949.
Note: This history section appeared on our original website. It’s corny, but tells our story…
Many will agree that it’s rare for an accountant and a promoter to see eye-to-eye. Yet in 1949, Allen Shepherd and Stan Schaller, brother’s-in-law who shared a post in WWII, had that vision and decided it was time to bring their passion for sports to town. Shepherd & Schaller Sporting Goods specialized in “sports for all seasons” and served up their favorite entrees at 212 Scott Street, a small downtown shop where customers could satisfy a hunger to hunt and fish, camp, ski and compete. The recipe was a local favorite.
Shep's ski fashion show circa 1970.
The partners packed up in 1961 and moved up the street to number 324. The historic building (built in the 1890’s and home over the years to the “Golden Rule,” the first JC Penney east of the Mississippi) gave them room to grow. Renovations in 1989 brought the façade back to its 100 year-old glory and further internal updates in 2000 mean today’s customers can browse over 20,000 square feet seven-days-a-week while enjoying on-site parking in the heart of Wausau’s charmingly restored Main Street district.
Through the years the experts at Shep’s (as the local’s know it) have offered athletes a changing menu of products and services. They’ve drilled bowling balls, filled dive tanks, and engraved trophy plates. Sold shotgun shells, outfitted teams and repaired ball gloves. Today they’re trusted by a new generation of outdoor and athletic enthusiasts and while the menu continues to evolve with customer’s tastes, the recipe remains the same: the right gear for the occasion served with a heaping measure of quality, a scoop of value, a splash of expertise, and a sprinkle of nostalgia.
Storefront circa 1980
Shep’s team has always been built with enthusiastic experts who play as hard as they work. You’ll recognize them around town, on the hills, the trails, the woods, the water, the diamond and the court. Blend that enthusiasm with hundreds of hours of product training and the support of the best manufacturer’s in sports, and you get service with flavor that’s simply not available at fast-food style sport shops.
Shepherd & Schaller Sporting Goods, 324 Scott Street, Wausau, WI
Second generation owner, Robb Shepherd and his team enjoy helping customer’s prepare for outdoor adventures with gear and apparel, repairs and rentals. But to them, swapping stories is just as much fun. Visit and you’ll know why Shep’s is a tradition that’s as popular as Wisconsin cheese and Friday Fish Fry’s– one that will leave you wanting more.
