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customer spends between two and four hours at each visit to Scheels, according to Burich.


Along with the epic amount of retail space and the multiple draws of shopping, entertainment and food, Scheels offers an unrivaled customer experience, says Burich. “We have price matching, money-back guarantees, whatever it takes to keep our customers satisfied. We want to have happy customers and positive experiences.” They also have highly trained sales associates with expertise in outdoor sports and activities to help shoppers find the right gear. Boutique shops include a golf shop, a snowmobile shop, a kids’ toyland, and an exercise shop. Most come with try-before-you-buy options, custom-fit equipment, and trained technicians to help make the buying experience exceptional. They even offer an expanded line of women’s golf and hunting apparel. One unique addition to the Colorado store is a home décor shop. Johnstown’s home décor offers thousands of decorating items and furniture, all American made, and it is one of the first such shops in a Scheels store.

Ski, snowboard, and snowshoe rentals are also available. Scheels has both east and west main entrances, but it is the third entrance, also on the east side, that offers something new: a service entrance into its bike repair shop and snowboard and ski shops. The entrance allows customers to bring bikes and equipment straight to the service area, rather than hauling them through the other retail areas. Scheels is also committed to investing in their local communities and supporting local nonprofits involved in the outdoor community. United Way is a regular partner of Scheels. And as part of their training, employees have already performed over 6,000 hours of community service and volunteer work in Northern Colorado. A percentage of Scheels’ profits is also set aside for community sponsorships and donations. As Scheels continues to grow their local partnerships, they will look for additional opportunities to support the local community, says Burich.

experience of a venue that offers so much for adults and children. Boy Scout groups and schools fieldtrips often make Scheels a destination, especially for their wildlife mountain, which features over 220 taxidermied animals. The retail experience isn’t Scheels only claim to fame. The company is still privately held and employee owned. Additionally, Burich says that the company culture is one that invests in employees, with extensive training in their respective areas, and a competitive wage and benefits.

HOW TO FIND THEM/ WHEN TO GO Address: 4755 Ronald Reagan Blvd., Johnstown, CO 80534 Phone: (970) 663-7800

Regular hours: Weekdays 9:30 a.m. to 9 p.m., Saturdays 9 a.m. to 9 p.m. and Sundays, 10 a.m. to 6 p.m. Visit or


Of course, the sheer size of the Northern Colorado store is incentive to go, but also the

CLOSING THOUGHTS Johnstown Scheels has over 40,000 pairs of shoes,” says Burich. The men’s shoe shop rivals the women’s in size and that is just a small sample of what is available at Scheels. But what is also refreshing is a retail mega store with a down-home, American heart. “You can see the Scheels’ family values throughout the store,” says Burich. And it helps shape the entire experience. OCTOBER 2017


Profile for Style Media & Design, Inc.

2017-10 Style  

2017-10 Style