Employee-owned industry leader expands footprint to Central Texas, showcasing the future of brick-and-mortar experiential retail with record foot traffic
CEDAR PARK, Texas, Aug. 29, 2026 /PRNewswire/ — Employee-owned All Sports retailer SCHEELS officially opened its newest location in Cedar Park, Texas today, welcoming thousands of excited customers, including dedicated fans who camped out overnight to be the first in line. This landmark opening marks the company’s 35th store across 16 states and its second location in Texas. The massive 300,000+ square-foot flagship store represents a significant milestone in the company’s nationwide expansion, bringing its destination retail experience to Central Texas for the first time.
As brick-and-mortar retail continues to evolve, SCHEELS is leading the industry by transforming shopping into a family-friendly adventure. In an era of shrinking storefronts, the brand is scaling its signature experiential model across the U.S. The massive new Cedar Park location redefines the traditional footprint with over 80 specialty shops offering premium sports, outdoor, and fashion brands staffed by expert associates dedicated to delivering unmatched customer service. Beyond the product offerings, another draw is the immersive, experiential attractions: a 65-foot indoor Ferris wheel, a 16,000-gallon saltwater aquarium, a custom wildlife mountain, sports simulators, and Ginna’s Café.
“We are thrilled to officially open the doors to Cedar Park SCHEELS and share our passion for experiential retail,” said Matt Hanson, SCHEELS CEO. “Our goal is always to deliver the best retail experience in the world, and this store represents our deepest commitment to that vision. We’ve created a true destination we believe will bring families together and create unforgettable memories for years to come.”
The opening also expands employee-owned SCHEELS national workforce to over 14,000. Ahead of the grand opening, the Cedar Park team onboarded more than 500 associates, including 100 full-time and 350 part-time new, local hires.
“Seeing our Cedar Park team come together to prepare this store has been an absolute privilege,” said Lucas Hachmeister, Cedar Park SCHEELS Store Leader. “Above all, we are deeply grateful for the warm welcome the Central Texas community has already given us. Having a team full of employee-owners who are personally invested in delivering exceptional service and expertise is truly unique in retail today, and we can’t wait to show everyone what makes the SCHEELS experience so special.”
SCHEELS BY THE NUMBERS
- Founded: 1902 as a small hardware store in Minnesota.
- Ownership: 100% employee-owned (ESOP).
- Scale: 35 locations across 16 states.
- Workforce: More than 14,000 associates nationwide (500+ employed in Cedar Park, TX).
- Cedar Park Footprint: 300,000+ sq. ft. featuring 75 specialty shops and a 65-foot indoor Ferris wheel.
About SCHEELS:
SCHEELS is an employee-owned retailer redefining the sporting goods experience through immersive shopping, unmatched selection, and superior customer service. Founded in 1902 as a small hardware store in Minnesota, SCHEELS has grown into an industry leading all-sports retailer with 35 locations across 16 states, and more on the way.
Today, SCHEELS employs more than 14,000 associates and is guided by the vision: to be the best retailer in the USA in the eyes of their customers, associates, and business partners.
MEDIA CONTACT:
SCHEELS Corporate Marketing Office
Sarah Sannes, PR and Events Leader
sbsannes@scheels.com | 701.520.3452
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SOURCE SCHEELS
