Shepherd and Schaller - History

Put a sportsman and an accountant together and you might not expect an appealing outcome. Yet it was just the right blend for Wausau, Wisconsin when, in 1949, Allen Shepherd and Stan Schaller, brother’s-in-law who shared a post in WWII, 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...

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 “J C Penney” east of the Mississippi and the “Wausau Record Herald” newspaper) gave them room to grow. Renovations in 1989 brought the façade back to its former 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 Shepherd & Schaller Sporting Goods have offered athletes a changing menu of products and services. They’ve drilled bowling balls, filled dive tanks, and engraved trophy plates. Sold bullets, bulls-eyes and bull-horns. 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.

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 a taste that’s simply not available at fast-food style sport shops.

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 Shepherd & Schaller Sporting Goods is a tradition that’s as popular as Wisconsin cheese and Friday Fish Fry’s– one that will leave you wanting more.