Scheels to Open Experiential Store in 2028
Employee-owned sporting goods retailer Scheels will open a 250,000-square-foot store in Blaine, Minnesota, by spring 2028. The opening will mark the company’s second Twin Cities metro location and sixth in the state.
The site is situated near the National Sports Center and TPC (Tournament Players Club) Twin Cities, a multi-sport complex and private golf club, respectively. Scheels said the store is designed to serve as a major regional retail destination, bringing more than 500 jobs to the area.
It will be the retailer’s 37th location and part of a broader redevelopment initiative led by Bader Cos. and Elevage Development Group, according to a media release.
The Retail Experience
Notably, the Blaine store will include signature Scheels experiences that merge product assortment with attractions, including a Ferris Wheel, candy shop and a 16,000-gallon saltwater aquarium filled with over 600 fish.
The location will house more than 80 specialty shops, showcasing top brands and services (e.g., golf and archery) as well as an expanded footwear and apparel selection. Shoppers can also expect a wildlife mountain, interactive arcade games and a restaurant offering fudge, coffee, and snacks alongside sports gear.
The company said it carries a wide array of premium brands, including the largest selection of Nike gear, Minnesota’s own UNRL, and more exclusive labels such as Vuori, Wolf and Shepherd, Mizzen+Main, Mathew’s Archery and First Lite. Scheels' "Toyland" also spans a large Lego selection.
Scheels distinguishes itself from other big-box sporting goods retailers through its investment in experiential retail. Each department is designed to feel like a standalone shop staffed by specialists — such as Barnett-certified bike mechanics, Master Fitters for golf club fittings and other experts educated through Scheels University training.
Scheels currently operates 34 locations across 16 states.
Shopper Marketing Implications
For commerce marketers, Scheels' strategy underscores the continuing evolution of experience-led physical retail.
The announcement also reflects how localized, experiential stores can support broader marketing strategies. For brands looking to activate in-store, the setting presents an opportunity to build high-touch programs and tailor marketing to a unique retail footprint.
Industry Context: Experience-Led Retail in Sporting Goods
Scheels' expansion into Blaine mirrors a broader trend in the sporting goods space, where retailers are investing in large-format, immersive store environments that double as entertainment and community hubs.
Notably, Dick's Sporting Goods continues to grow its House of Sport concept — a 100,000-square-foot experiential format featuring interactive elements such as rock climbing walls, batting cages with HitTrax technology, golf simulators, and turf fields that convert into ice rinks in the winter.
Like Scheels, Dick's stores aim to connect with local communities through unique in-store experiences and elevated service from sport-specific experts. The retailer opened nine House of Sport stores in 2023 and plans to operate up to 100 by 2027.
Read more: Dick’s Opens More House of Sport Store (See Inside)
