SCHEELS Unveils Its Massive 35th Store with Grand Opening in Cedar Park, Texas

SCHEELS Opens Its 35th Flagship Location in Cedar Park, Texas

On August 29, 2026, SCHEELS celebrated a significant milestone with the grand opening of its 35th store, located in Cedar Park, Texas. This event marked not only the expansion of the employee-owned all-sports retailer into Central Texas but also attracted an overwhelming response from the community. Thousands of eager customers, some camping overnight, gathered to experience the excitement of the new location, reflecting SCHEELS' influence in the sporting goods industry.

The Cedar Park SCHEELS location spans over 300,000 square feet and showcases more than 80 specialty shops that cater to a wide array of sports, outdoor, and fashion needs. This store serves as a destination shopping experience, blending high-quality products with entertaining features, a unique approach that sets SCHEELS apart in today's retail landscape.

Among its many attractions, the store boasts a thrilling 65-foot indoor Ferris wheel and a stunning 16,000-gallon saltwater aquarium, which captivate visitors from the moment they enter. The store's layout also includes a custom wildlife mountain and interactive sports simulators, enhancing its experiential shopping model that emphasizes family-friendly adventures. Additionally, patrons can relax at Ginna's Café, a perfect spot for enjoying a meal during their visit.

SCHEELS is redefining the traditional shopping experience by providing entertainment and engagement alongside high-quality products. Matt Hanson, the CEO of SCHEELS, expressed his enthusiasm at the opening ceremony, stating, "Our goal is always to deliver the best retail experience in the world, and this store represents our deepest commitment to that vision. We believe we have created a true destination that will bring families together and create unforgettable memories for years to come."

This expansion not only heightens SCHEELS' national footprint but also increases its workforce, onboarding over 500 new associates, with 100 full-time employees among them. Lucas Hachmeister, Cedar Park SCHEELS Store Leader, remarked on the excitement within the team, saying, "Seeing our Cedar Park team come together has been an absolute privilege. We are deeply grateful for the warm welcome from the Central Texas community. Having a team full of employee-owners dedicated to exceptional service sets SCHEELS apart in the retail world."

SCHEELS has a rich history that dates back to 1902 when it started as a small hardware store in Minnesota. Today, the retailer thrives with 35 locations across 16 states, and it employs more than 14,000 associates, driven by a passion for redefining the sporting goods experience through immersive shopping and superior customer service.

As SCHEELS continues its expansion journey, the opening of the Cedar Park location stands as a testament to its growth and the evolving nature of brick-and-mortar retail, where community engagement and innovative shopping experiences reign supreme. This novel approach is a promising model for the future of retail in America, demonstrating that with the right vision and community connection, brick-and-mortar establishments can thrive amidst the rise of online shopping.

Whether you’re a sports enthusiast or a family looking for an adventure, the new SCHEELS location in Cedar Park promises to redefine your shopping experience—an experience filled with excitement, innovation, and unforgettable family memories. Visit SCHEELS today to discover what makes this store a true standout in the world of retail.