Steve D. Scheel, the board chairman emeritus of SCHEELS, has been named the 50th recipient of North Dakota’s Theodore Roosevelt Rough Rider Award, the state’s highest honor for its citizens. Gov. Doug Burgum presented the award today, celebrating Scheel’s achievements in building SCHEELS into a leading retail brand known for its exceptional customer service, leadership, and philanthropic culture.
Scheel, a Fargo native, has played a pivotal role in the growth of SCHEELS since becoming president, CEO, and chairman in 1989. Under his leadership, the employee-owned sporting goods retailer expanded to include 34 stores across 16 states with over 13,000 associates. The company’s flagship locations, including the world’s largest all-sports stores in Dallas, Texas, and Boise, Idaho, stand as a testament to Scheel’s vision and leadership.
Born and raised in Fargo, Scheel graduated from Fargo Central High School before earning degrees in U.S. history, economics, and political science from St. Olaf College in Minnesota. He served in the U.S. Army as a combat engineer from 1969 to 1971. Beginning his career at SCHEELS as a delivery driver and salesperson, Scheel managed multiple stores before taking the helm of the company.
During the award ceremony, Scheel expressed gratitude for the SCHEELS employees and the company’s culture of giving. He emphasized that the recognition was a team effort, saying, “If there ever was a team Rough Rider Award, this would be it.” Scheel credited his mentors and colleagues for their guidance throughout his career and acknowledged the impact SCHEELS has had on communities nationwide.
Scheel’s daughter, Christina Scheel Snider, highlighted the family’s long history with the company, tracing its roots back to Frederick A. Scheele’s founding of a hardware store in 1902. She described her father as the cornerstone of the company’s 122-year foundation.
Matt Hanson, SCHEELS’ current CEO, praised Scheel’s legacy of vision, leadership, and philanthropy. Hanson noted the company’s commitment to community giving, with each of its 4,000 full-time employees receiving $500 annually to assist those in need. “It’s easy to look around Fargo-Moorhead and see all the good Steve has done,” Hanson said, emphasizing Scheel’s influence in fostering a culture of generosity.
The ceremony also featured remarks from Monsignor James Patrick Shea, president of the University of Mary, who commended Scheel’s leadership rooted in Christian values and North Dakota’s ethos. Shea described Scheel as “a man of joy, unfettered by selfish concern.”
During the event, an official portrait of Scheel, painted by Minot-based artist Vern Skaug, was unveiled and will join the Rough Rider Hall of Fame at the North Dakota Capitol. The Hall of Fame honors individuals who have brought national recognition to North Dakota and its citizens.
Reflecting on his career, Scheel described his work at SCHEELS as a “love affair” with retail and the people he’s worked alongside for over five decades. He expressed awe at the accomplishments of SCHEELS associates and gratitude for the opportunity to lead the employee-owned company. “Today and for the last 40 years, I have walked around in awe of what our great associates accomplish each day and when I open each new store,” Scheel said. “It’s been a good day.”
