About Us

The Sports Den is an independent retailer of sporting goods for all seasons! We carry cross country ski equipment from Salomon and Fischer, downhill ski equipment from K2 and Salomon, snowshoes from Northern Lites and Redfeather, snowboard equipment and apparel Burton and Ride, and summer and winter apparel from The North Face, Mountain Hardwear, Smartwool, and Moving Comfort. We also carry a full range bicycles for all ages and abilities from Trek, Specialized, Surly and Sun, exercise equipment from Schwinn and Nautlius. The Sports Den also has a full-service repair and rental center.

The Sports Den is unique because our business is very weather dependent. For that reason, we have expanded our product line to include exercise equipment, such as: Schwinn Airdyne bikes and the hugely popular fat bikes. We are constantly educating ourselves on current fitness and sporting trends such as: fat biking and snowshoeing, to stay competitive within the industry.

Company History

In 1973, Denny Nelson and John Damrau started Nelson Bike and Camping on 14th Street in Marshfield. At the time, the store focused on selling Firestone bicycles and Jay-co pop-up campers. In 1975, Dennis Riedel began working at Nelson Bike and Camping part-time, learning the business and starting their cross country ski line. Eventually the store began to move more towards sporting goods and by 1977, they got out of the camper business. In 1979, Denny Nelson sold the business to Skip Perkins, who renamed the store to Perkins Sports and also purchased the current store location and expanded the business. In 1998, Skip Perkins decided to retire and there was a transfer of ownership to Dennis Riedel, the current owner. At that time, Perkins Sports was renamed to the Sports Den.

The Sports Den
1202 S. Central Ave.
Marshfield, WI 54449
(715) 384-8313
Mon-Fri: 10am-6pm
Saturday: 9am-5pm

Feel free to contact us with questions and/or comments.