We are community and family focused outdoor enthusiasts that pride ourselves on helping people from all walks of life find their love of cycling and the great outdoors.

We have been Marshfield’s leader in cycling and outdoor gear since 1973! In 1973, Denny Nelson and John Damrau started Nelson Bike and Camping. 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.

Meet the Family

Denny has been in the cycling business since 1973. He loves his job, his family, his John Deere tractor and his bikes! When not helping customers at the shop Denny can be found putzing in his shed, playing with his grand kids or riding his road bikes around town. He primarily rides for fun but has competed in a few iron man triathlon events recently.

Breanna literally grew up in a bike shop! She is the middle daughter of Denny and Joan and The Sports Den was often her play ground during the summer. She was officially working here in high school but left for college and career in Wildlife Biology before returning to Marshfield with her husband Justin. She became the store manager in 2012 and has focused on updating the store, creating connections with customers, and putting together fun events and activities for members of the community. Breanna and Justin have 2 beautiful busy girls that have been cycling on two wheels since they were two years old!

The Sports Den Family


Denny Riedel

The Boss

Breanna VanDeHey

Sales Manager


Patrick Nennig

Shop Manager


Brett Urban

Service Advisor

Harvey Hill

Sales Associate


Adam Maki

Sales Associate


Ben Lawyer

Sales Associate


Lauren Maki

Sales Associate