At Scheels in Rapid City, gratitude is at the core of everything they do. JC Joyce, the Store Leader, is deeply appreciative of the Black Hills community that has supported the store since its opening. “A healthy community is good for everyone,” JC said, emphasizing the store’s belief that community strength directly influences their success. The team is motivated not by recognition, but by a genuine desire to give back.
This commitment to community goes beyond just a talk — it’s woven into the store’s culture. From volunteering with local nonprofits to supporting youth sports and participating in the United Way, Scheels encourages employees to actively engage in the Black Hills community.
Scheels is also a place of personal growth; JC learned this fact firsthand. She started with the company in Lincoln, Nebraska, as a part-time college student. “I never planned on staying,” she admitted. But the mentorship she received and sense of ownership she felt at Scheels changed her trajectory.
This culture of ownership is central to Scheels’ success. Every full-time employee and anyone who has worked over 1,000 hours becomes an owner of the company. “We teach people to think like owners because, well, they are,” JC said. This unique ownership structure fosters a deep sense of accountability and pride, motivating employees to deliver an exceptional experience for every customer.
At its heart, Scheels is about empowering people — both its team and the community. By building a culture of service and ownership, Scheels is creating a lasting positive impact in the Black Hills, investing in the future for its employees and the community they call home.
1225 Eglin Street
Rapid City, SD 57701
scheels.com