Mel’s Trading Post

Outdoor recreation is not a side activity in northern Wisconsin. Thousands of lakes and rivers combined with countless wooded trails keep people moving from one season to the next, and they need gear that can keep up. Mel’s Trading Post, a sporting goods store in downtown Rhinelander, has been a part of that rhythm for 80 years. Run entirely by two generations in one family, the store has evolved while staying true to its purpose: helping people get outside with the right equipment for whatever adventure comes next. In doing so, Mel’s has accomplished something increasingly rare in our era of online retail: build and maintain customer loyalty through personal connection.

Founded in 1946 by Mel Mode and now run by his son, Mitch, the Trading Post began humbly as a small variety store that sold a bit of everything – household appliances, televisions, toys, souvenirs, and outdoor equipment, a mix that reflected the needs of a small Northwoods community at the time. People came in for practical items, but the store also became a place where customers could ask questions about local hunting, fishing, and outdoor conditions. Eventually, Mel stopped selling household goods and put more attention on outdoor recreation – skiing especially.

Mitch Mode brings real momentum to Mel’s Trading Post. Of the 52 American Birkebeiner races ever held, Mitch has competed in and completed nearly every one of them, notching 48 total under his poles. “I spend most of my early winter recreation training on groomed trails for the Birkie,” he said. “After that, I switch to backcountry skiing – getting off the beaten path, bushwhacking through the woods on fat skis – which I really love.” But he also loves to paddle, bike, and hike with his dog. Mitch is not just running a family business; he is living the outdoor life the store supports. That passion helps explain why Mel’s remains relevant and connected to northern Wisconsin’s outdoor community. Under his leadership, Mel’s is a landmark for people seeking adventure in every season, from biking to hiking, camping to paddling, skiing to snowshoeing, hunting to fishing, and more.

Family Life – Growing Up Outdoors & Working the Store

“My parents would often take my four siblings and me downhill skiing at the [Porcupine Mountains], even though my dad worked six days a week during the busy tourist season. I started skiing when I was 3 years old,” Mitch shared. “We kids helped around the business while also growing up outdoors. We learned the store gradually, starting with small jobs. I remember walking to the store after school when I was 7 for my first job. The store received boxes with hundreds of tangled treble hook fishing lures. I was paid a penny apiece to untangle them. I also worked at the family popcorn stand for 75 cents an hour. I thought I was rich,” he recalled with a laugh.

One bitterly cold winter day, Mitch’s mother asked if he wanted to ski at Squirrel Hill (before Minocqua Winter Park was established). They headed out, but ice-cold fingers made it tough. “Mom showed me how to run the tow rope through my hands, which created friction to warm my fingers up, and it worked. We were warm enough to make a few more runs. Today someone might call that child abuse,” he chuckled. “This remains one of the formative days of my outdoor life, learning how to deal with cold weather in Wisconsin. That lesson served me well over the decades, mostly now with cross-country skiing.”

“After college, I didn’t have much desire to work in the store,” Mitch explained. He first went to UW-Stevens Point before earning a journalism degree from UW-Madison, proving there was at least one possible career path that did not involve untangling fishing lures. In the 1970s, he worked part time in the ski and bike shop while writing for ski magazines and carving duck decoys. By his thirties, however, the family business had reeled him in full time.

Mel's Sporting Goods product selection has evolved to match their customers' interests. Kayaks have become popular in recent years.

PHOTO CREDIT MITCH AND SALLY MODE

A Chance Conversation Makes a Connection

Mitch’s passion for the outdoors and his talent as a storyteller led to a long association with Silent Sports magazine, founded by Greg Marr in 1984. “I connected with Greg after he returned from a trip to Europe inspired to launch Silent Sports magazine,” Mitch recalls. Greg Marr had a vision for a publication devoted to the growing community of outdoor enthusiasts who found adventure on skis, bicycles, hiking trails, and waterways rather than behind the wheel of a motor vehicle. And he recognized Mitch’s talent immediately.

“He asked me to write a column,” Mitch says. “I ended up writing it for years.” That invitation marked the beginning of a long and successful partnership. Mitch’s column became one of the magazine’s most popular features, earning a loyal following for its blend of practical advice, firsthand experiences, and thoughtful observations. Through his columns, Mitch helped inspire legions of readers to explore the outdoors and embrace an active lifestyle.

Three generations of the Mode family pose at Mel's Sporting Goods. Mitch Mode with his wife, Sally, is on the left.

PHOTO CREDIT MITCH AND SALLY MODE

The Trading Post Evolves

Cycling has long been a cornerstone of the business, but its role has evolved alongside the sport itself. As mountain biking and recreational cycling gained popularity throughout Wisconsin’s Northwoods, customers sought more than just bicycles—they needed quality gear, expert repairs, and trusted advice on choosing the right equipment. Mel’s responded by expanding its cycling department by placing greater emphasis on sales and repair services.

The shift was a natural fit for Oneida County, where an extensive network of scenic roads and trails attracts riders of every skill level. Some customers are dedicated mountain bikers tackling rugged singletrack, while others ride paved roads and bike paths for fitness, commuting, or family outings. By adapting to these changing needs, Mel’s strengthened its reputation as a year-round resource for the region’s growing cycling community.

Paddlesports also was a natural stroke for Mel’s. In an area awash in flowages, lakes, and rivers, canoes, kayaks, and Standup Paddleboards are not mere merchandise, but rather the passport to a quiet morning, a fishing trip, or a full day of play on the water. Mel’s makes it simple with gear to own or rent, so customers can test the water before choosing their own setup.

But winter is where Mel’s really leans into the Northwoods. When the lakes lock up and snow fills the trails, the store helps people keep moving with cross-country skis, boots, poles, wax, snowshoes, cold-weather clothing, and repair service. Proper outdoor gear is not a luxury; it is the key to enjoying the season instead of enduring it. And during hunting seasons, the store is a busy place where people buy supplies and ask last-minute questions before heading into the woods.

Mitch connects the business’s older history with its current direction. Mel’s was a known name in Rhinelander, but Mitch also had to decide what the store should become. Keeping the same business alive does not mean leaving everything unchanged; it means deciding what should remain and what needs to be updated. In Mel’s case, the family ownership, downtown location, and focus on outdoor equipment stayed in place. The product mix and services expanded as outdoor interests changed.

Generations of Customers

Mitch believes that one of his father’s greatest gifts was seeing potential in young people, and he focused on giving kids a chance. “If an 8-year-old walked into Mel’s with nothing but money from a paper route and dreams of a new bike, my dad would tell the kid to take the bike and pay over time,” Mitch shared. “They paid when they could. Years later, those same customers return to the store telling me stories of the bike that launched a lifetime of adventures and the kindness they never forgot.”

That doesn’t happen shopping online.

“Online shopping has changed customer expectations, especially with products such as e-bikes and skis,” Mitch offered. “People sometimes order gear online, find that it does not fit their needs, and then come to Mel’s for help. In the store, staff can introduce customers to options such as skin skis, answer questions, and make sure the equipment feels right before they commit,” he said. That face-to-face experience builds trust. “We have local expertise, hands-on service, rentals, repairs, and staff who know the Northwoods because they live it. If you don’t like the ski you buy here, you can bring it back,” Mitch said.

The store’s longevity also gives it a connection to local families. Some customers remember when Mel ran the business. Others know it through Mitch and the current staff. In some families, parents or grandparents who bought gear at the store now bring younger family members there. That connection is not uncommon in smaller communities where local businesses become part of family routines. Similarly, Mel’s supports local ski programs, bike events, hunting and fishing groups like Ducks Unlimited, and even fire departments and medical causes such as Alzheimer’s care. Because the store serves a wide area with many events and organizations, it spreads its support where it can do the most good.

Mel’s Trading Post is more than a sporting goods store with a long history. Founder Mel Mode built the business around the outdoor traditions and recreational needs of northern Wisconsin. Today, Mitch Mode continues that legacy by adapting to new generations of outdoor enthusiasts while keeping the store rooted to its Northwoods identity. And while much of our economy is now dominated by online shopping – algorithmic bots and a cardboard box left at your door – Mel’s has fostered personal connection and community over cheap convenience and solitude, inspiring customer loyalty that is sustainable and spans generations. Need advice on skis, ice skates, or snowshoes? Check out Mel’s at melstradingpost.net. Better still, head to the store to experience it in real life.