Estimated reading time: 4 minutes
This one came out of left field, and if you’ve spent any time in the gun space over the last decade, it probably caught your attention for the same reason it caught ours.
Popular YouTuber MrGunsnGear, who’s built a following north of a million subscribers by doing exactly what most of us expect from a gun channel (reviews, deals, commentary, and general Second Amendment content) says longtime partner Scheels has decided to cut ties, ending an affiliate relationship that had been in place for years.
According to him, the reason wasn’t performance, professionalism, or even business results, but rather what Scheels described as the “political nature” of his content, which they say no longer aligns with their goal of maintaining a “politically neutral customer experience.”
That explanation, at least on its face, is where things start to get a little confusing.
In the video breaking down the situation, MrGunsnGear explained that the relationship with Scheels wasn’t some short-lived sponsorship or experimental partnership, but something that had been built over more than a decade, with the retailer previously sponsoring content and working alongside him as part of his broader affiliate-driven business model, which he noted relies heavily on partnerships rather than YouTube monetization.
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He also pointed out that, as recently as a few weeks ago, he had been actively driving traffic to Scheels through promotions and deals, including a free shipping ammo push that likely put a spotlight on where that traffic was coming from, which may have led to the internal review that ultimately resulted in the decision.
After receiving the email, he says he reached out to clarify whether there had been some kind of misunderstanding, gave the company time to respond, and even confirmed that the message had been read. But as of now, he hasn’t received any follow-up.
To his credit, he’s not calling for a boycott or trying to rally his audience against Scheels, making it clear that if people like shopping there, they should keep doing so. But he also made the case that his audience deserves to know which companies choose to work with creators in the space and which ones decide to step away.
And that’s really where this story starts to resonate beyond just one creator losing one partnership.
Because Scheels isn’t some random retailer dipping its toes into the outdoor market. It’s a well-established name that sells firearms, ammunition, and gear from many of the same brands that actively support content creators like MrGunsnGear, which makes the idea that his content is somehow too “political” for a company operating squarely within the 2A space feel like a bit of a mismatch.
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At the same time, it’s worth noting that companies have the right to draw their own lines, define their own policies, and decide who they do and don’t want to be associated with, even if those decisions don’t always make sense to the outside world.
Democrat Illinois Governor JB Pritzker has signed a law that decriminalizes intentionally giving someone HIV.
— Mrgunsngear (@Mrgunsngear) April 14, 2026
This is apparently what the left thinks is worth spending their time and political capital on.
Avoid this death cult accordingly…#illinois #crime #diversity… pic.twitter.com/dk4Vx3rdRA
^^^Is content like this too political?^^^
But when a relationship that’s lasted more than a decade ends over something as broadly defined as “political content,” it’s fair to ask what exactly changed, and whether that line is being drawn more tightly than many people in the space might expect.
As of now, Scheels hasn’t publicly commented on the situation, and until they do, this remains a one-sided account, albeit one backed by direct communication and a long track record between the two parties.
If that changes, we’ll update accordingly (we’re gonna send this story to Scheels to see if they have a response beyond what they wrote to MrGunsNGear).
Until then, it’s one of those stories that leaves you with more questions than answers. And in an industry where alignment between brands and creators is usually pretty straightforward, that alone is enough to get people talking.
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is a seasoned outdoorsman, lifelong hunter, and the kind of guy who’d rather track whitetails than scroll social media. As an editor for GunsAmerica, he’s got a sharp eye for spotting both solid gear and bad gun laws. Whether he’s deep in the woods or deep in editorial deadlines, Larry brings a no-nonsense, tell-it-like-it-is approach to firearms, hunting, and the great American tradition of self-reliance. If there’s a hot debate on gun rights or the latest in hunting tech, you can bet Larry’s got an opinion—and it’s probably backed up with both facts and field experience.
Experience:
– Licensed Bowhunter, Hunter, and Trapper – Experienced in ethical hunting and wildlife conservation.
– Concealed Carry Permit Holder (NYS & AZ) – Trained and licensed to carry in multiple states.
– 2A Journalist – Covering firearms legislation, Second Amendment issues, and gun rights for over a decade.
– Emergency Medical Technician (EMT) – Certified to provide emergency medical care in the field.
– Field-Tested Gear Reviewer – Hands-on experience with firearms, optics, and hunting tech.
sorry dudes (and ladies), sheels rocks. sure, they sell golf equipment. the club section is about four isles. i buy my pro v’s there. the firearm, hunting, reloading, etc. department is about 25% of the building. need a case feeder for your dillon and don’t wanna wait for it to be mailed? scheels. need a couple thousand primers and some very specific projectiles along with a new to you powder you’d like to try out? scheels. grab a pair of shoes while you’re there. hate all u want. support who you want. i’m going where the company does its best to have what i want, in spite of the pressures they face by being labeled “pro gun”. check out their credit card, points, rewards program. second to none. if we didn’t have the one scheels we have here in illinois, i’d have to drive to the indiana or Wisconsin cabela’s to get what i need. now, you wanna talk about an over glorified clothes store…
I believe the word “democrat” in “Democrat Illinois governor..”
Just say Illinois governor, it is enough. The rest is obvious..
Scheels is an all sport company. I don’t think they have any loyalty to firearms owners, patriots, hunting etc. I believe they would be perfectly satisfied with just carrying and selling other sporting equipment if guns were outlawed.
I’m sure Scheel’s got screaming phone calls from crazed anti-Trump leftists and then knuckled under. Remember, Scheel’s is big into team sports gear, golf gear, tennis gear, clothing, shoes, etc. There may not be a boycott, but I’m not forgetting. Stay safe. j
I wonder if Scheels will go the way of Dick’s Sporting Goods? Oh, wait a minute; Dick’s is still in business and apparently thriving. Hmmmmm…
I’ve been in the Sheel’s that’s 3 miles from me here in AZ, exactly 4 times. Once, shortly after it opened just to check it out. 2 times after that looking for something specific each time (clothing, as it happens) and the last time was to pick up some NeeDoh that my grandaughters badly wanted. That’s the only time I’ve bought anything there. IMO, =way= overpriced for what I can get elsewhere. They do do a booming business, though, and it’s always crowded.
Lyle
Mr Shill N Gear gets mad when he can’t shill. It’s not about Scheels being anti gun it’s just that this dude is an idiot.
Politically neutral would have meant going along with the COVID scamdemic and taking the bioweapon shot as well.
Everyone has to choose a side.
Trump took the shot
I do NOT remember having entered a Scheels and now do NOT want to be a future customer. Maybe a nut job like Pritzker would be a more suitable client for Scheels.