Owners of Chattanooga’s Rock/Creek Outfitters sold the business to Camping World subsidiary Uncle Dan’s Outfitters.

Rock/Creek co-owner Chad Wykle said in a prepared statement that the Rock/Creek brand has been good for Chattanooga for more than 30 years and it will continue to be a “community-based, hyper-focused retailer.”

He said:

While our industry has been challenged in the past five years, 2017 was another growth year for Rock/Creek. Partnering with Uncle Dan’s will give us the horsepower to build upon our continuing success and to expand our regional and online presence, while delivering the same level of quality—from the same passionate team—to every customer we serve.


Wykle and co-owner Jonathan Scott, who acquired in 2017 the independent outdoor retailer from its founders, worked with investment banking group FourBridges Capital on the transaction.

FourBridges Managing Director Andy Stockett said that Camping World, which has already made purchases in the area, aims to keep the Rock/Creek’s local charm.

Uncle Dan’s and Rock/Creek will continue to operate as individual brands and will maintain their own identities. Their customers can expect the same experience and quality of service that they have always known, according to a news release.

“Uncle Dan’s and Camping World have an intention of maintaining the legacy,” Stockett said.

Wykle and Scott took over Rock/Creek from founders Dawson Wheeler and Marvin Webb.

Wheeler said:

Rock/Creek’s strong legacy and team were central to this decision,” Wheeler said in a prepared statement. “We’ve always been an opportunistic company, and this transaction provides Rock/Creek with unprecedented growth opportunities at every level. It also allows the current owners to focus on what they love: interacting with staff, customers and the community in a very hands-on way. In short, it benefits everyone and checks all the boxes.

Rock/Creek provides outdoor gear from top brands for sports including kayaking, rock climbing, camping and hiking.

In addition to an online store, the company operates six brick-and-mortar locations in Chattanooga, Franklin and Cleveland, Tennessee., and a seasonal outpost near Benton, Tennessee.

Uncle Dan’s, a Chicago-based outdoor gear, camping supplies and apparel retailer, was acquired in 2017 by Camping World, the nation’s largest network of RV-centric retail locations.

Updated at 11:47 a.m. April 20 to add information as it became available.