For central Iowa outdoorsmen and women, a visit to Jax Ames Outdoor Equipment was never a matter of purchasing equipment solely to purchase equipment – it was initiation. The vintage-line chain, expanding from a small war surplus store to 21,000-square-foot outdoor mecca for campers, anglers, and adventure seekers, said May 13, 2025, that it will shutter its anchor Ames store by late summer. Though five Colorado-themed Jax locations within the same ownership umbrella will stay open, the closing marks an end to a 70-year relationship with the community that fostered the brand’s birth.
From Army Surplus to outdoor institution
The Quinlan history started in 1955 when Marvin and Lola Quinlan made their love for military surplus a business, Ames Surplus, in a 900-square-foot warehouse on the city’s west side. Early shoppers depended on the store for deals in World War II inventory recycled tents, boots, and tools. As recreational activities expanded with postwar America, so did the business. By the 1980s, the shop had taken over adjacent buildings, renamed Jax Outdoor Gear, and added high-end camping, hiking, and fishing equipment from manufacturers such as Gransfors Bruk and Patagonia to its product line.
“We weren’t selling merchandise; we were making experiences,” said long-time manager Jim Quinlan in a 2020 interview. That mantra resonated in a state where 34% of the population engages in outdoor activities each year, generating $8.7 billion in Iowa’s economy. Employees within the store – some recruited for their ability as passionate hunters or rock climbers – became one-stop specialists for fledgling hikers planning Yellowstone trips and parents equipping scout troops.
Economic changes cause strategic retreat
With its loyal customer base, Jax felt the mounting pressures typical of brick-and-mortar retailers. Online sales now represent 22% of all U.S. sporting goods sales, a jump from 15% in 2020. Even the Ames store, which survived bankruptcy, the sale of the building to an unknown buyer made a reality check necessary.
“Traveling around in Ames wasn’t cost-effective,” said assistant manager Sarah Brothers. The move is part of broader retail trends: 12,200 U.S. stores closed in 2024, and specialty retailers were especially at risk from increasing commercial rents and labor expenses. For Jax, holding on to its sprawling 21,000-square-foot presence – a source of pride since the 1990s – was a strain in a time when 68% of consumers value convenience over in-store shopping experiences.
Community mourns loss of a gathering place
News of the closure sparked an outpouring of grief on social media, with over 1,400 comments flooding the store’s Facebook announcement within 48 hours. “This ruined my day. I’ve always loved Jax. Every employee has always been super helpful,” wrote customer Michael Book. Others, like Ross Jones, lamented the disappearance of hands-on expertise: “Very few retailers stock higher-end brands anymore. Jax has them all. My son just purchased a Gransfors ax that he will have for a lifetime.”
The cultural influence of the store reached beyond business. Its “Gear Up for Winter” clinics every year attracted 300+ customers to learn survival skills, and consignment sales enabled families to recycle outgrown gear. Student budgets benefited from discounted group rates offered by Jax to Iowa State University. “Where are we going to test backpacks or get information about river currents now?” asked club president Emma Voss.
Legacy of personal connection endures
As liquidation sales are starting, employees are celebrating Jax’s life, not its demise. The consignment program of the store will be donated to a local charity, so the residents can continue to get equipment at reduced prices. History of the Quinlan family-owned business – from 1950s advertisement inserts on $2.79 army cots – will be included in the Ames Historical Society archives.
While the Colorado stores retain the Jax name, Ames’ closure hints at a cold truth for local merchants: 78% of customers under the age of 35 would rather purchase specialty products on the Internet even when there is one available locally. Yet for generations that grew up navigating the stockroom-in-the-stairwell waters of Jax, the store represented something code cannot offer – an experience where every purchase was accompanied by a story, and every salesperson could chart the ideal fishing hole. When the lights dim this August at Lincoln Way, more than a store is going dark in Iowa, but an outdoor midwestern lifestyle museum breathing and living.
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