The Free Heel and Wheel Story

Mellisa and Kelli met as freshmen at the University ofMontana inMissoula.  On the first day, Kelli peeked her head into Melissa’s room and introduced herself.  They became instant friends and have been inseparable ever since.  Kelli’s parents, the Criner’s whom at the time owned Bud Lilly’s Trout Shop in West Yellowstone, invited the girls to an outdoor retailer show.  This is where they fell in love with the outdoor industry and talked about opening a business together eventually.  This trip helped them decide on majors, Melissa in Accounting and Kelli in Marketing.  They graduated from college and Jim Criner encouraged them not to wait to open up a shop.  Melissa and Kelli contacted WEDGO and SBA to seek help with a business plan.  After six months of planning, Melissa and Kelli secured finances to open Free Heel and Wheel in July of 1996.  From the beginning, Kelli and Melissa have focused on encouraging healthy living and supporting the community.  They believe in offering quality products as well as their time and expertise.  Melissa and Kelli promised each other that they would get out and exercise each day.  This is still a pillar of their business and has helped them stay fit, healthy, and remain the best of friends.  Stop by and meet these two wonderful women, still known locally as “The Girls”.  

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