About Us

Our Journey

In 2026, brothers Sam and Alec Cegler acquired the Rocque Ridge and rebranded it as Ridge to River Outfitters. With deep roots in Rusk County, we grew up hunting, fishing, and exploring the same rivers, woods, and lakes that our customers enjoy today. What started as a local sporting goods business has become our commitment to serving the outdoor community with authentic knowledge, quality gear, and honest advice.

We operate two complementary businesses: Ridge to River Outfitters for all your hunting, fishing, camping, and general outdoor needs, and Freedom Arms and Optics for firearms, optics, suppressors, and thermal needs. Together, they form a one-stop destination for serious outdoorsmen in northern Wisconsin.

Team

At Ridge to River, our team is passionate about providing you with expert advice and top-notch service. We are all outdoor enthusiasts who love sharing our knowledge and helping you find the right gear for your adventures. Come meet us and let's gear up for your next outdoor journey!

Co-Owner

Alec Cegler

Alec is the founder and co-owner of Freedom Arms and Optics and brings extensive expertise in firearms and optics to the Ridge to River team. He founded Freedom Arms in 2024 and has built a strong reputation for honest advice and quality products. Whether you’re a first-time shooter or a seasoned enthusiast, Alec is dedicated to helping customers make informed decisions and get equipped for success.

Co-Owner

Sam Cegler

Sam is a passionate outdoorsman with a deep love for fly fishing and firearms. He spends much of his time on the rivers chasing smallmouth bass and staying current on the latest gear. Friendly and knowledgeable, Sam is always ready to help customers find the right tackle, advice on local spots, or the perfect firearm setup.

Specialist

Brennan Cegler

Brennan is Sam and Alec's brother, passionate fisherman and hunter, he gets out fishing as often as possible outside of work. A true firearm enthusiast, Brennan loves talking gear and helping customers find what they need. Like the rest of the family, he’s a regular around the shop, pitching in on the floor and covering days when needed.

Specialist

Tom Rocque

Tom is the original founder of Rocque Ridge and a former Army Sniper from Chippewa Falls. A lifelong outdoorsman who loves fishing, hunting, and everything in between, Tom remains a regular presence around the shop. He helps cover shifts when Sam and Alec can’t be there, and continues sharing his deep product knowledge and local expertise.

Specialist

Gage Augustine

Gage is a family friend from Sheldon and an avid outdoorsman who enjoys hunting everything from deer to coyotes. When he’s not in the field, he helps keep Ridge to River Outfitters running smoothly by organizing inventory, stocking shelves, cleaning, and tackling whatever needs to be done around the shop.