Fontana Sports
216 N Henry St.
From Military Supplies to Outdoor Sports, but Always in the Family
Humble Beginnings
The story begins in 1949, when Clarence and Beatrice Hutchinson founded a military surplus store in Fontana, WI. Their grandson, Eagle Scout John, brought the business to Madison in 1972, quickly evolving it from an “Army Navy” shop into the outdoor specialty retailer it is today. The store even played matchmaker: John met his wife Judith while instructing her scuba course in 1976. She joined the business, and their children grew up with fond memories of napping in display tents and playing in the warehouse, truly making it a family affair from the start.
A Downtown Institution
Fontana Sports became a downtown Madison fixture in 1972, soon moving to its longtime home at 251 State Street in 1974. After over three decades, a building sale in 2010 prompted a move, but they didn't go far—just next door to their current location at 216 North Henry Street. The family legacy continues strong as the torch has been passed to the third generation. In 2021, John and Judith's daughter Elizabeth, a fellow UW-Madison retail grad, took the helm, ensuring this beloved local business remains a downtown staple for years to come.
