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                                  UNITED STATES

                       SECURITIES AND EXCHANGE COMMISSION

                             Washington, D.C. 20549

                                    FORM 10-Q


(Mark One)

[ X ]    QUARTERLY REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES
         EXCHANGE ACT OF 1934.  For the quarterly period ended September 30,
         2001 or


[   ]    TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES
         EXCHANGE ACT OF 1934.  For the transition period from
                                                               -----------------
         to       .
           -------

                           Commission File No. 015767


                           THE SPORTSMAN'S GUIDE, INC.
             ------------------------------------------------------
             (Exact name of registrant as specified in its charter)


                 MINNESOTA                               41-1293081
      ----------------------------------        -----------------------------
        (State or other jurisdiction            (I.R.S. Employer I.D. Number)
      of incorporation or organization)


                 411 FARWELL AVE., SO. ST. PAUL, MINNESOTA 55075
                 -----------------------------------------------
                    (Address of principal executive offices)


                                 (651) 451-3030
              ----------------------------------------------------
              (Registrant's telephone number, including area code)


      Indicate by check mark whether the registrant (1) has filed all reports
required to be filed by Section 13 or 15 (d) of the Securities Exchange Act of
1934 during the preceding 12 months (or for such shorter period that the
registrant was required to file such reports), and (2) has been subject to such
filing requirements for the past 90 days. Yes [ X ] No [ ]


    As of November 14, 2001, there were 4,748,810 shares of the registrant's
Common Stock outstanding.


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                          PART I. FINANCIAL INFORMATION

ITEM 1.  FINANCIAL STATEMENTS

                           THE SPORTSMAN'S GUIDE, INC.
                                 BALANCE SHEETS

                            (In thousands of dollars)
                                   (unaudited)




                             ASSETS                                     September 30,     December 31,
                                                                             2001             2000
                                                                        -------------     ------------
                                                                                    
CURRENT ASSETS
  Cash and cash equivalents                                              $   1,642         $   1,344
  Accounts receivable - net                                                  2,329             3,718
  Inventory                                                                 29,797            22,805
  Promotional material                                                       4,476             3,635
  Prepaid expenses                                                           1,171             1,522
  Income taxes receivable                                                       --               769
                                                                         ---------         ---------
      Total current assets                                                  39,415            33,793
PROPERTY AND EQUIPMENT - NET                                                 3,904             5,067
                                                                         ---------         ---------
      Total assets                                                       $  43,319         $  38,860
                                                                         =========         =========

                LIABILITIES AND SHAREHOLDERS' EQUITY

CURRENT LIABILITIES
  Note payable - bank                                                    $   9,127             5,225
  Current maturities of long-term debt                                           5                30
  Accounts payable                                                          15,157            14,104
  Accrued expenses                                                           1,506             2,233
  Customer deposits and other liabilities                                    4,427             3,675
                                                                         ----------        ---------
      Total current liabilities                                             30,222            25,267
LONG-TERM LIABILITIES
  Long-term debt                                                                 5                 3
                                                                         ---------         ---------
      Total liabilities                                                     30,227            25,270

COMMITMENTS AND CONTINGENCIES                                                   --                --

SHAREHOLDERS' EQUITY
  Common Stock-$.01 par value; 36,800,000 shares
    authorized; 4,748,810 shares issued and
    outstanding                                                                 47                47
  Additional paid-in capital                                                11,565            11,565
  Stock subscription receivable                                               (238)             (238)
  Retained earnings                                                          1,718             2,216
                                                                         ---------         ---------
      Total shareholders' equity                                            13,092            13,590
                                                                         ---------         ---------
      Total liabilities & shareholders' equity                           $  43,319         $  38,860
                                                                         =========         =========










            See accompanying condensed notes to financial statements




                                       2




                           THE SPORTSMAN'S GUIDE, INC.
                            STATEMENTS OF OPERATIONS
                                   (UNAUDITED)

                   For the Three Months and Nine Months Ended
                           September 30, 2001 and 2000

                      (In thousands, except per share data)



                                                   Three Months Ended          Nine Months Ended
                                                      September 30,              September 30,
                                                -----------------------     ------------------------
                                                   2001          2000          2001           2000
                                                ---------     ---------     ---------      ---------
                                                                               
Sales                                           $  36,472     $  29,640     $ 107,199      $  95,930

Cost of sales                                      24,575        19,639        73,082         63,909
                                                ---------     ---------     ---------      ---------

   Gross profit                                    11,897        10,001        34,117         32,021

Selling, general and administrative
 expenses                                          11,888        10,677        34,260         34,617
                                                ---------     ---------     ---------      ---------

    Earnings (loss) from operations                     9          (676)         (143)        (2,596)

Interest expense                                     (135)         (427)         (283)        (1,253)
Miscellaneous income(expense), net                      2             5           (51)            22
                                                ---------     ---------     ----------     ---------

    Loss before income taxes                         (124)       (1,098)         (477)        (3,827)

Income tax expense (benefit)                           --          (406)           21         (1,337)
                                                ---------     ---------     ---------      ---------

    Net loss                                    $    (124)    $    (692)    $    (498)     $  (2,490)
                                                =========     =========     =========      =========

Net loss per share:
    Basic and Diluted                           $    (.03)    $    (.15)    $    (.10)     $    (.52)
                                                =========     =========     =========      =========

Weighted average common and common
 equivalent shares outstanding:
    Basic and Diluted                               4,749         4,749         4,749          4,749
                                                =========     =========     =========      =========












            See accompanying condensed notes to financial statements



                                       3




                           THE SPORTSMAN'S GUIDE, INC.
                            STATEMENTS OF CASH FLOWS
                                   (UNAUDITED)

                            For the Nine Months Ended
                           September 30, 2001 and 2000

                            (In thousands of dollars)



                                                                       2001           2000
                                                                     --------       --------
                                                                              
Cash flows from operating activities:
  Net loss                                                           $   (498)      $ (2,490)
  Adjustments to reconcile net loss to net
   cash used in operating activities:
    Depreciation and amortization                                       1,365          1,608
    Other                                                                  72            (13)
    Changes in assets and liabilities:
      Accounts receivable                                               1,389          2,968
      Inventory                                                        (6,992)         2,377
      Promotional material                                               (841)          (830)
      Prepaid expenses                                                    351         (2,282)
      Income taxes                                                        769             --
      Checks written in excess of bank balances                            --           (793)
      Accounts payable                                                  1,053         (2,704)
      Accrued expenses                                                   (727)          (596)
      Customer deposits and other liabilities                             752         (1,452)
                                                                     --------       --------
        Cash flows used in operating activities                        (3,307)        (4,207)

Cash flows from investing activities:
  Purchases of property and equipment                                    (308)        (1,144)
  Other                                                                    21             --
                                                                     --------       --------
        Cash flows used in investing activities                          (287)        (1,144)

Cash flows from financing activities:
  Net proceeds from revolving credit line                               3,902          5,373
  Payments on long-term debt                                              (10)           (25)
  Proceeds from exercise of stock options
   and warrants                                                            --              3
                                                                     --------       --------
        Cash flows provided by financing activities                     3,892          5,351
                                                                     --------       --------

Increase in cash and cash equivalents                                     298             --

Cash and cash equivalents at beginning of the period                    1,344             --
                                                                     --------       --------

Cash and cash equivalents at end of the period                       $  1,642       $     --
                                                                     ========       ========

Supplemental disclosure of cash flow information

Cash paid during the periods for:
      Interest                                                       $    366       $  1,222
      Income taxes                                                        176             71






            See accompanying condensed notes to financial statements




                                       4







                          THE SPORTSMAN'S GUIDE, INC.

                          NOTES TO FINANCIAL STATEMENTS
                                   (UNAUDITED)

Note 1:  Basis of Presentation

         The accompanying financial statements are unaudited and reflect all
         adjustments which are normal and recurring in nature, and which, in the
         opinion of management, are necessary for a fair presentation thereof.
         Reclassifications have been made to prior year financial information
         wherever necessary to conform to the current year presentation. Results
         of operations for the interim periods are not necessarily indicative of
         full-year results.

         Amounts billed to customers for shipping and handling are recorded in
         revenues. Sales include shipping and handling revenues of $5.0 million
         and $4.2 million for the three months ended September 30, 2001 and 2000
         and $15.0 million and $13.8 million for the nine months ended September
         30, 2001 and 2000.

         The Company's fiscal quarter ends on the Sunday nearest September 30
         for 2001 and 2000, but for clarity of presentation, all periods are
         described as if the three and nine month periods end September 30. Each
         fiscal third quarter of 2001 and 2000 consisted of thirteen weeks. The
         three fiscal quarters of 2001 and 2000 each consisted of thirty-nine
         weeks.

         In preparing the Company's financial statements, management is required
         to make estimates and assumptions that affect reported amounts of
         assets and liabilities and related revenues and expenses. Actual
         results could differ from the estimates used by management.

Note 2:  Net Loss Per Share

         The Company's basic net loss per share amounts have been computed by
         dividing net loss by the weighted average number of outstanding common
         shares.

         For the three months and nine months ended September 30, 2001, no
         common share equivalents were included in the computation of diluted
         net loss per share. If the Company would have reported net income in
         the three months ended September 30, 2001, 8,758 common share
         equivalents would have been included in the computation of diluted net
         earnings per share. If the Company would have reported net income in
         the nine months ended September 30, 2001, 5,741 common share
         equivalents would have been included in the computation of diluted net
         earnings per share.

         For the three months and nine months ended September 30, 2000, no
         common share equivalents were included in the computation of diluted
         net loss per share. If the Company would have reported net income in
         the three months ended September 30, 2000, no common share equivalents
         would have been included in the computation of diluted net earnings per
         share. If the Company would have reported net income in the nine months
         ended September 30, 2000, 16,610 common share equivalents would have
         been included in the computation of diluted net earnings per share.

         Options and warrants to purchase 642,156 and 694,669 shares of common
         stock with a weighted average exercise price of $5.83 and $5.79 were
         outstanding during the three months ended September 30, 2001 and 2000,
         but were not included in the computation of diluted net earnings per
         share because their exercise price was higher than the average market
         price of the common shares during the period.




                                      5








         Options and warrants to purchase 643,456 and 640,232 shares of common
         stock with a weighted average exercise price of $5.83 and $6.11 were
         outstanding during the nine months ended September 30, 2001 and 2000,
         but were not included in the computation of diluted net earnings per
         share because their exercise price was higher than the average market
         price of the common shares during the period.

ITEM 2.  MANAGEMENT'S DISCUSSION AND ANALYSIS OF FINANCIAL
         CONDITION AND RESULTS OF OPERATIONS

                              RESULTS OF OPERATIONS

 Three months and nine months ended September 30, 2001 compared to three months
 and nine months ended September 30, 2000

 SALES. Sales for the three months and nine months ended September 30, 2001 of
 $36.5 million and $107.2 million were $6.9 million or 23.0% higher and $11.3
 million or 11.7% higher than sales of $29.6 million and $95.9 million during
 the same periods last year. The increase in sales for the third quarter was
 primarily due to higher sales generated through the catalogs in spite of a
 planned reduction in our catalog circulation. The increase in sales for the
 nine months ended September 30, 2001 was primarily due to higher sales
 generated from both the catalogs and the Internet. Year over year, catalog
 circulation for the third quarter and the first nine months of 2001 was down
 approximately 14% and 22%, respectively, in accordance with our plans. As a
 result of these reductions in the catalog circulation as well as the
 implementation of several marketing and merchandising strategies, overall
 customer response rates improved significantly in the third quarter and the
 first nine months of 2001 over the previous year. In 2001, we implemented a
 more effective and profitable mail plan with the elimination of catalog
 mailings to unprofitable customer segments of the house customer file and
 combined the clothing footwear specialty catalogs with the monthly main
 catalogs to reduce saturation and produce a more cost effective mail plan. We
 also have created and mailed catalogs exclusively to our club members to
 increase overall sales and profitability. As of the end of the third quarter
 2001, the buyer's club membership had increased to 215,500, up 62% over the
 133,000 reported at December 31, 2000 and up 113% over the membership count one
 year ago.

 Sales generated through the Internet for the third quarter and the nine months
 ended September 30, 2001 were approximately 21% of total sales compared to
 16% and 14%, respectively, during the same periods last year. We define sales
 generated through the Internet as sales that are derived from our web site,
 catalog orders processed online and online offers placed by telephone.

 Gross returns and allowances for the three months and nine months ended
 September 30, 2001 were $2.9 million or 7.4% of gross sales and $8.7 million or
 7.5% of gross sales compared to $2.2 million or 6.8% of gross sales and $8.1
 million or 7.7% of gross sales during the same periods last year.

 GROSS PROFIT. Gross profit for the three months and nine months ended September
 30, 2001 was $11.9 million or 32.6% of sales and $34.1 million or 31.8% of
 sales compared to $10.0 million or 33.7% of sales and $32.0 million or 33.4% of
 sales during the same periods last year.

 The decrease in the gross profit percentage for the third quarter and the nine
 months ended September 30, 2001 was primarily due to our strategy to refocus on
 the product/value relationship which resulted in the reduction of retail prices
 selectively to stimulate improved customer response rates.



                                       6







 SELLING, GENERAL AND ADMINISTRATIVE EXPENSES. Selling, general and
 administrative expenses for the three months and nine months ended September
 30, 2001 were $11.9 million or 32.6% of sales and $34.3 million or 32.0% of
 sales compared to $10.7 million or 36.0% of sales and $34.6 million or 36.1% of
 sales for the same periods last year.

 Selling, general and administrative expenses, as a percentage of sales, for the
 third quarter and the nine months ended September 30, 2001 were lower compared
 to the same periods last year primarily due to a more effective mail plan and
 lower general and administrative expenses resulting from various marketing and
 organizational changes made in the latter part of 2000.

 Total catalog circulation during the third quarter and the first nine months of
 2001 was 10.6 million and 31.5 million catalogs compared to 12.2 million and
 40.2 million catalogs during the same periods last year. We mailed nine catalog
 editions, including six specialty editions, during the three months ended
 September 30, 2001 compared to 12 editions, including nine specialty editions,
 during the same period last year. Year to date, we mailed 29 catalog editions,
 including 20 specialty editions compared to 31 editions, including 22 specialty
 editions, during the same period last year.

 Advertising expense for the third quarter and the first nine months of 2001 was
 $7.2 million or 19.7% of sales and $20.3 million or 18.9% of sales compared to
 $6.0 million or 20.1% of sales and $19.8 million or 20.7% of sales for the same
 periods last year. The decrease in advertising expense for the third quarter
 and the first nine months of 2001, as a percentage of sales, compared to the
 same periods last year was primarily due to improved customer response rates
 and higher sales generated through the Internet. Advertising expenses, in terms
 of dollars, for the third quarter and nine months ended September 30, 2001 were
 higher compared to the same periods last year primarily as a result of higher
 sales and higher costs of catalogs stemming largely from increased page counts
 and postal and paper rate increases offset somewhat by the planned reduction in
 catalog circulation.

 EARNINGS (LOSS) FROM OPERATIONS. Earnings from operations for the three months
 ended September 30, 2001 was $9,000 compared to a loss from operations of
 ($676,000) during the same period last year. Loss from operations for the nine
 months ended September 30, 2001 was ($143,000) compared to ($2.6) million for
 the same period last year.

 INTEREST EXPENSE. Interest expense for the three months and nine months ended
 September 30, 2001 was $135,000 and $283,000 compared to $427,000 and $1.3
 million for the same periods last year. The decrease in interest expense for
 the quarter and year to date was due to lower average levels of bank borrowings
 primarily as a result of lower inventory levels.

 NET LOSS. Net loss for the three months and nine months ended September 30,
 2001 was ($124,000) and ($498,000) compared to ($692,000) and ($2.5) million
 for the same periods last year.




                                       7







                        SEASONALITY AND QUARTERLY RESULTS

 The majority of our sales historically occur during the second half of the
 year. The seasonal nature of our business is due to our focus on outdoor
 merchandise and related accessories for the fall, as well as winter apparel and
 gifts for the holiday season. We expect this seasonality will continue in the
 future. In anticipation of increased sales activity during the fourth fiscal
 quarter, we incur significant additional expenses for hiring employees and
 building inventory levels.

 The following table sets forth certain unaudited financial information for each
 of the quarters shown.



                                                 First        Second           Third        Fourth
                                                Quarter       Quarter         Quarter      Quarter
                                                -------       -------         -------      -------
                                                                               
2001
  Sales                                         $38,931       $31,796         $36,472
  Gross profit                                   11,740        10,480          11,897
  Earnings (loss) from operations                   (14)         (138)              9
  Net loss                                         (167)         (207)           (124)
  Net loss per share                               (.04)         (.04)           (.03)

2000
  Sales                                         $35,946       $30,344         $29,640      $59,008
  Gross profit                                   11,591        10,429          10,001       19,446
  Earnings (loss) from operations                (1,031)         (889)           (676)         198
  Net loss                                         (922)         (876)           (692)        (699)
  Net loss per share                               (.19)         (.18)           (.15)        (.15)



                         LIQUIDITY AND CAPITAL RESOURCES

We meet our operating cash requirements through funds generated from operations
and borrowings under our revolving line of credit.

WORKING CAPITAL. We had working capital of $9.2 million as of September 30, 2001
compared to $8.5 million as of December 31, 2000, with current ratios of 1.30 to
1 and 1.34 to 1, respectively. The increase in working capital was primarily due
to the increase in the inventory levels to support the fall catalogs. We
purchase large quantities of manufacturers' closeouts and direct imports,
particularly in footwear and apparel merchandise categories. The seasonal nature
of the merchandise may require that it be held for several months before being
offered in a catalog. This can result in increased inventory levels and lower
inventory turnover, thereby increasing our working capital requirements and
related carrying costs.

We offer our customers an installment credit plan with no finance fees, known as
the "Easy 4-Pay Plan". Each of the four consecutive monthly installments is
billed directly to customers' credit cards. Effective with our November main
catalog, the Easy 4-pay Plan will only be offered to our club members. We had
installment receivables of approximately $1.5 million at September 30, 2001
compared to approximately $2.5 million at December 31, 2000. The installment
plan will continue to require the allocation of working capital which we expect
to fund from operations and availability under our revolving credit facility.

We have a Credit and Security Agreement with Wells Fargo Bank Minnesota,
National Association, f/k/a Norwest Bank Minnesota, National Association,
providing a revolving line of credit up to $20.0 million, subject to an adequate
borrowing base, expiring in December 2002. The revolving line of credit is for
working capital and letters of credit. Letters of credit may not exceed $10.0
million at any one time. Funding under the credit facility consists of a




                                       8







collateral base of 45% of eligible inventory plus 80% of eligible trade accounts
receivable. Borrowings bear interest at the bank's prime rate plus 1.25%. The
revolving line of credit is collateralized by substantially all of the assets of
the Company.

All borrowings are subject to various covenants. The most restrictive covenants
include a limit on monthly pretax loss, monthly measurement of year-to-date
earnings (loss), maximum monthly debt to book net worth ratio, maximum monthly
days inventory levels (as defined) and maximum annual spending level for capital
assets. The agreement also prohibits the payment of dividends to shareholders.
As of September 30, 2001, we were in compliance with all applicable covenants
under the revolving line of credit agreement. As of September 30, 2001, we had
borrowed $9.1 million against the revolving credit line compared to $5.2 million
at December 31, 2000. Outstanding letters of credit were $1.3 million at
September 30, 2001 compared to $1.9 million at December 31, 2000.

OPERATING ACTIVITIES. Cash flows used in operating activities for the nine
months ended September 30, 2001 were $3.3 million compared to $4.2 million for
the same period last year. The decrease in cash flows used in operating
activities was primarily the result of lower net losses for the first nine
months of 2001.

INVESTING ACTIVITIES. Cash flows used in investing activities for the nine
months ended September 30, 2001 were $287,000 compared to $1.1 million for the
same period last year.

FINANCING ACTIVITIES. Cash flows provided by financing activities during the
nine months ended September 30, 2001 were $3.9 million compared to $5.4 million
during the same period last year. The change in cash flows provided by financing
activities during the nine months ended September 30, 2001 compared to the prior
year was largely due to a lower amount of advances required under the revolving
line of credit.

We believe that cash flows from operations and borrowing capacity under our
revolving credit facility will be sufficient to fund operations and future
growth for the next twelve months.

                           FORWARD-LOOKING STATEMENTS

This report may contain forward-looking statements within the meaning of Section
27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act
of 1934. We use words such as "may," "believe," "estimate," "plan," "expect,"
"intend," "anticipate" and similar expressions to identify forward looking
statements. Actual results could differ materially from those projected in the
forward-looking statements due to a number of factors, including general
economic conditions, a changing market environment for our products and the
market acceptance of our product offerings as well as the factors set forth in
Exhibit 99 "Risk Factors" to the Company's Annual Report on Form 10-K for the
year ended December 31, 2000 filed with the Securities and Exchange Commission.

ITEM 3.  QUANTITATIVE AND QUALITATIVE DISCLOSURE ABOUT MARKET RISK.

The Company does not have any material, near-term, market rate risk.



                                       9







                           PART II. OTHER INFORMATION

ITEM 1.  LEGAL PROCEEDINGS.

The Sportsman's Guide, Inc. (the "Company") along with approximately 60 firearms
wholesalers/distributors were named as defendants in a lawsuit filed by the
National Association for the Advancement of Colored People ("NAACP") in May 2001
pending in the United States District Court for the Eastern District of New York
(Case No. 99 CV 7037). The NAACP alleges the defendants' firearms distribution
practices are resulting in a public nuisance and seeks $20 million to abate the
alleged nuisance by modifying the defendants' distribution practices. The
Company denies all allegations of misconduct and intends to vigorously defend
the case.

ITEM 6.  EXHIBITS AND REPORTS ON FORM 8-K

         (a)    Exhibits

                None.


          (b)   Reports on Form 8-K

                No reports on Form 8-K were filed during the three months ended
                September 30, 2001.



                                       10




                                   SIGNATURES

        Pursuant to the requirements of the Securities Exchange Act of 1934, the
registrant has duly caused this report to be signed on its behalf by the
undersigned thereunto duly authorized.

                                       THE SPORTSMAN'S GUIDE, INC.


Date:  November 14, 2001               /s/ Charles B. Lingen
                                       -----------------------------------------
                                           Charles B. Lingen
                                           Executive Vice President of Finance
                                           and Administration/CFO





                                       11