About Wheel & Sprocket

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Humble Beginnings
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Community Experts
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Dedicated Teamwork
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Sharing our Passion

At Wheel & Sprocket, we believe that life is a ride and you should enjoy it! Cycling is one of those lifetime sports and we make it our mission to have bikes for everyone. It's our job to make sure you’re equipped for a memorable experience. We’re your one-stop local bike shop and have been for 40 years. 

Here’s our story:

Our Stories, Our Lives

Everyone remembers their first bike. That 16” kids' bike with the bell and steamers that you rode up and down the block all summer long until your legs gave out. That Schwinn bike you got for your birthday, tearing up the town and riding with friends on starry nights. Or maybe it was that mountain bike you saved up for and rode out on trails every morning—just you and the sunrise.

The beauty of cycling is that the magic doesn’t end with your first bike. That’s just where it starts. At Wheel & Sprocket, we believe that cycling can be great at any age. That’s why we ride. For all our first bike stories and those still to come, let the good times roll.

Our Mission: Passion for the Ride

As Wisconsin’s largest bike retailer and #1 Trek dealer, we don’t let that go to our heads. We just live out our passion every day. And because we do what we love, people see it in the products we sell, the great service we provide, and the local communities that we support. We love learning the different reasons why our customers ride. We aim to create a better experience for them every time they enter our doors.

Enjoying the ride for you might mean strapping up for your daily commute, hitching up the bikes for a weekend trail ride with your family, doing a charity ride to support a special cause, pedaling through the year to stay fit, or pushing it to the max in a triathlon. For whatever reason you ride, we're right there with you.

Our History

Founded in 1973 in Hales Corners, Wisconsin, Wheel & Sprocket started out as a small, local bike shop with big dreams. Chris Kegel started out as a bicycle mechanic just two weeks after the store first opened. Since then he’s worked in every position in the company from sales to management to cleaning bathrooms. He eventually became a partner in the business and by 1989 became the sole owner and president. Today our Wheel & Sprocket brand has extended its reach to four stores in the Metro-Milwaukee area, two in the Fox Valley, and our first store south of the border in Evanston, IL. Even after 40 years, Wheel & Sprocket is family owned and operated by those who have a passion for cycling.

The Wheel Advantage

Whatever your desire to ride, we’re passionate about joining you on your journey and supporting you as the local bike shop you’ve come to know and trust. Here’s how we see things:

  • If we sell it, we service it.
    That’s our promise. We stand behind our quality products and service.
  • We’re not happy until you’re happy.
    If you’re not 100% happy with your purchase, we offer a 30 Day Money-back Satisfaction Guarantee.
  • The best price. Period.
    Find a better deal? Our prices won’t be beat; if you find a better price in our market within 30 days, we’ll refund you the difference plus 10%.
  • Your one-stop shop.
    With more than 18 bike categories and a wide selection to choose from, enjoy one-stop shopping with the best brands in the industry at all of our seven locations and online store. Don't be disappointed by other shops with less variety, come into Wheel & Sprocket, where we know we have a bike for you.
  • “… With liberty and cycling for ALL!”
    We live to serve our cycling community through our extensive support, advocacy and involvement with all aspects of cycling. We love bikes, and believe in supporting our local cycling communities. Want to get involved? We can get your there.

Riding & Giving Back

At Wheel & Sprocket we do more than just sell bikes. We change lives, one bike at a time. The way we look at it, cycling is a simple solution to a lot of complex problems. Our CEO Chris Kegel helps us keep this in perspective through his work.  “I’ve been very, very fortunate, that now I can incorporate about 25 percent of my time to giving back to the community.” Chris says.

Through cycling initiatives, bike advocacy programs, community building projects and charity rides, we continue to be a leader in cycling advocacy and community sustainability. A place where riding and the rider are treated with care and respect. “When you see more bike trails out there, basically this is part of a plan that we’ve been working on for almost 20 years,” Chris says.

Take a stand with us for a more sustainable ride for our families, our world, our future. Click here to learn more about our advocacy and sponsorship opportunities and how you can get involved.

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