About Wheel & Sprocket

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Humble Beginnings
wheel & sprocket best bike shop
Community Experts
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Dedicated Teamwork
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Sharing our Passion
At Wheel & Sprocket, we believe life's a ride, and we want you to enjoy it! Cycling is a lifetime sport and we pride ourselves in having bikes for every kind of rider. It's our job to make sure you have a fun, easy, and fair experience here at the shop. After all, we’re your one-stop local bike shop for over 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 where it starts. At Wheel & Sprocket, we believe that cycling can be great at any age. That’s why we ride... Let the good times roll!

Our Mission: Passion for the Ride

As Wisconsin’s largest bike retailer and #1 Trek dealer, we 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 we support. We love learning the different reasons why our customers ride and aim to create a better cycling experience for everyone.

Enjoying the ride for you might mean strapping up for your daily commute, hitching up the bikes for a weekend  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. In any case, we're here for all of your needs!

Our History

Founded in 1973 in Hales Corners, Wisconsin, Wheel & Sprocket began 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 and since then has worked in every position in the company from the bottom-up. 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

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? 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 our online store. Come into Wheel & Sprocket-- we'll work to find the best 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 show it by 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 hard 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. We strive to be 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, and our future. Click here to learn more about our advocacy and sponsorship opportunities and how you can get involved.

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