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ABOUT US  Learn more about our people and our passions.

About Us

At Wheel & Sprocket, we believe that 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 that you have a fun, easy, and fair experience here at Wheel & Sprocket. After all, we’ve been your one-stop local bike shop for more than 40 years! We look forward to seeing you soon.

Our Stories, Our Lives

Everyone remembers his or her 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 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. Since then, he has worked in every position in the company, from the bottom up. Chris eventually became a partner in the business, and by 1989, he 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 two in the Chicago, IL. suburbs of Evanston and Oak Park. Even after 40 years, Wheel & Sprocket is family owned and operated by those who have a passion for cycling.

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.”

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.

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 our passion 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 we 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 mission and passion defines the way that we do business. What does that mean at Wheel & Sprocket?

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.

“… 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 we show it by supporting our local cycling communities. Want to get involved? We can get your there!

Your one-stop
bicycle shop.

With more than 18 bike categories and a wide selection of cycling accessories, 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

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%.


USA: 1 (866) 995-9918
Int'l: +1 (920) 560-2493

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