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About Us

Wheel & Sprocket- Est 1973. Hales Corners, WI. 

Wheel & Sprocket started as a small shop in Hales Corners, WI by passionate people that believed that bikes make life better.

Through hardwork and humble beginnings, Wheel & Sprocket grew throughout the years because we care about people, and want to help them find their love for bikes. 

We all have our different varieties of bikes we enjoy, but we all do it for that feeling you get after going on a great bike ride.

It's our job to make sure that you have a fun, easy, and fair experience here at Wheel & Sprocket. We don't sell it if we don't like riding with it, and we work hard to earn your trust, and offer you great suggestions.

Through its years of persistence and continue improvement, Wheel & Sprocket has grown to 9 stores in our 45 years of being your local bike shop. We are proudly commited to the communities we serve, and are always here to help you ENJOY YOUR RIDE.

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.

After 44 years of growing Wheel & Sprocket to be one of the most successful bike shops in the country, Chris Kegel passed away, but left behind quite a legacy.

Chris is a legend in the cycling industry, known for his cycling advocacy efforts locally, statewide and nationally. In his honor, the Chris Kegel Foundation stands to continue his life’s work by getting more people on bikes, creating cycling leaders, and supporting bicycle infrastructure projects. Learn More at www.chriskegel.com.  

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The Bike Shop Today

Today, our Wheel & Sprocket brand has extended its reach to four stores in the Metro-Milwaukee area, two in the Fox Valley, one in Middleton, and two in the Chicago, IL. suburbs of Evanston and Oak Park. 

Even after 45 years, Wheel & Sprocket is family owned and operated by those who have a passion for cycling. Chris’ four kids are still involved in the business. Noel Kegel and Amelia Kegel are now the co-owners of Wheel & Sprocket and have a goal to make their dad proud. Wheel & Sprocket continues to grow and serve its’ cycling communities.

Riding & Giving Back

At Wheel & Sprocket, we do more than just sell bikes. 

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. 

We believe that bikes make the world a better place, so we want to make the world a better place for bikes.

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,  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%.