Wheel & Sprocket expands to nine locations with new location in Wisconsin

By Stephen Frothingham

The Milwaukee retailer has purchased the assets and inventory of Middleton Cycle.

MIDDLETON, Wis. (BRAIN) — Wheel & Sprocket has purchased the assets and inventory of Middleton Cycle from its long-time owner, Dan Fass, and will re-open the store as Wheel & Sprocket’s ninth location.

The 5,200 square foot bike shop is located at 6641 University Avenue in Middleton, a suburb of Madison. The store will mark its last day of business on Sunday, Nov. 26 and then undergo an interior and exterior remodel and reopen in the spring. Fass will continue to own the real estate and the two companies have agreed to a 5-year lease.

“We’re excited to be coming to Middleton,” said Noel Kegel, the president of Wheel & Sprocket. “We believe in sharing the power of bicycling with everyone, whatever their ability or motivation. We hope to inspire many more people to ride and to help make Middleton and Greater Madison even more bicycle friendly.”

Amelia Kegel, the co-owner of Wheel & Sprocet, said, “We are committed to supporting the local bicycle community by delivering compelling products, through bicycle advocacy, education and partnering with statewide organizations to put on great events.”

Fass said, “I had many options of who to …read more

Via:: Bicycle Retailer and Industry News