Labor Day Weekend Hours

BicycleWise will close at noon on Saturday September 5th for the Labor Day weekend.

We will re-open on Tuesday September 8th at 10am.

Changing Gears Exhibit

Wisconsin Historical Museum

The Wisconsin Historical Museum in Madison is running an exhibit on the history of cycling in Wisconsin. The exhibit, "Shifting Gears: A Cyclical History of Badger Bicycling" runs through October 10th 2015.

Sotherland Custom Bicycles encourages you to see the exhibit and is proud to have a bicycle on display. A day of riding in Madison and a visit to the museum sounds like an ideal day to us.

Around the Corner

Around the Corner with John McGivern released the Whitewater episode which includes a visit to BicycleWise. You can see the show online here.

Wisconsin Bike Builders

Wisconsin Trails covers frame building in Wisconsin this month. To learn a bit about John's philosophy and Sotherland Bikes you can read the story here.

Be Wise & Subscribe

BicycleWise is happy to announce two newsletters for our customers.

News and Promotions

Events and Activities

Wisconsin Built

BicycleWise has always been proud to be your locally-owned, Wisconsin bicycle shop.

This makes it exciting to announce that we now carry three world-class brands - all built right here in Wisconsin. Sotherland Custom bikes is our own premier brand built in Whitewater. In addition, we offer Gunnar semi- custom and Waterford custom bicycles from Waterford Precision Cycles located in Waterford Wisconsin.

Why we team with Giant

win with giant

Top Two Reasons to Ride

Creating the Top Ten Reasons to Ride was starting to feel like work so in order to save everyone the trouble, the staff at has narrowed it to two. If you are short on time, you can skip to the end of the list.

  • Riding is good for your health
  • Riding is great fun
BicycleWise named America\\\'s Best Bike Shops 2014 & 2015
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
11 - 2 CLSD - CLSD 10 - 6 10 - 6 10 - 6 10 - 5 9 - 3
We change flats while you wait!
Proudly serving Colectivo Coffee
2015 Bike Shop Award
Sotherland Custom Bicycles Logo
Buy Back Program
People For Bikes Logo