Early Blowout Prices!

Clearance Sale

We were too busy last fall to clear out inventory, so now's a great chance to save just as the riding season begins. Select helmets, riding gloves, winter base layers, and jerseys are marked from 35% to 70% off.

Giant Demo Event

Giant Demo_2017

Are you interested in test-riding a Giant road or mountain bike at the Kettle? Giant will have their 2017s there for you to test ride on Saturday May 20th. For more information click here or call the store for details.

Riding the Kettle

Trance 2

If you're looking at a bike for the Kettle Moraine Trails, we encourage you to take a look at the Trance. You can learn more at the Giant site. Or, better yet, test ride the Trance through the store or at Demo Day.

John's take on this bike is that they made a great bike even better. 2.8" tires can be used. It's has a highly tunable suspension that can be adjusted for different riders and terrain. The 6" of travel absorbs mistakes and the new upper shock trunnion increases the volume of shock.

Oops! We did it again!

2016 America's Best

We are proud to announce that we have just received 'America's Best Bike Shops' award from the National Bicycle Dealership Association for the third consecutive year. We appreciate this particular award because it allows us a chance to acknowledge the importance we place on your experience with us.

Whether you are looking for a new bike, service on your current bike, gear for your ride, or a good cup of coffee, we're working hard to make that experience - and your ride, a great one.

Now, enough about that - get outside and play!

Now Serving


A freshly brewed cup of Colectivo coffee is now available at BicycleWise. Get it to go or sit a spell in the seating area we've opened up for the winter months. If you like it fresh at home we also have packages available.

And if you want it crazy fresh at home, let us know. We can include your package of coffee in our weekly order. Just give us a call with what you'd like. You can then pick up your coffee that has been roasted just days before.

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 BicycleWise.com 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 Shop 2014,2015 & 2016!
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Join us for Giant Demos May 20th, John Muir!
Ride Guides are in & are FREE!
2015 Bike Shop Award
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