Clearance Clarence


Bike Federation Magazine

Thank you to Wisconsin Bike Fed for their coverage of BicycleWise and Sotherland Bicycles in their most recent editon of Wisconsin Bike Fed Magazine. You can read a copy here.

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Giant Drops Prices

It has just become easier to purchase a top quality, professionally assembled bicycle from BicycleWise. Giant released a significant price drop on its 30 most popular models.

Whether you're a casual or experienced rider we're excited that it is now easier than ever for people to get on a quality bicycle that is properly sized and suited for your riding needs.

These aren't discount-store bicycles. These are the same quality bicycles we've always carried. And, like always, our newly assembled bicycles come with one-year of free service and adjustments.

Stop in the store or visit Giant's web site for more information.

We're excited to announce:

Proudly Serving Colectivo Coffee

For well-tuned cup of coffee and an excuse to sit in the greenhouse, stop in and enjoy a cup or take one for the road.

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
Fall Hours Now in Effect
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
CLSD - CLSD CLSD - CLSD 10 - 5 10 - 5 10 - 5 10 - 4 9 - 2
BicycleWise named one of America's Best Bike Shops 2014
Proudly serving Colectivo Coffee
2014 Bike Shop Award
Sotherland Custom Bicycles Logo
Wisconsin Built
Buy Back Program
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