Our Holiday Sale is Here

Holiday Hours

BWise will be open every day through December 23rd. We will not be open December 24th this year as Liz is scheduled for knee replacement surgery.

We will be open December 30th and 31st from 9am - Noon. We will then re-open to seasonal hours on Saturday, January 10th.

Snowshoes and Trainers are Here

Don't let winter stop you from riding. With a new trainer from Giant you can use your bike indoors. We have a range of trainers that will keep you riding regardless of the weather. Not sure about indoor training? Bring in your bike and we'll mount it up so you can test ride and compare models.

Snowshoes and base layer clothing are also here. With a pair of snowshoes and the proper clothing there's really no reason not to get outside and play this winter.

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 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
Holiday Hours thru Dec 23rd...BWise will Not be open Dec. 24th
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
11 - 2 10 - 5 10 - 5 10 - 5 10 - 5 10 - 5 9 - 3
Happy Holidays
Proudly serving Colectivo Coffee
2014 Bike Shop Award
Sotherland Custom Bicycles Logo
Wisconsin Built
Buy Back Program
People For Bikes Logo