Wheel & Sprocket plans to ex­pand into Madi­son mar­ket

Milwaukee Journal Sentinel - - DEATH NOTICES - Paul Gores

Bi­cy­cle re­tailer Wheel & Sprocket said Tues­day it plans to ex­pand into the Madi­son mar­ket with the pur­chase of a bike shop in Mid­dle­ton.

Wheel & Sprocket said it has pur­chased the as­sets and in­ven­tory of Mid­dle­ton Cy­cle from long­time owner Dan Fass.

Mid­dle­ton Cy­cle’s 5,200-square-foot store at 6641 Univer­sity Ave. will close Nov. 26, un­dergo re­mod­el­ing and re­open next spring as Wheel & Sprocket’s ninth lo­ca­tion, the Mil­wau­kee-based com­pany said. Fass will con­tinue to own the prop­erty.

“We’re ex­cited to be com­ing to Mid­dle­ton,” Noel Kegel, co-owner and pres­i­dent of Wheel & Sprocket, said in a state­ment. “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.”

Said Amelia Kegel, co-owner of Wheel & Sprocket: “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 he had many op­tions for the prop­erty, but “in the end, I felt strongly that it should re­main a bi­cy­cle store.”

“I’ve cho­sen a part­ner in whom I have con­fi­dence, that will make me proud, and and most im­por­tantly, will take care of the bi­cy­cle com­mu­nity I’ve had the plea­sure to serve for the past 45 years,” Fass said in a state­ment an­nounc­ing the trans­ac­tion.

Wheel & Sprocket op­er­ates four stores in the metro Mil­wau­kee area, two stores in the Fox Val­ley and two stores in sub­ur­ban Chicago.

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