Wheel & Sprocket plans to expand into Madison market
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.