Wheel & Sprocket Adds Madison Market Location With Purchase of Fitchburg Cycles

FITCHBURG, Wis. (BRAIN) – Wheel & Sprocket of Milwaukee will have two locations in the Madison area with the acquisition of Fitchburg Cycles from longtime owner Edwin Benet.

Fitchburg Cycles, a 7,000 square foot bicycle store, will mark its last day of business on June 30. It will reopen as Wheel & Sprocket on July 7.

“We are thrilled to come to Fitchburg,” said Noel Kegel, President of Wheel & Sprocket. “We believe in sharing the power of bicycles for everyone, regardless of ability or ambition. We hope to inspire many more people to ride and help make Fitchburg and greater Madison even more bike-friendly.

Amelia Kegel, co-owner of Wheel & Sprocket, said: “We are committed to supporting the local cycling community by providing great products and services, continuing with greater bicycle advocacy and education, and partnering with organizations local and national to organize big events.”

Benet said: “As owner of Fitchburg Cycles, I am thrilled to partner with Wheel & Sprocket to grow the business I started nearly a decade ago: to provide our community with the best products and bicycle services. This merger is great for our customers, our community, and everyone associated with our store. Congratulations to Wheel & Sprocket for their commitment to Fitchburg and cycling!”

The Fitchburg store will be Wheel & Sprocket’s 12th location. In 2017, it added its first store in the Madison area when it acquired Middleton Cycle from longtime owner Dan Fass.

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