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Wheel & Sprocket expands to nine locations with new store in Wisconsin

Published November 14, 2017
The Milwaukee retailer has purchased the assets and inventory of Middleton Cycle.

MIDDLETON, Wis. (BRAIN) — Wheel & Sprocket has purchased the assets and inventory of Middleton Cycle from its longtime owner, Dan Fass, and will reopen the store as Wheel & Sprocket's ninth location.

The 5,200-square-foot bike shop is located at 6641 University Avenue in Middleton, a suburb of Madison. The store will mark its last day of business on Sunday, Nov. 26 and then undergo an interior and exterior remodel and reopen in the spring. Fass will continue to own the real estate and the two companies have agreed to a five-year lease.

"We're excited to be coming to Middleton," said Noel Kegel, the president of Wheel & Sprocket. "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."

Amelia Kegel, the co-owner of Wheel & Sprocet, said, "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, "I had many options of who to do business with in this space. 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 most importantly will take care of the bicycle community I've had the pleasure to serve for the past 45 years." Fass said. 

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