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Wheel & Sprocket adds location in Madison market with Fitchburg Cycles purchase

Published June 15, 2022

FITCHBURG, Wis. (BRAIN) — Milwaukee’s Wheel & Sprocket will have two locations in the Madison area with the acquisition of Fitchburg Cycles from its long-time owner Edwin Benet.

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

“We’re excited to be coming to Fitchburg,” said Noel Kegel, the president of Wheel & Sprocket. “We believe in sharing the power of Bikes for Everyone, whatever their ability or ambition. We hope to inspire many more people to ride and to help make Fitchburg and greater Madison  even more bicycle-friendly.” 

Amelia Kegel, co-owner of Wheel & Sprocket said, “we are committed to supporting the local bicycle community by delivering great products and services, following through with greater bicycle advocacy and education, and partnering with local and statewide organizations to put on great events.” 

Benet said, “as the owner of Fitchburg Cycles, I am thrilled to be partnering with Wheel & Sprocket to expand the business I started almost ten years ago: to offer our community the best bike products and services. This merger is great for our customers, our community, and everyone associated with our shop. Kudos to Wheel & Sprocket for their commitment to Fitchburg and to bicycling!”

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 its longtime owner, Dan Fass. 

Topics associated with this article: Mergers, Acquisitions & Investments

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