Is Bicycle Wise still open for business?

Bicycle Wise is closing later in 2025. The shop is no longer accepting repairs after November 15th, 2025, and is conducting a final sale with significant discounts on remaining inventory.

What makes Bicycle Wise distinctive as a shop?

Bicycle Wise is home to Sotherland Custom, making it one of very few bike shops operated by a custom frame builder. The shop has been serving cyclists in the region for 25 years and has received America's Best Bike Shops award multiple times.

Does Bicycle Wise offer custom frame building?

Yes. Sotherland Custom operates from the shop, and Bicycle Wise offers custom-built frames as part of its core services.

What should customers know about repair services at Bicycle Wise?

The shop is no longer accepting new repairs as of November 15th, 2025, due to the business closure. Customers should contact the shop directly at (262) 473-4730 for any urgent service needs before that date.

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UnverifiedListed by 2 sourcesCraftsmanship & classic

Bicycle Wise

Whitewater, Wisconsin

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About

Bicycle Wise operated for 25 years in Whitewater, Wisconsin, and is closing November 15th, 2025. The shop was home to Sotherland Custom, one of very few bike shops operated by a custom frame builder. It carried Giant bicycles and accessories, and held inventory ranging from Waterford, Schwinn, Trek, and Sotherland custom builds to recumbents and vintage steel road frames.