The Wheel & Sprocket bike shop opened for business in 1973 in a strip mall in Hales Corners, Wisconsin. Since then, they've grown to ten locations in four metro areas and have become one of the most respected independent bike shops in the country. In 2020, after an exhaustive search for a building to house their headquarters, among other things, their new headquarters opened in Bay View in an iconic building that went through an extensive renovation. Their new building could be considered a mecca for bike enthusiasts.
Owner Noel Kegel graciously sent us more on the story of finding, building and opening their amazing new home, and as you'll see, it
's much more than just a "headquarters." WBD was proud to be a partner in helping to finance their Bay View building.
"More than just being a retailer, Wheel & Sprocket has long been involved in supporting the community through events, and being advocates for more and safer infrastructure working with partners at the local, state, and federal levels. For nearly 50 years, Hales Corners had served as the company’s home office and operational base.
With the changing retail landscape, and evolving operational needs, in 2012, Wheel & Sprocket began what would be a five-year search for a new home. The goal was to find a site that not only had the physical space requirements, but also had to be visible, had to be accessible to people on bikes, and had to be compatible with the eclectic, authentic nature of Wheel & Sprocket within the community.
These unique needs led to what seemed like an endless number of site tours in various neighborhoods throughout Milwaukee. The team sifted through opportunities in the Menomonee Valley, Walker’s Point, Bay View, and the Third Ward, but nothing felt quite right. The perfect match was elusive, but as a result of one site being sold out from under us, the team stumbled upon a hapless, overlooked industrial building at the northern rim of Bay View at 187 East Becher Street.
Though not much to look at from the outside, upon entering the building, the charm and character of a 100-year-old foundry immediately resonated with our team. Beneath the old faded steel siding lay a structure built with cream city brick, riveted steel columns, and trusses. A 10-ton, hulking overhead P&H crane sat idle, but captured our imagination. The soaring steel-sash windows had been covered by siding, the guts of the crane pulled out long ago, and a thick layer of grime covered everything. The northern third of the building had been converted into office space some decades ago, but was tired and outdated.
The potential was evident immediately, with a thirty-foot ceiling, and 10,000 sq feet of uninterrupted space, it was easy to envision breathing new life into this industrial relic. This would be more than just a bike shop; this would be a monumental undertaking—with the vision of becoming one of the most unique and iconic bike shops in the country.
After officially closing on the site, it took over a year to assemble plans, permits, and financing. In particular, we found excellent partners in WBD and Milwaukee Economic Development Corporation (MEDC) who each took a portion of the debt. This was a complex project and it was only with their support was this vision able to proceed.
By spring of 2019, work was ready to begin. Old buildings keep many secrets; and this building was no exception. Years of neglect, water damage, and deferred maintenance meant every square inch of the building needed attention. Old railroad tracks, underground fuel tanks, contaminated soils, crumbling brickwork, and untrue walls were among the many issues uncovered along the way. Aside from the brick and steel structural skeleton, every building system is new or updated: electrical, plumbing, HVAC, roof, windows, insulation, wall framing, cladding, concrete, sitework- the building is unrecognizable from its former state.
With 30’ ceilings, the building could support two stories, doubling the square footage allowing not only more space, but also helped to bring the construction budget per square foot within reason.
It became clear that knocking the building down and starting fresh would have been cheaper and easier; however, this piece of Milwaukee’s industrial heritage needed to be saved from the wrecking ball. We believe we’ve struck a balance between history and innovation, preserving the character of the space while adapting it for use as a hub for the bike community.
Calling the new Wheel & Sprocket headquarters just a bike shop would be selling it a bit short. The new space serves as so much more as it provides a hub for the broader bike community. Proof of this can be found as soon as you walk in and see the Joy Ride Café where the community can grab coffee, craft beers, and food with all profits benefiting the Chris Kegel Foundation, a local non-profit investing in local bike projects. The building is also home to the Wisconsin Bike Federation, a state-wide advocacy and education non-profit, and Rails-to-Trails Conservancy, a D.C.-based non-profit dedicated to building a network of trails in southeast Wisconsin. In addition, there is a large community space that is open to be used for meetings, concerts, fundraisers, and other events.
Housing head office operations, serving as a non-profit hub, a community focal point, a great place to grab a beer, and a world class, state-of-the-art bike shop. Wheel & Sprocket’s new headquarters in the City of Milwaukee has already been recognized within the industry as a truly iconic endeavor and a must-see for anyone who likes bikes."
Thank you Noel! For all of our readers, please go to https://www.wheelandsprocket.com/ for more information and to find out where a Wheel & Sprocket location is nearest you. And make sure to support your local small businesses!
