Wheel & Sprocket Brookfield Store Gears up With Expanded Space

Jon Sison admits, it's been a tough season to envision biking outdoors in Wisconsin, but with a grand reopening and long-overdue warm weather in the forecast the assistant manager of Wheel & Sprocket is excited about the future of the business.

"It's definitely a seasonal business, there's no way around it, but with the expansion of the store, we're getting the customers to realize (biking) is a year-round sport," Sison explained.

Expanded space, expanded inventory

With the renovation that began in mid-December, the store took over an additional 4,400 square feet, formerly the Mike Crivello's and and Aurora Pharmacy. As construction wound up in March, the store now features about 20 to 40 percent more inventory on the floor, which helps avoid the "out of sight, out of mind" pitfall.

"The increase in space also gives the customer an increase in awareness of what products are out there for the sport," Sison explained. 

Just "what's out there" is a bit mind-boggling as you take a lap through the store:

• Helmets - an evolving piece of equipment, according to Sison. Materials and fitting adjustment have meant better comfort and safety, and ultimately mean more people will wear them.
• Lights - Sison said the question he asks riders looking for lights is whether they want to be seen or they want to see. Flashing lights designed for better visibility by motorists even during the day, as well as constant-beam lights for night riding are part of the choices, and are generally solar powered to eliminate the need for batteries.
• Saddles - again, how do you ride? Forward for racing or more upright for leisure will dictate the style and size. Bigger isn't always better, and customers can consult with an associate to "test sit" before they buy.
• Cameras - save the ride, or stream it live to your Facebook page, with a mounted camera. Some models also allow you to upload the journey for indoor workouts, so the trip you took in spring in the Rockies can be replayed on your TV in January while working out in your livingroom.

Rider, bike get equal attention

The service department is usually what gets busier as the temperatures get colder, so the area received an upgrade to better accommodate incoming cycles needing maintenance or repair. Sison said there will also be a television to entertain customers while they're waiting to pick up.

The store's expanded space will also be used to present classes, as well as work individually with customers who are serious about competitive cycling.

John Huenink, a bicycle fit expert, schedules sessions that take approximately two hours with customers. The bike as well as the rider undergo rigorous inspection and analysis to help point out areas for improvement, including a thorough inspection of the bike, as well as a video review of the rider on the bike.

Remembering its local roots

The store's renovation will also include an homage to local artists and photographers with of course cycling as their subject. 

"The first store opened in Hales Corners, with Chris Kegel working there as a manager," Sison explained. "He eventually became a partner and then owner of the business, and we thought it would be a great addition to feature work of local artists."

The stores grand reopening will begin with a ribbon cutting at 3 p.m. on Friday with the Greater Brookfield Chamber of Commerce and various presentations in the evening on Milwaukee's Bike Share, the art gallery, and Trek Travel.

Saturday features maintenance seminars including how to fix a flat, shifting and brakes, and the ABCs of maintenance; Sunday will feature a 5-8 mile ride beginning at the store at 10:30 a.m.