Wheel & Sprocket is kicking off its 10th annual Chris’ Slow Roll, a free, family-friendly 10-mile bike ride along Milwaukee’s lakefront honoring their late father. The ride brings together 1,000 cyclists of all ages and abilities and takes place Sunday, September 21. “It is a free, family-friendly celebration of everything we love about biking and community,” the family says. Free shirt, free brat, free beer—so much fun.
Since 1973, Wheel & Sprocket has grown from a small bike shop in Hales Corners into one of the largest independent bicycle retailers in the country, with 10 locations across Wisconsin and Illinois and a strong online presence.
At the heart of it all is a family legacy. Founded by Chris Kegel, a beloved figure in Milwaukee’s cycling scene, the shop faced an uncertain future when Chris passed away in 2017. “Whenever a charismatic founder leaves a business overnight, there are rumblings,” the Kegel siblings explain. “It was a time of reckoning, and we decided that W&S needed to continue.”
Continue it did, growing stronger through Midwest winters and the turbulence of COVID. “During COVID, we saw the largest boom and interest in bikes in our lifetime. The years following were some of our hardest due to inventory and product uncertainty. Throughout it all, riding bikes keeps us sane. Sometimes all you can do is… enjoy your ride.”
More Than a Bike Shop
Wheel & Sprocket sells bikes, but the mission is bigger. “We absolutely want to be the best bike shop in town, but just selling bikes is not good enough. We need to make sure people have reasons and places to ride bikes.”
Chris Kegel lived that philosophy through advocacy boards, and today his children carry it forward. “Where there is a Wheel & Sprocket, the bike community improves, and the whole community becomes a better place to live.”
Small Business, Big City Love
Despite its growth, Wheel & Sprocket remains proudly Milwaukee. “The Milwaukee community is a wonderful space to run a small business. We are small enough to have real connections. The network of people trying to do right by our city is impressive.”
All four Kegel siblings eventually returned after time away. “We love Milwaukee for the nature, the community, the biking… all of it. It feels like home, because it is home.”
A Legacy on Two Wheels
Wheel & Sprocket is not just a shop. It is a reminder of what can happen when passion, perseverance, and community come together. “Bikes are different things to different people, but the common theme is freedom. The joy, empowerment, fun, and connection you feel when you ride a bike… that is what we are here to share.”
Life is short. Enjoy your ride.