Thursday, October 1, 2026
In 1973, in the heart of Hales Corners, Wisconsin, a small bike shop opened its doors with a simple yet powerful mission: to make cycling accessible and enjoyable for everyone. That small storefront would become Wheel & Sprocket, now one of the most respected and community-driven bicycle retailers in the country.
Behind this transformation was a visionary: Chris Kegel. What began as a part-time mechanic job for a young Kegel soon evolved into a lifelong mission to connect people to the joy of cycling. When Chris assumed ownership of the shop from founder Frank Tamel in 1989, he did not merely acquire a business, he obtained a platform to create something truly significant. From its humble beginnings, Wheel & Sprocket has expanded into a ten-store operation. Parallel to the growth of Trek bicycles, both businesses have developed concurrently, leading to Wheel and Sprocket becoming the largest independent Trek retailer globally. The company now boasts multiple locations across Wisconsin and Illinois, including Appleton, Bay View, Brookfield, Delafield, Fox Point, Franklin, Middleton, Oak Park, Park Ridge, and Evanston.
Wheel & Sprocket is a full-service bicycle shop offering a variety of products and services for riders of all levels. Customers can find bicycles for different ages and abilities, including road bikes, mountain bikes, electric bikes (e-bikes), hybrids, gravel bikes, and kids’ bikes both in-store and online. The store provides bike fittings, comprehensive repair and maintenance services from certified mechanics, and cycling apparel such as winter gear, helmets, shoes, and accessories. Additionally, it offers bike racks, child trailers, and storage solutions for transportation and lifestyle integration, along with used bikes and trade-in options for affordable and sustainable choices.
Amelia Kegel and her brother Noel co-own Wheel & Sprocket. “We are bike generalists that offer all types of bicycles, something for everyone who wants to enjoy cycling,” Amelia explained. “We believe in not only selling bikes but also promoting safe riding environments. The world improves with an increasing number of cyclists.”
Growing up among bikes, all four children were involved in their family business from an early age. Picture toddlers waddling the shop which probably caused more chaos than progress. By age 16, if they weren’t busy with sports, they were shipped off north on weekends to provide support for bike rides—because, apparently, family bonding includes hauling spare tires and energy bars. “One of the family rules was if you wanted to attend college, you had to bike to that college,” Amelia shared, chuckling at the memory. Imagine this- Noel pedaling across borders to McGill University in Montreal while Amelia tackled the epic ride to UBC in British Columbia. The whole family saddled up for these cross-country adventures. Cycling wasn’t just a passion, it was a rite of passage, with every hill climbed serving as a reminder that life, like biking, is all about pushing forward.
Chris Kegel believed bikes could do more than move people—they could move communities. His leadership not only grew the business but helped shape Wisconsin’s cycling landscape. Kegel played a vital role in the development of bike trails like the Ozaukee Interurban Trail, Hank Aaron State Trail, and the Oak Leaf Trail, making outdoor exploration safer and more accessible. He also served nationally as Chair of the League of American Bicyclists, was a founding member of Bikes Belong (now People for Bikes), and a board member of both the International Mountain Bicycling Association (IMBA) and the National Bicycle Dealership Association (NBDA).
The Kegel family continues to uphold their legacy. Amelia serves as the Board Chairperson of Bike Fed, while Noel is a Board Member of Rails to Trails and Adventure Cycling, in addition to their involvement with various other organizations.
Chris was always passionate about community service. He and I were colleagues on the Governor’s State Trails Council with Chris representing cycling while I was the cross-country ski representative. STC’s role is to provide counsel to the legislature and DNR. Chris relayed his visions of cycling nirvana through charm and humor describing how biking bonds people with communities making them more connected. During one of our STC meeting commutes, Chris good-heartedly toyed with me by turning my seat heater on high. Chris had heated car seats before people were aware of this feature. I found myself uncomfortably warm, while Chris remained perfectly at ease, enjoying my evident confusion. Still unaware, I yelled “You gotta turn the heat down.” He chuckled and stated, “We have ways of making you people talk!” like a James Bond villain. He fessed up, and we laughed about it for years.
Chris’s advocacy extended beyond bikes—he supported the Juvenile Diabetes Research Foundation, the United Performing Arts Fund, and other organizations promoting health, education, and equity. In 2016, the State of Wisconsin honored his impact by declaring September 25 as Chris Kegel Day.
After Chris’s death in 2017, his children—Noel, Amelia, Julian and Tessa—took up the torch, guiding the business forward while staying true to its values. They also established the Chris Kegel Foundation, the nonprofit arm of Wheel & Sprocket, dedicated to supporting cycling initiatives, building better bike infrastructure, and inspiring people of all backgrounds to discover the power of a ride.
That mission comes to life each year at events like the Slow Roll Bike Ride & Celebration. On September 21, 2025, riders of all ages will take part in the 10th Annual Slow Roll, a free, family-friendly 10-mile ride along Milwaukee’s beautiful lakefront. The event starts and ends at the War Memorial, with a post-ride celebration at the Kegel Inn Beer Garden, courtesy of owner and Kegel family member Julian, a nod to the family’s legacy of hospitality. This supper-club-style restaurant has a rich history spanning over a century, dating back to the Prohibition era. Kegel’s Inn was opened in 1925 by Austrian immigrant John T. Kegel as a soft drink parlor with the bar gaining popularity as word spread that bootleg beer was being brewed in the property’s basement. It is listed in the National Register of Historic Places due to the Tudor Revival architecture.
From October 3 to 5, Wheel & Sprocket hosts the 8th annual 104-mile Tour De Chequamegon Ride on the scenic gravel roads of Wisconsin’s Northwood. It’s a journey through dense forests, uplands, and along remote lakes within the Chequamegon National Forest. This event is reputed to be the bikepacking ride that contributed to placing Wisconsin gravel on the map.
They also host one of the largest snow bike rides in the country with the 2026 date to be determined. Check out these and other events www.wheelandsprocket.com about/event-calendar-pg76.htm
Wheel & Sprocket is more than a store—it’s a community, a movement, and a tribute to the idea that bikes make life better. From beginner riders to seasoned cyclists, from snowy trails to city streets, the company’s purpose remains rooted in joy, inclusion, and service. Whether you’re picking out your first bike, gearing up for winter adventures, or joining your neighbors on the trail, Wheel & Sprocket can help make that happen. Visit their website at www.wheelandsprocket.com
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