Wheel & Sprocket

Ownership

Wheel & Sprocket is family-owned by second generation owners Noel Kegel and Amelia Kegel (along with sibling Tessa), with roots tracing to founder Chris Kegel who has owned the shop since 1989. While headquartered in Milwaukee rather than Madison, the business remains independent and family-controlled.

Local Sourcing

The company carries diverse brands across product categories rather than relying heavily on any single supplier, offering "the best of the best of each product category by brand". However, no specific information about local or regional Wisconsin sourcing was found in available sources.

Community Involvement

Wheel & Sprocket is committed to local communities through partnerships, sponsorships, and event support, and has been proudly supporting local and regional rides and events for over forty years. The Chris Kegel Foundation hosts an annual free family-friendly bike ride bringing 1000 people together.

Local Workforce

Wheel and Sprocket has an employee rating of 4.4 out of 5 stars based on 23 company reviews on Glassdoor, and 91% of employees would recommend working there to a friend. Employees rated the company 4.8 for culture and values.

Revenue Retention

Wheel & Sprocket had annual revenue of $51.7 million in 2026, but the business operates as a multi-location chain across Wisconsin and Illinois with significant online sales, making it unclear how much revenue specifically stays within the Madison-area community or Wisconsin.

Local Presence

The website exhibits strong corporate signals including multi-location store selector (10+ locations across Wisconsin and Illinois), franchise-style template structure, corporate boilerplate copy ('family owned and operated since 1973' with mission statement), and heavy corporate branding (Trek partnerships, corporate services). Local signals are minimal—no owner/staff names, no Madison-specific references, and no personality-driven copy distinguishing this location.