John Sotherland is one of the most accomplished steel frame-builders you’ve never heard of — but now you have the chance to experience his frames first-hand. Because of John’s craftsmanship, shaped and honed through quality work at Rivendell, Paramount, and Waterford, more than 5,000 of his frames have tested the road.

With Sotherland Custom Bicycles, John is bringing this expertise to the market under his own brand name, producing a limited number of custom steel bikes from his workshop in rural Wisconsin.

High-performance road machines, light and rugged cyclocross bikes, and durable, comfortable touring bikes. Bicycles that reflect you, are an extension of you, and offer a complete transformation of cycling enjoyment.

A bike that will make you supremely happy.

Mailing List

Sign up for the Sotherland mailing list here. We promise not to fill your in-box, but we’ll keep in touch.


February 2018

Sotherland Custom Bicycles will be hosting an After Hours Open House on Saturday February 24th

John will share his building process and discuss all things bicycles. He will also be inviting a few people into the back to experience brazing. We hope you’ll join us for food and refreshments and a conversation about bicycles.

November 2016

We’ve placed a few videos on YouTube, including Sotherland and Fink using the torch and two interviews with John.

November 2016

To celebrate one-on-one frame building, Sotherland Custom is hosting a After-Hours Launch Event at BicycleWise & Sports Fitness.   John won’t be wrenching or selling.  Instead he will be available to answer questions, discuss the process and the other bikes he’s built and generally hang out and talk bicycles in a casual environment.  Peter Jourdain will be giving a presentation on British bicycles and will have a few of his bikes on display.

So please stop by, have a beverage and let’s talk bikes!

August 2016

 Oops!  We did it again.  We are proud to report that we have received the America’s Best Bike Shops award for 2016.

July 2016

It is exciting to announce that in addition to building custom bicycles, John is now offering a frame building class during the off-season. Slots will be available beginning in November of 2016. It will take place in the frame shop at BicycleWise and while it won’t make you a professional bicycle frame builder it will be an exciting learning experience and an opportunity to have a hand in designing and building your own custom bicycle.

We will have more information as the details develop, but if you’re interested you can certainly give John a call (262-473-4730) or stop by the shop to discuss it with him. Several of the bikes he’s built are available in the shop for viewing and test riding.

August 2015

John’s Shop, BicycleWise, named one of America’s Best Bike Shops for 2015, making it two consecutive years. You can read about it here.

July 2014

Sotherland Custom Bicycles and BicycleWise are featured in the July edition of Wisconsin Bike Federation Magazine. You can read the PDF here.

February 9, 2013

Wisconsin Trails covers John Sotherland and other Wisconsin custom frame builders.

October 11, 2012

Emmy Fink the Discover Wisconsin crew stopped by BicycleWise today so Emmy could ride the bike John build for the show.  Emmy, John and a group of Sotherland riders taped the ride for an upcoming show.

September 19, 2012

Around the Corner with John McGivern from Milwaukee Public Television interviewed Liz and John regarding Sotherland Bikes.  The segment is expected to be aired early next year.  We’ll post more information when we get the details.

July 18, 2012

Emmy Fink and the Discover Wisconsin crew visited the shop to learn about Sotherland Custom Bicycles and tape for an airing in the spring.   We’ll have photos of the shoot on Facebook  and you might even catch a glimpse of Emmy Fink tacking a frame and riding off on a new Sotherland when the show is aired.

March 10, 2012

You can now follow Sotherlandbikes on Facebook.

May 4, 2011

Sotherlandbikes will exhibit at the Heartland Velo Show August 27th and 28th, 2011 in Madison, Wisconsin!

Feb 19, 2011

The Wisconsin State Journal covers the introduction of Sotherland Custom Bicycles!