America’s Best

America's Best Bike Shops 2014 logoBicycleWise & Sports Fitness of Whitewater WI has been named one of America’s Best Bike Shops for 2014,2015, and 2016 by the National Bicycle Dealers Association.

The NBDA’s America’s Best Bike Shops program is designed to identify and reward bicycle stores in North America against the highest performance standards in the industry.

There are approximately 4,000 bike shops in the United States, and fewer than 300 were chosen to be named “America’s Best.” BicycleWise is one of 6 shops in Wisconsin named “America’s Best.”

The shops were asked to fill out a detailed application describing what sets them apart from the average store. Mystery shoppers by an outside company evaluated the businesses in more detail by visiting the stores, reviewing their website, and contacting the shops by phone to assess the performance from a consumer’s perspective. Applicants are awarded points based on the application and shopping results, with only the highest performers being selected.

During the application process, heart-warming stories came in from all over the country of shops that donate bicycles to children, work to find safe routes to schools, build bike trails and organize free rides to get people outside and help them maintain a healthy lifestyle.

The program is designed to help consumers find great stores in their areas that will provide the expertise and professionalism they need to get the most benefit from cycling.

The recipients of the America’s Best Bike Shops title not only offer great shopping experiences, but are also rated on their support for their communities, as well as support for bicycle advocacy both locally and nationally. An awards banquet will be held during the International Bike Show in Las Vegas for the selected shops.

BicycleWise & Sports Fitness is a local bike shop owned and operated by Liz and John Sotherland and is also home to Sotherland Custom Bicycles, which produces custom bikes by master frame builder John Sotherland. BicycleWise & Sotherland Custom Bicycles is located at 1155 W. Main Street, Whitewater Wisconsin. To learn more check out and


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