We are more than just a bike store –
We are a lifestyle.

We are a full-service bicycle store and so much more! We have a full gym with clean showers and a locker room. We offer personal trainers, a massage therapist, yoga classes, and employee-led daily group bike rides around Lake Country for any level of rider. You can also venture into our brand new, state-of-the-art indoor cycling studio to enjoy year-round riding. After your workout, feel free to stop by the HandleBar, VéloCity’s own instore libation station, proudly serving local and regional craft beers, ciders, seltzers, soft drinks, and pizza. 

We are located on Wisconsin Avenue in downtown Pewaukee, right across the street from beautiful Pewaukee Lake.  Our glass garage doors allow you to experience gorgeous sunsets over the water.  We offer an amazing atmosphere to relax or workout or both. Highway 16 and Capitol Drive provide easy access to our store, and our large parking lot makes us the perfect place to begin and end your cycling forays into Lake Country.  We hope to see you soon!

Mission Statement

We are a friendly, knowledgeable gathering place that prioritizes the needs of the modern-day cyclist. We are committed to supporting the local community, the sport of cycling, and a healthy lifestyle. Ride, Train, Feel Good.

Our Core Beliefs

  • To live the life we are promoting.
  • To listen to people’s needs and concerns, to help them find a way to enjoy life more.

Our Ideal Customer

We welcome any person looking to pursue a healthy lifestyle through cycling and fitness, hang out with old friends, meet new friends, or enjoy delicious beer. Whether you are an experienced rider or are just getting started, we can help you on your cycling journey.


Attitude comes first; we hire people who smile more than frown, who enjoy putting others first, and who believe in what VéloCity has to offer. We also understand the need for diversity. At VéloCity you will find employees of all ages, all riding abilities, from casual family riders to elite racers, and all skill sets, from master mechanics to experienced bartenders. All these unique individuals are eager to serve you.

Why the Name VéloCity? 

It is a combination of two words, “Vélo” and “City”.

We use “Vélo” because even though we engage in a wide range of activities, such as yoga and cross-country skiing, our main retail focus is selling and servicing all types of bikes.

Vélo means bicycle, from the Anglicized French word “vélocipède”: a lightweight wheeled vehicle propelled by the rider.

The predecessor of the pedal bicycle was a two-wheeled vehicle that was propelled with the feet while seated. It was patented in 1818 in Germany, and its name, Laufmaschine, (“running machine”) was translated into French as vélocipède (from the Latin roots meaning “swift” and “foot”). In English, this contraption was known as the dandy horse or the hobbyhorse.

Velocipede became a term in English for any wheeled vehicle propelled by the rider, including early bicycles. In French, it became the term used for the improved pedal-powered version designed in the mid-1800s. This was shortened to vélo to become their modern word for “bicycle.”

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Cyclist on Michaux velocipede, 1868

A “city” is typically a center of trade and commerce which contains the resources necessary to meet your physical, educational, or emotional needs. Cities are also places of vibrant community and bustling activity.  VéloCity wants to be the place (city) to meet your various healthy lifestyle needs, as well as your place of community and activity.

The VéloCity “city” offers:

  • Specialized bicycles, athletic clothing, and a wide variety of bike parts and accessories
  • Service on all makes and models of bicycles
  • Year-round fitness classes and bike rides (both indoors and out)
  • Strength training options
  • Yoga classes
  • Regular educational clinics which utilize both guest speakers and our trained employees.
  • Training on proper riding techniques
  • State-of-the-art bike fitting using the Specialized “Retül” system
  • Professional footbed fittings to help you work out or ride pain-free
  • Healthy and delicious food and drink options.
  • Proper nutrition tailored to your level and type of activity
  • Sports massages

Following a rewarding workout, you can rest your mind by socializing with friends over a locally crafted beer or a fresh cup of coffee while watching the sunset over the lake! After all, the VéloCity “city” exists to help you find joy and stay healthy!

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VéloCity is much more than just a place to buy a wide variety of bikes for your entire family and have all your bikes serviced. VéloCity’s goal is to give you a fun experience. We want you to have a home where you not just buy a bike, but use your bike, get fit, and have fun while hanging out with or meeting new like-minded friends.


  • 203 W. Wisconsin Ave
  • Pewaukee, WI 53072
  • Phone (262) 695-RIDE(7433)

Store Hours

Monday – Friday: 10am – 7pm
Saturday: 10am – 5pm
Sunday: Noon – 4pm

Contact Us


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