We are currently open for business! We're offering 1-on-1 phone consultations, contactless payment processing, curbside pickup and dropoff. Our website is constantly updated to let you know what we have in stock. We carry a wide range of bicycles including hybrid, off-road, commuter, triathlon, road, gravel, touring and power-assist e-bikes.
Popular brands like Trek, Giant, Liv, Felt, Moots, Waterford and Co-Motion are in stock. A wide range of clothing and accessories are also available. We have an experienced service department prepared to get you back on the road quickly.
Popular brands like Trek, Giant, Liv, Felt, Moots, Waterford and Co-Motion are in stock. A wide range of clothing and accessories are also available. We have an experienced service department prepared to get you back on the road quickly.
Services
We're passionate about bicycles. We believe that bikes offer a simple solution to many of our communities' complex problems. Bikes are great for your personal health and for the health of our environment. Bikes can help you save money on transportation, and bikes can provide you with endless miles of fun with your family and friends.
E-Caliber 9.6 is a carbon electric mountain bike that rides-and looks-like a traditional cross country bike. The compact Fazua drive system lets you do more of what you love with subtle, natural-feeling assist that doesn't overpower the physical and technical challenges of the trail. It's right for you if.
This bicycle was produced by hand in Waterloo, WI, using the same molds and techniques as the Madone 6.9 SSL of the same year. The bicycle uses Trek's proprietary OCLV 110 carbon fiber material for very light weight and impressive torsional strength. An aggressive geometry provides nimble handling and lightning-fast pedaling response, especially during uphill, out-of-the-saddle efforts.
Dual Sport 4 is the highest-performance hybrid bike in the lineup. Of all Dual Sport models, it has the most capability to take on the widest variety of terrain. The lightweight frame, 1x11 drivetrain, and higher quality fork with a remote suspension lockout make it the ultimate hybrid bike for on- and off-road adventures.
Designed for young riders looking to hit the dirt, trail, or bike park, this all-new, all-around shredder is built on a lightweight, super-strong aluminum frame and quick, responsive 24-inch wheels. With its quickness, durability, and lightweight feel, this reengineered STP helps young riders get rolling on trails, pump tracks, or bike park terrain.
Reviews (27)
Ken W.
Jan 22, 2022
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Great Store with lots of Bikes and Accessories. I flew from California to get a very rare bike here, Chris and Jake and everyone in the store were super helpful and packed the bike for shipping to California. This store is better than any in Southern California so Wisconsin should be proud.
Thank You
Thank You
Daniel Woodard
Jan 15, 2022
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Visiting the area and decided to visit this shop. First impression… great stock of bikes and accessories for your cycling needs. Also nice view of the lake right next to the shop.
In my opinion, customer service could use some improvement. Went in and there were plenty of people inside and thought “ wow lots of customers around here”… actually turns out they were mostly all employees. Just got looks but no acknowledgment or a simple hi from anyone 👋, oh well.
After sometime, I eventually had a guy who asked if I was doing ok. I must add that he was actually helping two other customers
In my opinion, customer service could use some improvement. Went in and there were plenty of people inside and thought “ wow lots of customers around here”… actually turns out they were mostly all employees. Just got looks but no acknowledgment or a simple hi from anyone 👋, oh well.
After sometime, I eventually had a guy who asked if I was doing ok. I must add that he was actually helping two other customers
K.
Jan 13, 2022
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Prices are fair. Mechanics are helpful. Process of buying a bike was straightforward. It would be nice if the salespeople asked what kind of riding a customer does before making assumptions. If you are a customer here I would take anything a salesperson says with a grain of salt and ask to speak to a mechanic if you have a critical question. I've had some conversations where a salesperson just made stuff up instead of saying "I don't know, let me find someone who does."
Thomas Huhti
Jan 11, 2022
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Michael Howe
Dec 05, 2021
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I brought a mountain bike in for a tune-up and picked up a bike I ordered online on 11/24/2021. Derrick immediately put the old bike on the stand and checked it out. He didn't upsell anything. He told me what needed replacement and what didn't. He answered all my questions and told me my bike was in much better shape than I thought it was. He also got the new bike I ordered out and gave it a few tweaks before I took it out the door. Kayla was super helpful with getting me on the road with my new bike. She explained everything that was included with the bike. She answered a couple questions I had
Pete Erickson
Nov 19, 2021
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Fantastic experience purchasing a new Trek mountain bike for my son. At a time when bikes are in somewhat short supply, it’s nice to have a shop with employees who know what they’re talking about, tell it to you straight, and otherwise try to make the experience as pleasant as possible. Thanks to Claire for her expertise. She was awesome, and worked with my son and I throughout the process. Will definitely return again.
Michelle Denning
Oct 27, 2021
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Tina M.
Oct 06, 2021
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I came in for some simple service on a cruiser - the tech was really great and fixed my issue right away. He headed to the counter with me to let the cashier know what to charge for service; she didn't bother to look up or actually listen, and rang me up for the wrong amount. I tried to clarify and she became unnecessarily hostile and rude. I tried to offer to find the tech to ask him to come over and clarify the service charge for her, but she left her register and aggressively blew past me. When she returned, she claimed she couldn't find the tech and acted as if I was trying to put
Shawn Mountgordon
Sep 11, 2021
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First of all they had the bike that I wanted in stock and right now that, in and of itself, is a lot. Along with that, the customer service was excellent. They didn't try to push me into buying anything but they did answer all of my questions and genuinely enjoyed chatting and helping me find the gear that's best for me. I wish this was my local bike shop but since they were the only store within 900 miles to have my bike in stock it was worth the two hour drive.
Mitchell G.
Aug 18, 2021
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Great fast help. But very VERY low quality tires and tubes at this location. Got a new 30$ tube (include 1minute for him to put it on). Only lasted 4 hours of riding around on Madison bike trails. Tube i had prior lasted almost a year/&half of heavy riding on mtb trails. I was thinking Mabye its my rim. But! Nope. Now new tube i bought online has already passed multiple days of riding and still holding!
Chandler Meyer
Aug 13, 2021
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The staff was very personable. The woman that was helping me, although she was very busy, she was very nice. I came to the shop on an evening in the summertime, when its usually quite busy. If you come at a less busy time I imagine the stuff will be able to be even more attentive. One of the mechanics took time to come over and see if I needed help. When I asked him some questions about maintaining my new bike, he was very helpful! I am also very happy with the bike that was recommended to me.
Dustin Jacqmin
Jul 21, 2021
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I had a great experience at Machinery Row Bicycles. I worked with Claire to pick out my first road bike. She was very knowledgeable about the bicycles I was interested in and was very helpful in understanding the pros and cons of the options I was considering. The store is right on a bike path, so there is a safe place to take a test ride.
The store had a great selection of bikes and accessories. I didn't have any trouble finding the sizes I needed for the equipment I picked up (bike, helmet, shoes, etc.). Before I left, the mechanic evaluated the bike I selected and optimized the shifting. Loving
The store had a great selection of bikes and accessories. I didn't have any trouble finding the sizes I needed for the equipment I picked up (bike, helmet, shoes, etc.). Before I left, the mechanic evaluated the bike I selected and optimized the shifting. Loving
Joshua M.
Jun 03, 2021
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Great product selection and service center. The guy who sold my my bike, and the guy I brought my girlfriend's bike into for service where great. The guy who helped check out our bike after service was not very motivated and kind of dismissive to our questions. However, one poor experience will not change the fact that you all are awesome! Never had better service at a bike shop. Being a bigger guy, I often get treated different when I go into a bike shop or similar active lifestyle store but did not at all have that experience with your team. Thank you!
Ann C.
May 02, 2021
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The mechanics here rock! They try so hard to get everyone's bikes fixed as quickly as possible. Today I brought in my bike and Nate got right to work on it. He is constantly interrupted with other bikes being brought in but he is pleasant, laid back, and an expert on bike repairs. Thanks Nate! So glad I bought my bike at Machinery Row.
Megan M.
Jul 17, 2020
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Mj D.
Jul 10, 2020
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J. Isaac G.
Oct 22, 2019
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Good shop - some services seem expensive, but I am broke/cheap! They really really helped out getting my bike at least road-ready for a pretty dang reasonable price for parts and labor. Really friendly and helpful folks, iconic location, endless selection of awesome stuff. Would love a shopping spree there :) Glad to live in the same town that has this bike shop.
Lori S.
Sep 18, 2019
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Machinery Row Bicycles was a life saver for me!!! I flew in from San Diego for the Ironman race and my Argon E119 Tri+ bike was having Di2 issues, it would nit shift to the big ring. To make matters worse it was the day before bike drop off. I called around some local bike shops and they were booked out or did not know how to fix high performance bike. I came across Machinery Row and Colin said bring it on in! I was ecstatic!! I brought my bike in and they were swamped! But they prepared for the Ironman being in town. They don't schedule any appointments two days before the race from what
Paul M.
Aug 27, 2019
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Lakshya G.
Jun 09, 2019
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Case of Business done in bad faith - and reading other reviews apparently it's a common problem here for the staff to not own upto their mistakes.
Rented a bike from this place for someone else. I know nothing about bikes so the gentleman on the phone signed us up for an expensive option and gave no quote. No receipt was provided either. Later the friend informed me that she was charged a hundred bucks for one day rental - more for a bike than for a rental car. When I returned the bike, I voiced these concerns and while the staff was friendly, the excuses made were inacceptable. Apparently
Rented a bike from this place for someone else. I know nothing about bikes so the gentleman on the phone signed us up for an expensive option and gave no quote. No receipt was provided either. Later the friend informed me that she was charged a hundred bucks for one day rental - more for a bike than for a rental car. When I returned the bike, I voiced these concerns and while the staff was friendly, the excuses made were inacceptable. Apparently
Matt W.
Apr 05, 2019
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Great location on the Lake Monona bike path, so I often by to take advantage of the free air pump outside the store. When I take my bike in for tune-ups, the repair staff has done a terrific job getting my bike back in prime condition at a fair price. The staff has always been helpful and accommodating.
Matt P.
Jul 13, 2018
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I want to give a shout-out to Derek, who works in the shop. I've brought my bike (an oldie I got on the cheap and don't want to put much money into) twice now, and Derek has stopped what he was doing both times to help me with an issue while I waited.
He replaced the crank arm with one they had in the back the first time, doing a thorough and skillful job, and after I mentioned I had just bought the bike, he examined the bike and told me that it was safe to ride but listed the potential problems to look out for down the line. He never recommended serious (and expensive) work, since
He replaced the crank arm with one they had in the back the first time, doing a thorough and skillful job, and after I mentioned I had just bought the bike, he examined the bike and told me that it was safe to ride but listed the potential problems to look out for down the line. He never recommended serious (and expensive) work, since
Nolan S.
May 11, 2018
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After a negative experience here, the management at Machinery Row reached out to make things right. I was very impressed with their professionalism and appreciate their successful effort to right a wrong. This time around, the service was exceptional and my bike was even done a day ahead of schedule!
Spike H.
Oct 11, 2017
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While they may have the best selection of bikes and accessories in the city--if not the state, and probably the entire midwest--the service here is the worst in the city by a large margin. The bike mechanics are arrogant and rude and are frequently trying to sell the customer parts and repairs they don't need (often citing safety and implying that it would be illegal for them to put you back on the road; no such laws exist). Their stock is vastly overpriced, and the prices for repairs and labor are beyond outrageous (the cost they quoted me for a 10 minute job to install a pair of $9 cart
Laurie M.
Oct 22, 2016
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It's often hard to find a bike shop that will stoop to help regular customers. What are the non elite cyclists to do? This place was a dream. I had tried another shop when I needed help with my brakes. No luck. I wheeled in on a Saturday morning and the me Janice fixed me brake and was so kind.
I left with some new gloves and a cool tshirt. This shop has it all.
I left with some new gloves and a cool tshirt. This shop has it all.
Art C.
Sep 19, 2016
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Driving west from Chicago we stopped in Madison for a few days to ride the bike trails. On the first ride I noticed my front tire was split. Searched out bike shops and saw Machinery Row was right on the Capitol City Path near downtown. It's a big store with lots of bikes, accessories, clothing and a large repair area. Rode there and they had plenty of replacement tires to choose from. The tire & tube were replaced in 15 minutes at a reasonable price and we were back on the trail quickly.
As an aside, the customer before me brought in two bikes, one needed a part and was left for repair
As an aside, the customer before me brought in two bikes, one needed a part and was left for repair
Joshua F.
Jul 25, 2016
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I attended the free "How to repair a flat tire" class (as of 7/2016, every Tuesday at 6 p.m.) Joel taught the class and there were two of us wanting to learn to fix a flat. We sat on the store floor and Joel got each of us a tire. We went from good tire to flat tire to taking it apart and lots of tips along they way to replace the tube and put it all back together. I found the class helpful, and appreciated Joel showing us some of the necessary tools without being salesy about it. Clearly they have stuff for us to buy, but I felt that I could have thanked him for the class and walked
