VéloCity Cycling, with its HandleBar social setting, plans to close in downtown Pewaukee

PEWAUKEE - A downtown Pewaukee bicycle shop, where guests can buy gear or simply relax in a small bar inside as the waves of Pewaukee Lake visibly lap against the shore outside, may soon close for good.

VéloCity Cycling, which unsurprisingly in such a setting serves as a social center for bicycle enthusiasts, has announced it will follow through on its plans to close March 30, though its owner still hopes that a last-minute deal can be made for someone else to take over or reopen at a later date.

The shop, 203 W. Wisconsin Ave., posted a notice on its Facebook page this week informing customers of its plans to wind down the business after eight years there. However, some aspects — including the HandleBar "libation station" — will continue into April, as will bike repairs started prior to the closing date.

VéloCity Cycling owner wants to truly retire after busy retail role

Owner Scott Hoggatt acknowledged the decision was difficult, but unavoidable given the cycle of business conditions that contributed to the pending closure as well as his own wish to truly, finally retire. Hoggatt thought he was retired when he left his career job at We Energies six years ago, but he ended up taking over operations of VéloCity full time when the general manager quit shortly thereafter.

"I'm tired — it's time to be done," Hoggatt said, acknowledging he made the decision a year ago not to renew his lease in 2024.

He also said that business conditions, with tight margins on products and online competition that has proved challenging for other small retail businesses, aren't ideal for bike shops, which are generally fewer in number than they were more than a decade ago.

VéloCity is a place to socialize along Pewaukee Lake

On the other hand, Hoggatt made the business into something more than simply a sales shop.

On its website, VéloCity has marketed itself as "more than just a bike store," though that is its central function. In addition to selling and repairing bicycles, the business has also served craft beers, ciders, seltzers, soft drinks and pizza at its indoor bar located near its front door, with Pewaukee Lake in full view beyond. It has also hosted an onsite cycling studio, plus yoga and cross-country skiing activities.

Its location on Wisconsin Avenue alongside the eastern edge of the lake also aided in its social prowess during summer months, downtown Pewaukee's busiest season. Customers have already been telling him how much they would miss the setting, Hoggatt said.

Sale of the business could still happen

The business has already begun clearance sales of bikes and related equipment. In January, the store had initially signaled its intent to close in the months ahead. It updated customers on Monday announcing the March 30 date.

While nothing is certain at this point, the business may yet find a buyer.

"Preferably, I would love to sell, and I was in the process of selling for a while, but for various external reasons it fell through," Hoggatt said. "I've got another (potential buyer) moving right now, so we'll see. We may shut down, but I'm moving forward as if I am, because I will be gone."

Regardless, he said he hopes regular customers will pay one last visit to the shop. "Please stop in before we close the doors for good to say hi, get a bike, get some gear, get a pint, or get tuned up for spring," the business said in its Facebook post.

Contact reporter Jim Riccioli atjames.riccioli@jrn.com.