About Us

BicycleWise is the result of the life long dream of Liz and John Sotherland.

In college, riding was a daily part of their lives. While John rode competitively, they both enjoyed riding througout Southern Wisconsin for pleasure and used their bikes for daily transportation. They often found themselves helping others discover riding.

Before opening a shop, Liz and John wanted to learn the industry from the inside out. They worked for Schwinn Bicycle Company where John travelled internationally as Schwinn's Quality Control Manager and learned the crafts of a Certified Master Framebuilder. Liz managed the office and production at Schwinn's flagship production plant. Later, John and Liz were instrumental in the startup of Waterford Precision Cycles. John has now built over 5000 frames including frames ridden by world champions.

My Dear Old Bicycle

BicycleWise opened its doors in April 2001 as a full-service bike shop in Whitewater. In early 2011, as BicycleWise turned ten, John and Liz launched Sotherland Custom Bicycles where John hand-crafts a frame specifically designed and built for each customer.

John and Liz appreciate what goes into making riding a safe, comfortable, and enjoyable experience. Whether you are a beginner, a seasoned racer, or a casual rider and whether you are riding an old standby or looking for a shiny new bike, BicycleWise has the experience to help you make this season a more enjoyable and memoriable experience.

Sotherland Custom Bicycles