About Us

Emily Vance, Owner
Emily’s passion for cycling began at age 14 “touring” around her home state of Minnesota.

Through high school and college, Emily gained hands-on experience by working for bike shops in the Twin Cities and La Crosse in sales, service and management duties.

After graduation from the University of Wisconsin-La Crosse, Emily moved into a different facet of the bicycle industry as the first female outside sales representative for Olympic Supply Company. Her duties included selling bicycle parts and accessories to bicycle dealers throughout Minnesota, northern and western Wisconsin for the past 8 years.

In 2007, Emily had an opportunity to pursue the dream of a lifetime, open her own store. With over 16 years of experience within the bicycle industry, she is sure to bring a refreshing new dimension to the La Crosse area cycling community.

Dan Novak, Manager
Dan is a familiar face to the La Crosse cycling community. His level of enthusiasm is not only prevalent in cycling events throughout the state, but in the world of triathlons as well.

Dan’s bike shop experience ranges from bike shop owner to lead shop mechanic.
Dan has been a spinning/group cycling instructor for the past 5 years at the YMCA.
During the cycling season, Dan is a regular leader of group bike rides throughout the week.

Dan’s tremendous knowledge of bicycle mechanics, the cycling industry.