MONROE - Stonehall Bicycle, a new shop in Monroe's central business district, could be the next dream-come-true for bicyclists.
It already is for owner Jeff Verink, who believes he has a better way to sell bikes and a creative plan for promoting tourism in Green County.
"Cycling needs to be fun again," said Verink, who would like to see more parents and their children bicycling together.
The fun begins at Stonehall just inside the door on a giant wall map, where Verink has marked out Green County's "Route 66"- a 66-mile scenic circuit from Monroe, which takes cyclists northeast through Brodhead, Albany, New Glarus and Monticello. Another, shorter route out of Monroe, Verink calls "The Southwest Passage."
Green County has "great little back roads," that get cyclists off the beaten bike path, Verink said.
Green County presented itself to Verink as a "discovery play land for cycling, canoeing - just family adventure," he added.
When his wife, Kay, landed her job as director of laboratories for Monroe Clinic, it was Verink's "follow your dream" moment.
Having been through hundreds of small towns across much of the U.S., Verink said he saw Monroe's downtown "trying to lift itself up" and felt the "growing vibes to it."
"I saw an authentic downtown that was unique," he added.
His idea of how bikes can be better sold comes partly out of his 17 years at Trek Bicycle, where his job included retail store development and operations. Trek continually develops and improves ways bicycle products are sold, he said.
"(Sales) success and failures can be easy; maintaining success is the harder," he said.
He spent another ten years working for Schwinn, GT and Cannondale bicycle and now believes he has "a new, better way of communication with cyclists."
Verink chose to house his new business in a sturdy stone building, next to Monroe Public Library, just one block west of the Square.
"I liked the energy downtown," he said.
Verink transformed the inside of the stone funeral home into a bright, vibrant showcase of bicycles, parts and accessories, surrounding the open, technical center for repairs and maintenance, where Verink can also work his magic of creating the perfect bicycle for its new owner.
His creativity and love of bicycles stand out immediately at the front door, in his use of a bike crankset for a door handle and a motif in a heart-adorned sprocket echoing the arched door way.
"Elbow grease and creativity substitute for capital when it's your own money," he laughed.
Stonehall Bicycle stocks 50 to 100 bikes and offers access to 300 bike models. Broken spokes and custom wheels are no problem. Verink can make spokes in any length to fit your bike, using one of only a handful of spoke manufacturing machines in the U.S.
During his lifetime, Verink has hand brazed bicycle frames, built hundreds of custom wheels and sold, fitted and serviced thousands of bicycles.
"Get a bike that fits you, how and where you're going to ride, and your budget, " he advised.
That's where Verink's expertise comes in.
"There are a lot of bikes that look better than they actually ride," he added. "You can buy any bicycle, if all you're going to do is hang it in the garage."
Stonehall Bicycle is available to repair bikes and map tours for out-of-town bicyclists, but Verink is looking more at serving the local community.
"The economic development out of all this is that seeing all these out-of-towners having fun will encourage local residents to join in the fun," he said.
Verink says increased healthiness just naturally follows fun on a bike. "It's calorie justification," he said with a smile.
Verink has about 40 years of experience in bicycles, starting at age 14 in Iowa Falls, Iowa, where he worked for The Spoken Wheel Cyclery, which is still in business.
His time in the bicycle business is capped with 17 years of involvement - as a rider, a ride support and a dealer for Trek - at RAGBRAI, The Register's Annual Great Bicycle Ride Across Iowa, an annual seven-day bicycle ride across the state. Verink has also participated in several mountain bike races and events, and built and operated a top regional BMX race track for youths to compete.
Stonehall Bicycle, at the corner of 15th Avenue and 10th Street, is open from 11 a.m. to 6 p.m.
It already is for owner Jeff Verink, who believes he has a better way to sell bikes and a creative plan for promoting tourism in Green County.
"Cycling needs to be fun again," said Verink, who would like to see more parents and their children bicycling together.
The fun begins at Stonehall just inside the door on a giant wall map, where Verink has marked out Green County's "Route 66"- a 66-mile scenic circuit from Monroe, which takes cyclists northeast through Brodhead, Albany, New Glarus and Monticello. Another, shorter route out of Monroe, Verink calls "The Southwest Passage."
Green County has "great little back roads," that get cyclists off the beaten bike path, Verink said.
Green County presented itself to Verink as a "discovery play land for cycling, canoeing - just family adventure," he added.
When his wife, Kay, landed her job as director of laboratories for Monroe Clinic, it was Verink's "follow your dream" moment.
Having been through hundreds of small towns across much of the U.S., Verink said he saw Monroe's downtown "trying to lift itself up" and felt the "growing vibes to it."
"I saw an authentic downtown that was unique," he added.
His idea of how bikes can be better sold comes partly out of his 17 years at Trek Bicycle, where his job included retail store development and operations. Trek continually develops and improves ways bicycle products are sold, he said.
"(Sales) success and failures can be easy; maintaining success is the harder," he said.
He spent another ten years working for Schwinn, GT and Cannondale bicycle and now believes he has "a new, better way of communication with cyclists."
Verink chose to house his new business in a sturdy stone building, next to Monroe Public Library, just one block west of the Square.
"I liked the energy downtown," he said.
Verink transformed the inside of the stone funeral home into a bright, vibrant showcase of bicycles, parts and accessories, surrounding the open, technical center for repairs and maintenance, where Verink can also work his magic of creating the perfect bicycle for its new owner.
His creativity and love of bicycles stand out immediately at the front door, in his use of a bike crankset for a door handle and a motif in a heart-adorned sprocket echoing the arched door way.
"Elbow grease and creativity substitute for capital when it's your own money," he laughed.
Stonehall Bicycle stocks 50 to 100 bikes and offers access to 300 bike models. Broken spokes and custom wheels are no problem. Verink can make spokes in any length to fit your bike, using one of only a handful of spoke manufacturing machines in the U.S.
During his lifetime, Verink has hand brazed bicycle frames, built hundreds of custom wheels and sold, fitted and serviced thousands of bicycles.
"Get a bike that fits you, how and where you're going to ride, and your budget, " he advised.
That's where Verink's expertise comes in.
"There are a lot of bikes that look better than they actually ride," he added. "You can buy any bicycle, if all you're going to do is hang it in the garage."
Stonehall Bicycle is available to repair bikes and map tours for out-of-town bicyclists, but Verink is looking more at serving the local community.
"The economic development out of all this is that seeing all these out-of-towners having fun will encourage local residents to join in the fun," he said.
Verink says increased healthiness just naturally follows fun on a bike. "It's calorie justification," he said with a smile.
Verink has about 40 years of experience in bicycles, starting at age 14 in Iowa Falls, Iowa, where he worked for The Spoken Wheel Cyclery, which is still in business.
His time in the bicycle business is capped with 17 years of involvement - as a rider, a ride support and a dealer for Trek - at RAGBRAI, The Register's Annual Great Bicycle Ride Across Iowa, an annual seven-day bicycle ride across the state. Verink has also participated in several mountain bike races and events, and built and operated a top regional BMX race track for youths to compete.
Stonehall Bicycle, at the corner of 15th Avenue and 10th Street, is open from 11 a.m. to 6 p.m.