About Us




As long as she can remember, Niki has always wanted to have her own bike shop.  She’s competed since 1993 and raced for national teams like Gary Fisher Racing (BMX).  She won the Gold Cup (in Sedalia, MO for BMX), raced at Grand Nationals and Race of Champions (BMX), and won a state cycle cross title, among others.  In 1996 she started working in the bike industry.  Even with her store and a baby daughter, she still finds time to race and compete.

  • In winter she loves snow biking and competing.  She also enjoys skiing and snowshoeing.
  • In warmer seasons, she enjoys riding the Elroy Sparta Trails, going mountain biking, and hitting up the many scenic roads on her road bike. 
  • When she isn’t on the bike or in the store, she loves bow hunting.



Reece (Miss Tuff Pants)

Niki’s little girl, Reece, is already spending time at the bike shop.  With all those shop tools around, she may not want to play with her own toys.  In her free time Reece enjoys wheeling around on her sweet pink  Burley balance bike, going down slides, playing with chalk, and swimming.




Pete has ridden and repaired bikes for most of his life and his bike is his preferred method of transportation around town. In college, he worked at a bike and ski shop where he learned to assemble, repair, and appreciate bikes. He has toured throughout much of the United States on his bike, first with his wife and later with his kids. He repaired bikes out of his home for friends and family through most of his adult life. His continues to volunteer at St. Vincent de Paul where he has been their bike mechanic for the last eight years. In the fall of 2012 he joined us at Chain Reaction.

Lindsay Motorcycle




Lindsay started working at Chain Reaction Cyclery in July of 2012. She learned how to repair and build bicycles with the help of Niki. She is a casual rider and enjoys trail riding most. Her favorite trail is the Elroy Sparta Trail. When she is not at the  shop, she attends the University of Wisconsin- La Crosse and is pursuing her Bachelor’s degree in communication studies with a minor in psychology.  She also enjoys motoring down the highway on her big bad motor scooter.



Our friendly, little curly-tailed shop Pug loves going for bike rides with us in her Burley Tail Wagon trailer.  Izzy looks forward to her daily walks with her buddies Anna, Olivia, and Morgan.  She loves a scratch on the head or a treat when people come in, and is always up for a good game of fetch with her stuffed duck. 

Anna, Olivia, Morgan Izzy PhotoAnna, Olivia, and Morgan:

This group of gals are Izzy’s walking team.  This trio joined our shop 2 years ago to help Izzy maintain her slim and trim curly pug tailed self.   You can tell it’s time for Izzys walk, by her excited barking that can be heard echoing down the street, and it’s always fun to watch her sail across her gate with harness latched.  :)


Now that you know a little about us, we’d love to know a little about you so stop in soon!
We’re looking forward to meeting you.