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, riding in Door County, along with participating in the Door County Century in the fall, and other century rides. 
  • When she isn’t on the bike or in the store, she loves bow hunting.




Trevor never knew he’d own a bike shop.  When he was 16 years old, he stopped riding a bike all together.  Shortly after meeting Niki, he started working at a local bike shop that Niki managed, and got back into riding.  Now he enjoys getting others into riding and equipping experienced riders with the bikes, wheels, clothes, and accessories they need to take their performance to the next level. 

  • In winter he enjoys riding rollers, snowshoeing, and ice fishing. 
  • In warmer seasons, He and Niki enjoy riding the rails to trails systems, Door County Century, and group rides. 
  • A few times a year, he also enjoys long distance touring on his ’74 Falcon road bike.



Reece slide photo

Reece (Miss Tuff Pants)

Niki and Trevor’s little girl, Reece, is already spending time at their 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 trike, going down slides, playing with chalk, and reading fuzzy animal books.






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 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.


Seth began working at Chain Reaction Cyclery in the summer of 2013.  When he’s not at the store you can see him riding his mountain bike in the WORS series during the summer with his family.



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.