The first "Atkins Bicycle Service" opened on March 1st, 1955, at 1722 Monroe Street in Madison. My father and grandfather decided that the west side of Madison needed a bike shop. There was also talk of go-karting becoming a big thing in Madison, so they thought they would sell Simplex Go-Karts as well. The karting never took off, but they became successful Schwinn dealers.

My brothers and I grew up working on and selling bikes. Starting in 1965 we would get 25 cents per day to help around the shop. Monroe Street in those days was Madison's far west side and a thriving business community. Ultimately we moved to Verona Road and eventually sold out to a competitor in 1982. That was really a sad end to an era for me.

Dan (in back) and his brother Doug, age 12

Riding bikes has always been a passion for me. The health, joy, and fun that they bring to people made starting my own shop an easy decision. With the help of my dear friend Paul McQuillan, I opened Atkins Verona Bicycle Shoppe on March 1st, 1983 — 28 years to the day after the first Atkins shop had opened.

On March 1, 2008, I'll be celebrating my 25th anniversary in Verona. It has truly been "about the bike."

We are still a growing but old-fashioned business. We care about our clients and we care about quality and honesty. We're interested in pleasing you. We still realize that our customers are the life blood of this and every other business.

Thanks for visiting our website. Feel free to write, call, or come in for any of your bicycling needs.