About Us

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. They went on to become one of Schwinn’s top ten dealers, and Madison’s first "total concept" cyclery.

My brothers and I grew up working on and selling bikes. Monroe Street in those days was Madison’s far west side and a thriving business community. Ultimately our Schwinn store moved to Verona Road and eventually sold out to a competitor in 1982. That was really a sad end to an era for me.

Verona WI Bicycle Service and Repair
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, 2016, I celebrated my 33rd anniversary in Verona. It has truly been "about the bike."

We are a growing but old-fashioned business. We care about our clients and we care about quality and honesty. We realize that our customers are the lifeblood 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.