Southern Wisconsin's largest bicycle sale is this weekend!

You can comparison shop, test ride, accessorize, and buy from all bicycle brands in one place!
The New Holland Pavilion comes alive in Madison with thousands of new bicycles at the lowest prices of the year!

Friday, March 13th Noon - 9pm | Saturday, March 14th 8am - 9pm | Sunday, March 15th 10am - 6pm

Machinery Row Bicycles is Open! 

 According to the Wisconsin Essential Business Declaration, Section 13 Letter K Bicycle Shops remain open for sales and servicing of bikes. 


608-442-5974 /


We are extending our Bike-O-Rama prices until April 30th to give everyone a chance to get your perfect bike.

 Now offering shipping of any in stock bicycle, any helmet, any accessory, or any part! 

You can have us deliver your bicycle to you while you wait in your car and can take payment over the phone or from your car.

-------Our service staff will happily provide you a service estimate outside of the buiding whether you drove here or came by bicycle.

-------Free local delivery and pickup for any tune-up or bicycle sold.

-------Free local delivery for any parts, tools, clothing, helmets, accessories, or bicycles above $100.

-------Local delivery is within Dane County. We can deliver outside of Dane County that for a small fee.