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About Us

Your Local Bike Shop

We are community and family focused outdoor enthusiasts that pride ourselves on helping people from all walks of life find their love of cycling and the great outdoors.

We have been Marshfield’s leader in cycling and outdoor gear since 1973! In 1973, Denny Nelson and John Damrau started Nelson Bike and Camping. At the time, the store focused on selling Firestone bicycles and Jay-co pop-up campers. In 1975, Dennis Riedel began working at Nelson Bike and Camping part-time, learning the business and starting their cross country ski line. Eventually the store began to move more towards sporting goods and by 1977, they got out of the camper business. In 1979, Denny Nelson sold the business to Skip Perkins, who renamed the store to Perkins Sports and also purchased the current store location and expanded the business. In 1998, Skip Perkins decided to retire and there was a transfer of ownership to Dennis Riedel. At that time, Perkins Sports was renamed to the Sports Den.  Then in October 2022, Mike and Kelly Trulen, long-time customers, purchased the business from Dennis Riedel and today, continue to provide the same service, products, and family and community involvement that The Sports Den has been known for years to come,  

Meet The Family

Meet the Trulens

Michael and Kelly Trulen, along with their sons, Matthew and Ethan love being in the outdoors.  When Michael is not at the shop and Kelly is not teaching 2nd grade, you will find us out camping, biking, hiking, fishing, skiing, snowboarding, kayaking, snow shoeing, football games, basketball games, and riding motorcycles.  We look forward to serving our great community for many years to come.  

The Sports Den Family

Mike Trulen

Head Hancho

Kelly Trulen

Mrs. Head Hancho

Denny Riedel

Local Legend

Joan Riedel

Mrs. Local Legend

Breanna VanDeHey

Local Legend

Patrick Nennig

Shop Manager

Brett Urban

Service Advisor

Andrew Matsick


Lauren Maki

Sales Associate

Jack Syth


Janet Lyon

Sales Associate

Harvey Hill

Sales Associate

Mark Haferman

Sales Associate

Why Shop With Us?

From professional bike repair and fitting services to top cycling products at exceptional prices, we've got you covered.

Quality & Value

We sell products from the best bicycle brands in the world. We offer great value to our customers through competitive pricing, quality products, and superior customer service.

Friendly Staff

We aren't your average bike shop. Our staff is helpful and crazy about cycling. We listen to your needs and work hard to help you find precisely the right products for you.

Free Local Pickup and Delivery

Finding the perfect bike and cycling gear is easy when you shop with us. Explore our selection online, place your order, and we’ll have it ready for you soon. Easy and convenient!

Browse Our Bike Selection

Find your dream bike today and visit us for a test ride. We'll ensure that you're on the right bike to meet your needs and the right frame size for a comfortable, safe cycling experience.