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Johnson's Sporting Goods founded by "Doc" Johnson. John's father, Pete, and his future partners worked here following WWII.
Johnson's is purchased by employees, including John's father, Pete.
With the bike boom of the 1970's, Johnson's became one of the largest Schwinn dealers in the area. Bicycles began to take up much of the store's display space. With other sporting goods and hobby items being plentiful and in high demand, the gun shop was phased out.
Johnson's continued to increase focus on bicycles and fitness equipment. During this decade the "sporting goods" became a smaller department and the fishing department was closed. The transition to a true bicycle shop was almost complete. During this time, Johnson's became very actively involved in supporting USCF riders with its own team, and also helped numerous local triathletes maintain their equipment and supplies.
We moved to our current location in the fall, and Johnson's Sporting Goods became Johnson's Cycle & Fitness in recognition of bicycles and fitness equipment being its primary focus.
|John and Kris - August 1968
Notice the 1968 Schwinn Lemon Peeler. The Lemon Peeler was brand new in the Schwinn lineup of bikes that year. Cutting edge stuff!
|Johnson's was a full service sporting goods store serving schools, individuals, hunters, fisherman, golfers, etc.|
|Display windows were meticulously laid out for promotion of products and contest purposes. This display was part of the annual Sport Show competition (year unknown).|
|Pete and partner, Ron, in the bike department of the original shop located between 72nd and Lefeber on North Avenue.|
|Note the wonderful awning with custom signage and split log fascia on the building. Very stylish for the times!|
Get your bike and all its servicing done with folks who have been
a Wauwatosa mainstay since 1939.
Johnson's Cycle & Fitness
6916 W North Avenue