Recently, the Sparta Area Chamber of Commerce announced that the Parade Marshalls for Sparta’s 2024 Holiday Parade will be Milt and Rose Leis, owners of Speed’s Bicycle Shop, located at 1126 John Street, in Sparta. The parade theme this year is “Winter Magic” and will set in motion on December 6th, at 6 p.m. It will stretch the length of Water Street, from Park Bank, in downtown Sparta, to Evans-Bosshard Park. At the conclusion of the parade, in Evans-Bosshard Park, switches will be thrown and over 500,000 lights will thrust forth, dueling the darkness for dominance in the brisk night sky.
Milt and Rose Leis
The Herald visited Milt and Rose, at their place of business, Speeds Bicycle Shop, on Wednesday, November 27th, to chat about being announced as this year’s Sparta Holiday Parade Marshalls, as well as life at Speeds over the past 46 years. On their reaction to being named the 2024 Sparta Holiday Parade Marshalls, Rose said, “We are very honored to have been chosen.”
Milt added, “We were surprised because we are just so used to doing our thing off to the side, and we are not involved a lot that way, so it was a very pleasant surprise.”
When pressed on their duties, Rose replied, “John [Hendricks, Interim Chamber Director] mentioned that they would be providing a car for us to ride in the parade, and there would be signage with our names on it. I am sure they will fill us in more as the parade date approaches, as to exact times and places to be.”
The Business as a Freshman
Milt started Speeds Bicycle Shop when he was only a freshman in High School, at Sparta High. “I remember joining the Chamber [Sparta Area Chamber of Commerce] a few years after I started. I don’t remember exactly when. It’s been a while,” he quipped.
Milt spoke of a teacher he had, Dennis Nichols, that helped him get set up in the beginning. “Dennis used to do some bike repairs out of his garage, on the side, and he helped me kind of get started, by helping me sign up for sales tax. That helped me to get set up with wholesalers, so that I could get reduced prices on parts.”
Milt said that the first few years he mainly concentrated on basic repairs. “Then, after several years, we brought in Ross Bicycles, which was an American-built bike at that time. At that time, they were being built in Allentown [Pennsylvania]. It was our first time selling brand new bikes.”
Being that there is not a large call for bicycles in the winter, Milt would find another job for the winter months. “I got tired of looking for winter jobs, so I bought a small motor shop here in town and combined both businesses together. The year after I bought the motor company, we bought this building from Wisconsin Gas, and moved both businesses in here.”
From the Old to the New
Milt said that the biggest change he has witnessed in the bicycle industry through the years has been the electronics and the electrical advancements. “Electric bikes with electronic shifting have been a major breakthrough in the industry,” Leis says. “There is so much modern technology that has been out there for a few years now. It is such a different ball game from what it was then when we first started.”
Milt spoke to the complexity of modern bikes and parts. “Back in the day, if you had three or four different derailers with shifters, you could fix anything. Now you got have parts that even if they are the same speed, they are probably not interchangeable. That means we have to carry a lot more inventory.”
Growth of the Bike Trails
Milt and Rose relayed to the Herald that when the business first started, bike trails had just started strong efforts in promoting themselves. “At that time, in the late 1970s, the trails [bike] started putting in restrooms and parking lots, where as before, people just parked somewhere and started riding.”
It was at that time that Speeds Bicycle Shop started renting bikes out to people. “It really grew for many years, but now we don’t have as many people on the trail as what used to be. A lot of that has to do with the incredible amount of trails that are now available to ride. There are hundreds all over the United States, and some very nice ones at that. So, I think more people are riding, they are just spread out now.”
Milt and Rose on Living in Sparta
When the Herald asked Milt and Rose about their thoughts on Sparta and the community, having lived here their entire lives, Rose stated, “We really like Sparta. It is a small community that really bands together and accomplishes kind endeavors for fellow community members.”
Milt responded, “I have always been amazed how a community this size really works together, so much. For instance, take SACS and what they do for community members who have cancer, it is incredible.”
Milt expounded on his love for Sparta, saying, “People know each other here, even if they do not know each other personally. It is comforting to know we live in such a giving and wonderful community. When covid hit, my appreciation for living in a smaller community grew immensely.”
Full Press Release
The following is the full November 27th press release from the Sparta Area Chamber of Commerce:
The Sparta Area Chamber of Commerce is pleased to announce that Milt and Rose Leis of Sparta have been selected as Parade Marshals for the 2024 Sparta Holiday Parade. Milt and Rose Leis are owners and operators of Speeds Bike Shop, an institution in Sparta for 46 years.
Milt Leis started Speed’s Bike Shop as a freshman in high school. The business has grown over the years to include bicycle sales, repair, rental, and shuttles, serving individuals and large groups, becoming a pillar of Sparta’s tourism economy. Over many years, the Leis’s have been supporters of countless community events, providing bikes as prizes and incentives. They donate a bike annually for the Sparta Free Library Summer Reading Program and for the Cataract Sportsmen’s Banquet. They have also been supporters of the Deke Slayton Space and Bike Museum. In addition, Rose Leis served on the Chamber’s Tourism Council for many years.
Sparta’s annual Holiday Parade will be held on Friday, December 6 at 6:00 PM beginning at the intersection of North Water Street and East Franklin Street. The parade route goes south and turns onto East Oak Street, ending at Rusk Avenue. The parade is preceded by the annual Santa Scamper fun run, which begins at 5:30 PM in front of Park Bank Sparta. The theme of this year’s parade is Winter Magic, in recognition of 10 years of holiday magic brought to you by Sparta’s Kriskindlmarkt.
Following the Holiday Parade, the public is encouraged to join the ceremonial lighting of Evans Bosshard Park. For more information, please contact the Sparta Area Chamber Commerce at (608) 269-4123.
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