BikeWise helps keep Oxford’s wheels turning

BikeWise Oxford has served local cyclists for 22 years, helping them find equipment and convenient repairs. 

Owner Doug Hamilton’s path to opening BikeWise began after he dropped out of Miami University and took a job at the Bike Center, previously located on Church Street. When the building was torn down, Hamilton took over the business, establishing what is now BikeWise, located at 9 N. Beech St. 

The shop has evolved from serving a high volume of students at Miami to its current customer base, which includes residents from Indianapolis and Louisville. 

“Back in the day, when Miami was a no-car campus, my predecessor would sell 1,000 bikes during back-to-school,” Hamilton said. “This year, we sold eight.”

Despite the decline in student bike sales, Hamilton said maintaining BikeWise remains important to the community, particularly for people who rely on bicycles for transportation and need access to repairs and equipment. 

“We believe that if you have a small community like this, if there's not a bike shop, people are going to be disincentivised,” Hamilton said. “If they have to take everything an hour and a half away to get it fixed, they are not going to ride.” 

Hamilton emphasized that BikeWise focuses on selling “tools, not toys,” prioritizing serviceable products.

“We’re very passionate about what we do,” Hamilton said. “You won’t find many shops in a small town that have five-star Google reviews.”

The shop has adapted to changes in the industry as cycling has evolved, now having 10 years of experience working with e-bikes. Hamilton said he advocates for e-bikes as practical transportation for commutes under 10 miles and everyday tasks such as grocery shopping.

When the COVID-19 pandemic caused significant issues and disruptions in the supply chain, the surge in cycling interest helped sustain the shop's operations. 

Despite industry changes, Hamilton’s interest in cycling has remained consistent throughout the years, developing alongside a varied educational background. He attended three other schools as a violin major before his final attempt at Miami. 

After years of cycling, Hamilton turned his attention to racing, eventually competing in the 1984 Olympic trials for track cycling. 

“Back in the day when I was racing, if you couldn't work on your own bike, you were kind of shunned,” Hamilton said. “So I learned, and I liked it; I could find problems on bikes that a lot of other people couldn't."

He said experience helped him find his natural mechanical talents and curiosity for bike operations. 

Hamilton said he doesn't ride as much anymore, but likes to bike through Hueston Woods State Park and commute between home and work.