The new atrium has a Lance wall lined with bikes and photos that represent each of his seven Tour de France victories. What to do with the filled up wall if Lance goes out and wins the Tour one more time? There is some (hopeful) concern about that eventuality!

Trek founder Dick Burke may have been a diminutive man, but that didn't stop him from acquiring a friendly renown as “The Big Guy”. And it goes without saying that his presence and vision loomed large not only over Trek, but the bicycle industry as a whole. Since his passing last year, Trek replaced a large modernist painting with an equal size portrait of Mr. Burke.

While we were at Trek, U.S. Congressman James Oberstar (c) paid a visit along with his grand kids. Besides going out for a ride, they were given a tour of the factory by Trek president, John Burke (r).

Following their break-up last year, the wall that had been dedicated to Greg LeMond and his own Tour de France victories has since been re-dedicated to the winning ways of Alberto Contador who in addition to winning the Tour de France twice has also won both the Tours of Italy and Spain aboard a Trek Madone. You wonder what will happen to the AC wall now that his heyday as a Trek rider is history.

Like any good bike company, the aisles in Trek's industrial design department are littered with bikes of every shape, style and color - there's even a left-side drive bike to be found.

As part of the modernization project of the factory, Trek installed a large gym and cafeteria, the latter with it's own coffee bar and decorative Trek Madone frame made from chocolate.

Besides the gourmet coffee and array of deep fried foods, the cafeteria also bakes all of its own sweets which included this plate of delicious brownies and chocolate dipped macaroons.

Speaking of politicians, we also found some time to do a short urban ride with Madison's Mayor, Dave Cieslewicz. “Mayor Dave” is one of many city officials across the country who has recognized the many benefits that cycling brings to an urban area and thus they are championing cyclist's rights and access.

Apparently there are still some big fans of pork out there.

As more and more frame production has shifted overseas the Trek factory has lost most (but not all) of it's ferrous fabrication to become a OCLV Carbon specific factory. Due to the proprietary nature of their OCLV (optimum compaction low void) production process, cameras are not allowed inside the upstairs OCLV production facility, but carbon frames in various levels of production are found throughout the factory.

There is a conveyor belt that runs throughout the factory that carries frames from one department to another. This is the finishing room where all of the graphics are hand laid. Right next door is the paint department.

Here's another concept bike – all the trappings of a classic lugged steel frame...until someone mentions the “faux lugs”. Yep, the frame is steel, but the lugs are more of an aesthetic appliqué. Crafty eh?

Speaking of crafty, Trek designed the internal BB cable guide on the Madone 6 Series to double as a convenient mount for the Shimano Di2 battery. Along with the DuoTrap (mounted inboard on the chainstay) virtually all cables and wires are run internally - no zip ties! 

Other than the bikes themselves, the big show at Trek World is when Trek president John Burke stands atop the Frank Loyd Wright designed Monona Terrace convention hall in the shadow of the Capital and exhorts the crowd of 1000+ dealers to not just sell more bikes, but more importantly, to work doubly hard in supporting cycling advocacy programs like Safe Routes to School, Bikes Belong and One World Two Wheels.

For more info on Trek Bikes.

WHAT'S ALL THE BONTRAGER HULLA-BALOO?

Among all their Tour de France suited parts, Bontrager is also expanding their wares in the Tri market as evidenced by this cockpit package that has everything in it save the kitchen sink. From handlebars, cages & bottles, and brake levers to hydration systems, saddles and shoes, the Bonti line should have something for every discerning tri-geek.

Although it's far from their core business, Bontrager has been in the brake business for a few years and for 2010 they pulled out the stops with the carbon Speed Limit XXX brakes. The 220 gram brakes are lighter than Shimano Dura-Ace and with their PowerAmp linkage design the single pivot brakes are designed to work like dual pivot brakes. For more in an RBA review, Click Here.

Unfortunately, despite the throngs of dealers & hoi-poloi that made the show, Keith Bontrager was not in attendance - something about taking his kids to a soccer match in Santa Cruz while is wife was riding her bike across Europe. "Brother Grumpy" was missed, but he was still well represented by a huge line of products that bear his name.    
For more info on Bontrager.

HEY, WHAT ABOUT THE FISH MAN?

It was about 17 years ago that Trek threw a lifeline to a then soon to be extinct Gary Fisher bicycle company. In the years since the brand has blossomed with a plethora of unique designs and bike names, as well as a cache of race wins which of course included the XC racing reign of Italian superstar, Paola Pezzo. And of course, there is the man himself, Gary Fisher, who dropped in to Madison fresh from another shopping spree on Fleet Street. In addition to his eccentric dress, Gary's enthusiasm for cycling remains at an all time high and thus he continues to be a hit with the dealers...as he reminded us with a hearty laugh, "Hey man, they love me in the South - go figure!"

Among all the fancy new road bikes from Gary Fisher (which we reviewed at the 2010 Gary Fisher Launch), there was this very un-garish, powder blue, steel Triton single speed commuter that has a steel fork and Bontrager wheels with a flip-flop rear hub. Available in five sizes.

Gary Fisher has been sponsoring mountain bike racers and winning national titles for over three decades (anyone remember Joe Murray?) and this year, with the help of their dynamic husband/wife team of Jeremy Horgan-Kobelski and Heather Irmiger, they swept both the Elite men's & women's XC and Marathon national titles aboard the new carbon SuperFly 100. Like many bikes in the GF line, the SuperFly runs on 29 inch wheels. Since it uses the same OCLV Carbon as the Trek Madone, it's also made in Wisconsin.

For more info on Gary Fisher bikes.

LEST WE FORGET.....

 ...that it was in the same Lake Monona some 42 years ago that Otis Redding's plane crashed on a cold December night. Long live Otis Redding.

AS FOR THE PRIDE OF WISCO....

Okay, so if you ever do make your way to Madison, there is a short list of must-dos. Walk down State Street and rub dreadlocks with all the hippie kids, ride through the arboretum, go to the Saturday farmer's market on the Capital square, and go to the Old Fashioned where you should happily order the #30 (cheeseburger with fried egg, bacon and Wisconsin cheddar cheese) with an Old Fashion tapper to wash it down. Heaven.