Whitewater bicycle maker now teaching customization
By Ryan Spoehr
Staff writer
John Sotherland has been building bicycles decades between his days at Schwinn Paramount in Waterford and now as owner of Sotherland Custom Bicycle in Whitewater. He has begun sharing that passion with others in one-on-one experiences.
Sotherland is now teaching clients how to build a bike and letting them sit on the building process, a practice he started last fall.
“It’s different than a classroom. There’s only a couple of places that teach people framework,” Sotherland said, adding that those institutions typically do not allow students to work one-on-one with someone or with high-end material.
“I take a different approach. It’s very personal. It’s an intimate type thing because I’m teaching them how to use their hands,” Sotherland added. “There’s a lot of nuances to metalwork, especially fabricating a bike.” Making use of a blasting equipment could help in removing the unwanted materials from the metal and make it as new as possible.
Sotherland believes that the uniqueness of bicycles is a thing of beauty.
“A bicycle is a cross between an auto chassis and jewelry. You’ve got to have the structural capacity to hold up a person going 50 miles per hour safely and not scare you, but it has to be beautiful like jewelry,” Sotherland said. “It’s kind of neat taking a handful of stuff and making it into something you can ride around the world on, and be involved in the process of creating it.
After working at Schwinn Paramount in Waterford, he worked in various places for Schwinn. To this day, he still uses the same practices that he was taught in Waterford, which was the “right way” to build a bicycle, he said.
“I got the proper education at Schwinn,” he said. “I learned the Schwinn way because they had a lot of test materials for processes because of their teachings and research. That’s what I follow.”
“Safety first. I don’t want people to have crashes because of experimental design,” he added. “So, it’s tradition. That’s what I teach.”
One project for Sotherland with a client typically takes 30 hours. He said time can vary on a client’s aptitude, but they will get the same quality product after projects are completed.
“The goal with teaching is to produce a Sotherland quality level with their participation. I keep them from getting in trouble, and depending on the student’s aptitude, it determines their level of participation. But, they will get the same quality when it’s finished. It just depends on them, as far as what they get to do and how much they learn when they leave after the project,” he said.
Sotherland keeps to the window of approximately 30 hours to keep lessons on a timely schedule and not interfere with other clients’ lessons. If he is working on the bicycle on his own, he said, he will typically get the project done more quickly, but he wants to allow for more time to educate the clients, so he allows for more time.
While the sessions with clients won’t produce proficient bicycle makers, it will give people a start on developing the skill.
“I’m not turning out competent frame builders necessarily, but I’m getting them started. It takes a lot of practice to be good,” Sotherland said. “You make a lot of mistakes along the way. Some make more than others, and some mistakes can be quite costly. One tube on a bike costs $40-50, and when you make a mistake, that’s really expensive scrap.”
Getting started
Sotherland has discussions after potential clients submit inquiries regarding the one-on-one sessions. He first determines if the bicycle the client wants to work on is something he produces.
He does not weld at all and he does not produce dual-suspension bicycles. He uses steel and produces double-diamond bicycles, which are bikes that are not hinged. The base material for his bicycles is steel.
After determining if the desired bike is something he is able to produce, Sotherland then works with clients to determine a schedule that is manageable for both him and the client. If a potential client can come to an agreement with him on a schedule, he will then move ahead with working with the client.
Clients can be based in Whitewater or the surrounding area. He said he takes clients from Madison and Milwaukee as well.
“The people that are able to drive, I’ll rearrange my schedule,” he said. “I’m able to work nights. I work early in the morning. I work weekends. So basically, it is whatever makes sense to give the customers the best experience.”
However, clients may work with from outside those areas also. If clients come from Chicago or any other area that may be farther away than Madison or Milwaukee, Sotherland will do his best to accommodate that person’s schedule.
“The timing of the class is more condensed because of hotel accommodations,” Sotherland said.
Then, Sotherland will determine of the session. The cost depends first on the type of the bicycle that will be produced. In addition to that cost, the 30 hours of class time costs $1,500.
“It starts with people’s curiosity. Next, it’s the desire. Next is the time and the money. It’s not for everyone, but it’s special.”
However, for the people that would enjoy the experience, Sotherland said it is special.
“It sure is fun to ride a bike, especially one that you make.”
Sotherland doesn’t have clients as of now. He has clients scheduled for sessions in March.
His availability does vary. Sotherland also runs BicycleWise & Sports Fitness in Whitewater. During his offseason between the customizing and Bicyclewise is when he ramps up for possible one-on-sessions.
“The next sign up will be for next season. I fabricate when the bugs aren’t out. I get bikes done before the bugs come out because when the bugs come out, the bikes come out. Bicyclewise has priority when there are bugs. Sotherland has priority when there’s no bugs. So basically, November, December, January, February (and) March is when I fabricate. It’s reciprocal for bicycle riding for most people.
For more information or to inquire about future sessions, call (262) 473-4730. Sotherland Custom Bicycle is located in the same building as BicycleWise & Sports Fitness at 1155 West Main Street, Whitewater.
