About TOAD

10 Years of world-class bike racing in the books

The Tour of America’s Dairyland presented by KwikTrip launched in 2009 when several Milwaukee-area cycling enthusiasts, among them Billy Ochowicz and Tom Schuler, came together to start what was then a five-day road cycling race. They were united by the belief that everyone should have access to a world-class bicycle racing experience.

Since then, the series has grown to 11 straight days in 11 different communities throughout Southeast Wisconsin, making it the largest competitive road cycling series in the nation. Each year we welcome nearly 1,000 male and female pro and amateur athletes from more than 40 U.S. states and 15 countries, with an average of 450 racing daily. Nearly 20 percent of those raced in the Masters (ages 40 and up) categories.

ToAD has become one of the most popular race series internationally earning an outstanding reputation for participant, spectator and sponsor experiences. In the 2017 post-race survey, 98.5 percent of riders said they would recommend ToAD to a friend or a teammate and 97 percent said they plan to race ToAD again.

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Star Power

We are honored each year to have elite Pro cyclists roll up to our starting line, including Matt Busche (USAC Pro Road Winner), Brent Emery (former U.S. Olympian), Katie Compton (14-time U.S. Cyclocross National Champion), Dan Holloway (U.S. Olympic track team), and Coryn Rivera (holder of 71 U.S. National titles in road, track, cyclocross and MTB; only American to win the Tour of Flanders).

Recognizing 10 Years of Partnership

We couldn’t have made the past nine years as successful as they’ve been without the amazing sponsors, people and host cities that have been with us from the beginning. THANK YOU!


  • Waterford Precision Cycles – Richard Schwinn has been an enthusiastic supporter since day one. His generous offers of both Gunnar and Waterford frame sets has been wildly popular and appreciated by our talented omnium winners.
  • Trek Bicycles – Wisconsin’s own, Trek has supported ToAD since the beginning. Beyond financial support they have always rewarded prime winners with a variety of prizes, such as Bontrager tires, lights and more.
  • Wheel & Sprocket – Chris Kegel’s thoughtful and inclusive work ethic made for a remarkable partner over the years. W&S has generously covered neutral race support costs, offered gift cards, provided on-site coverage and partnered with other sponsors like Habush Habush and Rottier in the free kids bike giveaways.
  • Pactimo – Pactimo has been our jersey provider with ZERO defects since day one. Cyclists around the world know of our famous cow print jerseys thanks to our partner.
  • ISCorp – Quiet, but ever present, owner Mike Weber has supported ToAD in so many ways, from IT support on the early days, equipment and trailer storage, team cars and hosting our race announcers.

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  • Marcie Weiss – She got her start managing results as 16-year old and now oversees the complexities of registration and shares with us her USAC officiating wisdom. We’d be lost without Marcie.
  • Todd Busteed – The guy who puts so much energy in due diligence pre-race and an enthusiastic approach to each and every sponsor, Todd views himself as one of us and is always willing to stand by our side as we prepare for the series each year.
  • Brad Sohner – That voice. That energy! That love for chocolate milk! That Brad Sohner; he’s the bomb of race voices.
  • Jay Baumeister – Willing to go the extra mile and always there! Tenspeeds has been our provider of staging and barricades. We’ve worked closely with Jay on various fronts over the years and you’ll not find a better friend to also call a supplier.

Host Cities

  • Downer Avenue – THE granddaddy of criterium races not just for ToAD, but across the USA and even the globe. Started in 1969, Downer Ave. has played host to many famous faces for almost 50 years!
  • Grafton – Early races in Grafton provided us with a starting point that quickly morphed into 11 days! John Safstrom and Jim Brunquell have been the loyalist of partners and true believers in what ToAD brings to their community.
  • Waukesha – Like Downer Avenue, Waukesha has a long history of staging crits, 25 years in fact. Jerry Couri and Joanna Adamicki have played a vital  role in the success of this race year after year.

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