New shop at Town Square offer bikes, more


DAN HUTTER SITS in The Moboevo Gallery, located on the first floor of Town Square. It offers a variety of electric and non-electric bikes, scooters, recumbents, surfboards and kayaks. Joe Schulz photo

by Joe Schulz

When Green Lake resident Dan Hutter and his friend, Mark Radler, opened Moboevo, a next generation transportation shop, in Oconomowoc last Spring, the duo knew they wanted to open locations across the state, but didn’t know where to open next. 

Hutter moved to Green Lake three years ago with his wife, Patti, and three children. He chose Green Lake for the company’s second location because of its natural assets, bike trails and welcoming community. 

“We were looking to grow and I think rural, destination locations are going to be our future,” Hutter said. “A lot of people are looking for outdoor recreation in this destination area.” 

The Moboevo Gallery opened in the first floor of Town Square Saturday, June 27, offering a variety of electric and non-electric bikes, scooters, recumbents, surfboards and kayaks.

All products are available for purchase, and select items will be available for rent. 

Hutter noted the company has partnered with vendors from around the globe to provide reimagined product categories that will enable people of all abilities to move in different ways, on and off the water.

“Green Lake, in my opinion, could be the epicenter of biking — the number of people who loop the lake each year are just staggering,” Hutter said. “With technology such as electric bikes and other products, individuals of any ability can get around the lake now.”

Prior to starting Moboevo, Hutter worked for a consumer product company that took him across the globe. 

Through his travels, Hutter was exposed to electric bikes and surfboards, which he says have become especially popular in Europe. 

“Electric bikes are somewhat established in the U.S., but it is still in a very foundational stage,” he said. “They’re very popular in California, but they’re still taking hold in Midwestern states like Wisconsin.”

After falling in love with electric bikes abroad, Hutter hopes to share his experiences with the residents of Green Lake.

“When we looked at those experiences [in Europe] and saw what different retail formats were out there, there wasn’t really a place that offered all of those different products in one place,” he said. 

Hutter noted products offered at Moboevo have reimagined existing product categories to deliver unique experiences to customers. 

“A mother could have a child that is bound by a wheelchair, but there’s bikes out there that will allow them to go out there and go biking together as a family,” he said. “Or if you’re a person that doesn’t have a boat and trailer, you can get out on the water with a fishing kayak or electric surfboard.”

Electric-assist bikes are the next natural extension of the bicycle, making the activity more accessible for people of all fitness levels. 

For certain electric bikes, Hutter noted one pedal stroke is equivalent to 25 pedal strokes on a normal bike.

“It’s for anyone, and for those who need that extra assistance, [electric bikes] give you that extra oomph,” he said. 

Hutter worked closely with Town Square to bring his company to Green Lake, describing the partnership as a natural fit, as both parties are community-oriented. 

“Town Square has a very good leadership team. They’re all about community, and so is Moboevo; that’s part of our mission statement,” he said. “It’s a good marriage and they’ve been great to work with.”

Hutter hopes to open more locations in Wisconsin, in rural communities with access to a body of water. He’s also planning to host events and lessons, including the Wisconsin premiere of the documentary “Motherload.”

Overall, Hutter is excited to bring Moboevo to Green Lake after months of planning and effort. 

“It has taken a considerable amount of energy, effort, patience and capital, but it’s been exciting at the same time,” he said. “People are commuting differently now, and we want to help them do that.”

Moboevo is open Thursdays from 11 a.m. to 4 p.m., Fridays from 11 a.m. to 5 p.m. and Saturdays from 11 a.m. to 3 p.m. In addition, the business will make appointments outside those hours.

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