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About Us

Howl Adventure Center, Howl Downtown and Dreamcatcher Sailing

Howl Adventure Center, Howl Downtown and Dreamcatcher Sailing are all one business.  Owners John and Mary Thiel started Wolfsong Adventures in Mushing, Dreamcatcher Sailing and Wolfsong Wear in 1998 and it all became Howl.  When we opened Howl Adventure Center in 2018, our long-time guide and captain, Jen Dale, took over Wolfsong Adventures in Mushing and she continues her mushing adventures.

Howl Adventure Center welcomed Adventure Club Brewing in 2019 with our nephew, Matthew Gerdts as brewmaster and proprietor. Matthew was formerly the brewer at One Barrel Brewing in Madison, WI.

John and Mary along with their family, live in Bayfield.  Thanks to our dedicated staff, supportive community and loyal customers for helping make all this so much fun! 

Why Shop With Us?

We believe in finding the best product for your needs, whether it is a bike, gear, clothing or skis. Our staff will help you find exactly what you need. The best way to do that is to try it out! Howl Adventure Center is an interactive shopping experience. We are a new kind of store, where you can try things out before you buy them.  All skis, snowshoes and bikes can be tried out, either on our demo track, or once you narrow down what you want, even rented and taken to Mt Ashwabay or another trail. Many of our customers have rented several different bikes or skis over several days or trips, and their rental fees were applied to the purchase. This is the best way to get exactly what you want and need.

We stand behind everything we sell.  

We are proud to be a Travel Green Certified business. We support local conservation organizations and initiatives and community-wide sustainability efforts. Our building has a high insulation rating, paired with energy star rated appliances, water flow reducer and a solar panel array providing a large percentage of our building power. All these efforts combine to support our sustainability goals and provide a cleaner environment for our local community.