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About Us

Howl Adventure Center And Howl Downtown

Howl Adventure Center and Howl Downtown are sister stores. At Howl Downtown you'll find a fun collection of outdoor and Lake Superior lifestyle clothing, accessories and gifts.  At Adventure Center you'll find outdoor lifestyle clothing, camping gear, bikes, nordic skis, service, rentals, and onsite demo trails.  We've also added a cafe offering coffee and iced drinks, gelato, sandwiches and snacks.  Adventure Club Brewing is onsite, owned and operated by our nephew Matthew Gerdts, brewmaster.  There's a nine hole disc golf course and a food truck during the summer months.  All the good things all in one place!

John and Mary Thiel are lifelong outdoor adventurers and have lived in Bayfield since 1996.  We started and operated Wolfsong Adventures in Mushing dogsled tours and Dreamcatcher Sailing charters for 20+ years before passing those businesses on to longtime managers.  We continue to promote outdoor activities in our community through excellent service, gear, instruction and support.  Thanks to our dedicated staff, supportive community, rubber ducks, and loyal customers we are able to carry out our mission and help everyone "Go Play Outside"!

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. 

Bike Purchase Warranty and Benefits


From the manufacturer:


  • Lifetime warranty on the bike frame.


  • 2-year warranty on components.


From Howl:


  • Rental Credit: Apply your rental fee towards the purchase of a bike for yourself (up to two bike rentals can be applied).


  • Labor and Adjustments: One year of free labor and adjustments, including a tune-up. 


  • Extended Component Warranty: Additional 3-year coverage on components (for a total of 5 years).


  • Purchase Discount: 10% off all bike related products at the time of purchase, including


  • Hydration cages and packs


  • Safety Gear (helmets, lights, bells, locks)


  • Apparel (gloves, jerseys, socks, cycling shorts)


  • Packs, racks, and bags


  • Note: Yakima racks are not included in this offer.


Youth Bike Program:


  • When you purchase a youth bike (under 16 years old or up to a 24-inch tire frame) from Howl, you can trade it in for half of the original price towards a new bike. Howl will keep the old bike as a trade-in. 


Try Before You Buy:


  • Test out a bike rental before making your purchase decision.