At CamRock Café and Sport, in Cambridge, Wis., patrons can rent a mountain bike, get their brakes adjusted or load up on cycling accessories. Or they can nibble crepes and attend an art opening.

Before CamRock opened last year, avid road-bikers Mark and Vicki Sewell typically headed to Madison, the state capital, for entertainment. Now, Mr. Sewell, a 55-year-old attorney, and his wife, a retired schoolteacher, make a weekly pilgrimage to CamRock, in the heart of Wisconsin's dairy country, for yoga, spin classes and a post-class...