By Jason McDowell Creative Director Published Feb 20, 2025 at 5:15 PM Photography: Mitchell Vincent

The Kwik Trip Tour of America's Dairyland is returning for its 16th year, bringing back-to-back bike racing and block parties to Wisconsin from June 19 - 29, and they just announced their schedule on Instagram. Registration opens on Saturday, March 1.

Whether you're in the pack pushing yourself to your limits, on the sidelines banging on the boards cheering for more heart-pounding drama or sitting on the local cafe patio to enjoy the spectacle with a beer, there is something for everyone.

While there are those mainstay stops you've come to expect, there are always a few new surprises to shake up the schedule.

Manitowoc and Mount Pleasant are out, and two new spots have been filled in, including an additional day in De Pere—which will feature a second, unique race course from day one—and Oak Creek's Drexel Town Square, which will enter the schedule for the very first time, as the newest mid-week destinations.

Another notable addition is the Masters and Junior Road Cycling National Championship (MaJR), which partially overlaps the end of the series, between June 28 and July 3, and effectively extends racing opportunities an additional 3 days. These national champ races are targeted by the best youth (ages 12-16) and older adults (ages of 35-99+) to duke it out for the highest honors in three different disciplines—Crit, Road and Time Trial.

What is ToAD?

The Kwik Trip Tour of America's Dairyland (ToAD) is a multi-stage criterium (often shortened to "crit") race in which cylists (and hand-cyclists) compete across multiple laps to be first across the line. Race blocks are lined up throughout the day by age, gender and skill-level.

ToAD draws racers from all over the country, and often from around the world, because it is somewhat unique amongst the North American crit scene. There are no other opportunities to race back-to-back(-to-back-to-back-to-back, etc.) for eleven days straight; most crit events offer a day or, at best, perhaps a multi-day weekend. Chicago Grit, the sister-series across the border caps out at 10.

On a recent episode of Cyclocross Radio, Adam Myerson…professional racer, race organizer and multi-time National Champion…pointed to ToAD as a model of what crit racing should look like (approximately 28 minutes and 30 seconds in):

"When I talk about to people [about ToAD], one of the ways I always describe it is, 'It's the bike racing that we all fell in love with, that doesn't exist in very many places anymore.' ... It feels like the [type of] criterium racing that is [the reason] why I race bikes and why I love criteriums. One of the few places it happens is at ToAD...and so ToAD is one of the events that people will target."

The Tour of America's Dairyland schedule

ToAD! ACC! MaJR! This year in particular is quite a tangle of events, so here's what we know so far:

Day Location Notes
Thurs, June 19 Janesville
  • Elite series (11 days) kicks off.
  • First amateur series (5 days) kicks off.
  • Hand-cycling series (3 days) kicks off.
Fri, June 20 West Allis  
Sat, June 21 Grafton
  • Hand-cycle series concludes.
Sun, June 22 De Pere, Day 1  
Mon, June 23 De Pere, Day 2 (New!)
  • First amateur series concludes.
Tues, June 24 Cedarburg
  • Second amateur series (5 days) begins.
Wed, June 25 Oak Creek, Drexel Town Square (New!)  
Thurs, June 26 Bay View, Milwaukee  
Fri, June 27 Shorewood
  • American Crit Cup Junior points competition.
Sat, June 28 Downer Ave
  • American Crit Cup Elite points competition.
  • Kickoff of Masters and Junior National Championships (5 days).
  • Second amateur series concludes.
Sun, June 29 Wauwatosa Village
  • Elite series concludes.
  • Tour of America's Dairyland concludes.
Mon, June 30 TBA  
Tues, July 1 TBA  
Wed, July 2 TBA
  • Masters and Junior National Championships concludes.

For more information, visit tourofamericasdairyland.com.

Jason McDowell Creative Director

Jason McDowell grew up in central Iowa and moved to Milwaukee in 2000 to attend the Milwaukee Institute of Art and Design.

In 2006 he began working with OnMilwaukee as an advertising designer, but has since taken on a variety of rolls as the Creative Director, tackling all kinds of design problems, from digital to print, advertising to branding, icons to programming.

In 2016 he picked up the 414 Digital Star of the Year award.

Most other times he can be found racing bicycles, playing board games, or petting dogs.