People from all across the Upper Midwest are in La Crosse to pedal through the Coulee Region.
Organizers of Bike Fest expect more than 500 people to take part in the four-day event.
Bikers can choose from a variety of rides to go on and enjoy live music in the afternoon.
Organizers said the event grows every year, drawing in bike enthusiasts from many neighboring states.
"It brings people to town. We have a group of 30 from Amherst, Ill. We have a group of 30 from Iowa we have a couple smaller groups from the Twin Cities area, Rochester, Indiana, South Dakota. We're starting to attract people from all across the Upper Midwest," said executive director of the La Crosse Area Convention and Visitor's Bureau.
This is Bike Fest's third year.