I needed to rent a bike on short notice. Williamson was cheap and their bikes were in pristine condition. That's enough to sell me on the place.
I went to Madison for a bike trip to the New Glarus Brewery, about 30 miles outside of the city. Unfortunately, the bike I was going to borrow was no longer available and I needed a plan B. Within a half hour, Williamson had me set up with a perfectly sized road bike (my request) for $15/day, $24/2-days.
Madison has an amazing, world-class set of bike trails. Even if you're a local, you should take advantage of the great setup available: rent a top-of-the-line bike and take a spin on the smooth trails of Dane County.