After practicing orthodontics in Janesville for over 30 years I’m often asked why I opened a new office in Madison.
It all started after a night of yoga in Oconomowoc. I know, this sounds a little strange coming from an orthodontist.
First, a little background. When my son, Dr. Brian Pelsue, joined my practice in 2008 I began to pursue other interests. One of my passions was stand up paddleboarding. I decided to turn my passion into a business and opened a paddleboard shop on Fowler Lake in Oconomowoc called Boards and More. Part of the business plan was working with yoga instructors to teach paddleboard yoga, so it wasn’t long before I was taking paddleboards in and out of the lake 3-4 times a week for the various yoga instructors I worked with. At the end of the summer of 2016 one of the instructors asked what I was going to do now that the season was coming to an end. I replied I wasn’t sure, and she suggested I look into teaching indoor spinning classes. After researching the spinning business, my younger son, David, and I decided to open three spinning studios called Cyclebar, one in Brookfield and two in Madison. David and I felt the ideal westside Madison location would be the Hilldale Shopping Center. However, the only space available was the former Flat Top Grill, which was too large for the studio. Since my other son was running the Janesville orthodontic practice, I negotiated with Hilldale management to take up the excess space available to open an orthodontic office specializing in Invisalign. Hence, Beam Smiles, Madison’s Orthodontic Specialist, was born. The result has been nothing short of amazing. Beam is staffed by two incredible “Smilestars”, Emmie and Karen(more on them in another blog, they both have backgrounds that make them ideal for taking care of our Beam patients). I can’t say enough about the patients that have become a part of our Beam family, just that we feel blessed to have the opportunity to serve them. If you get a chance, please stop by to say hi and check out our studio, it’s one of a kind in the city of Madison.