Officers say Shannon Nealis of New Glarus was going south on Highway 53 on the north side of La Crosse at around 10 a.m. Sunday morning.

That's when he lost control of the motorcycle. They say he was pronounced dead less than an hour later at Gunderson Lutheran Hospital.

Officers say Nealis was probably in town for S&S Cycle's 50th anniversary celebration. Officers say the crash is still under investigation.