About
Milwaukee Aquatics is a mom-and-pop fish store on Milwaukee's map that inspires loyalty among its regulars, even as it draws mixed reactions from some visitors. Owner Travis and staff member Chong are the heartbeat of the operation, known for lengthy, genuine conversations about fishkeeping — Travis once spent 20 minutes on the phone helping someone who'd inherited fish they knew nothing about, and he's the type to offer used filter media to help a customer kickstart a new tank's nitrogen cycle. The store stocks a solid freshwater lineup: guppies (including the harder-to-find larger females), green Cory catfish, angelfish, basic cichlids, goldfish, koi, axolotls, and an assortment of snails.
They also carry saltwater fish, though freshwater is clearly the primary focus. One detail reviewers consistently praise is that bettas are kept in actual tanks rather than the tiny cups ubiquitous at chain stores. Live plants are a genuine draw — customers report bringing home healthy specimens, including a rare potted Anubias variety.
During summer months, the store offers large aquatic plants suitable for ponds. On the equipment side, Milwaukee Aquatics runs individual filtration on each display tank, which customers note reduces the risk of cross-contamination. They carry supplies, frozen fish food at prices well below big-box competitors, and occasionally stock reasonably priced used tanks and equipment.
One customer walked out with gravel, decorative rocks, driftwood, fish food, and plants for under $50. The store has drawn criticism from some visitors regarding tank conditions and fish care standards — concerns about overstocked koi tanks and sparse axolotl setups have surfaced. Others counter that the tanks are immaculate and the fish look healthy.
Opinions clearly vary depending on when you visit. What keeps people driving back is the personal touch. Travis helped one customer pack fish for a 13-hour road trip, and first-time fishkeepers consistently leave feeling educated rather than pressured.
It's a small shop with character, competitive pricing, and staff who'd rather talk you out of a bad purchase than make a quick sale.
What they offer
Livestock, services, water
- Livestock & products
- AxolotlsCichlidsBettasGoldfishKoiLive PlantsAngelfishLivebearersInvertebratesFish FoodAquarium Equipment
- Services
- Specializes in
Highlights
What makes them special
- Bettas kept in proper tanks instead of cups
- Individual filtration systems on each display tank
- Competitive pricing on frozen fish food and supplies
- Live aquatic plants including rare Anubias varieties
- Summer pond plants available seasonally
From keepers
Customer reviews
“On Google it suggests he has rare freshwater fish for sale. There are more rare fish at petco than at this store. Majority of tanks were empty with fish that did not look happy at all. The immaculate tanks were nice with barely any fish in them or tanks without lights. This store should definitely not be on anyone’s list to stop to shop. What a waste and the owner I’m sure is capable of getting anything in just like any other store but it sure would be nice to see great selection like the Google description states rather than be pathetic and fooling someone to drive 40 minutes for NOTHING.”
— Brent Thelen2.06 days ago“Definitely a place for fish aficionados, with many specialty fish. But I am a new fish owner who just wanted to set up a tank for my 7-year old son who wanted to buy one fish with his Christmas money. The owner set me up with a nice 10-gallon tank, filter, and bubble wall for a great price to get things started. Even more than that, he shared his expert advice for starting up a tank, which proved to be awesome. Will continue to go back when we have other needs.”
— Matt Wood5.0a week ago“Very nice store and the fish look like they are very healthy. The customer service is amazing. Over all the prices are good and the fish are good looking.”
— Nova Janik5.02 weeks ago“Honestly this place is disturbing. There’s koi fish in 5/10 gallon tanks. The axolotls have nothing in their tank, no covers and hardly any sand, with a blue light shining dead at them. There was a dead koi fish floating in the small tank it was literally left to rot in. I think anything you get from here would be a rescue but then you’re supporting this hack job of a store and will probably bring home a pet you’ll have to fight diseases off. The prices are good because they treat their animals horribly. The tanks aren’t a taken care of well. I honestly am floored this place has anything above a 1 star. Edit to respond to owner. Very true I came in this Saturday 10/11/2025, run your cameras back boss. I could tell you exactly who was working. And how is it not true when I have pictures, do you want them posted with the time stamp? Be more professional before animal welfare is called on you. Axolotls need coverage and places to hide, if you knew anything about amphibian care, yours in their empty tanks look miserable. You took pictures of them under the blue light to prove they want to be there but show a picture of the tank so that we can see there’s no where FOR THEM TO GO to get away from the blue light, that is what my picture shows. But a blue light and a literal handful of sand thrown in there is proper axolotl care, please cite your sources Owner. You can see in my picture the whole tank has the blue light exposure, why don’t you post pictures once they’re being properly cared for. I’ll be happy to provide time stamps creep to dispute your timing claims. Additionally, I posted the picture with the koi that’s in the 10 gallon tank next to your dead floating fish regardless of its breed, it’s dead. There were two other tanks with kois in the same size tank, What’s the excuse for those being in a 10 gallon and looking stressed because they can hardly move. Hey owner, do you know how big koi’s actually get or what’s the excuse for these being in a small tank? When was the dead one cleaned if I came in Saturday and it’s only Sunday 10/12, and please be so for real when you respond with your weird lies. Added the time stamp of your dead fish friend 👍🏽 and if you check the time, I came in at the end of your hours of operation, still dead boss.”
— Angelo1.03 months ago“I stopped in a little before closing a few weeks ago and received great customer service as well as detailed advice on getting the fish I purchased as a gift to make it back home with me on a 10 hour drive the next day. All fish made it home alive and survived and added 3 hours for a total drive of 13 hours due to severe storms thanks to the advice and directions of the store owner. I so appreciate the 5 star customer service and will stop by for all my fish needs when visiting the area again. Thanks again!”
— Rebecca Jones5.0Edited 4 months ago“Enjoy seeing lots of fishies!”
— angela gomes5.04 months ago“Plants these guys got me are super healthy!!”
— J Pritz5.05 months ago“the main guy was so nice and was very knowledgeable:)”
— Kay Vee5.06 months ago“Travis was amazing we stopped in described the issue with our tank and he knew what we needed right away even gave us a couple different options. The store is full of quality fish, snails, and plants. For the size of the store they have a huge selection. All of the fish and plants looked extremely healthy and Travis who helped us out was very knowledgeable. We will be back for our next fish issue or hopefully next tank setup!!”
— Shayla Gwinn5.06 months ago“Friendly staff does all he can to help i feel comfortable in his store”
— Jarel Webster5.06 months ago
Reference
Frequently asked questions
Note — Store information and services may change. Always call (414) 719-5025 to confirm current availability, hours, and services before visiting Milwaukee Aquatics.