The Bike Company occupies a storefront space in the middle of its shopping plaza. Inside, it's a place for professional racers and, as they say, "those who fantasize" about the life. The friendly staff is expert in all things bikes and especially knows how to cater to the needs of serious riders. The showroom has tall ceilings and lots of light, with a full range of products on display. From the helmets in the far left corner to the handlebars to the right, The Bike Company has most anything a rider needs, on hand and in stock. High-end parts are displayed in cases and they frequently elicit "oohs" and "aahs" from even hardened riders. The Bike Company sells some apparel and DVDs, too, and even has a few protein and nutrition supplements for sale.