Estelle Bicycles

Sean Gilligan is no stranger to the world of cycling. He's indulged a passion for biking his entire life, riding both recreationally and competitively and passing many an afternoon in local bike shops. It was in these shops that Sean first grew dissatisfied with a pattern of cookie-cutter-like service and cluttered storefronts that felt impersonal, like an attic full of someone else's stuff. To rectify this, Sean opened Estelle Bicycles, an intimate shop that stocks high-end bikes from BMC, BH, and Marin and offers friendly, personalized service.

Instead of immediately whisking away mangled bikes to the service department, technicians examine roadsters with their owners and rattle off options for repairs. Clients can modify the service level, resting assured that they won't return to a behemoth bill at pickup. The mechanics administer similar care to patrons shopping for a new ride by using the 3-D Retul fitting system. During fittings, the experts affix LEDs to pedaling customers, which transmit signals to a computer that maps out the rider's activity in 3-D. Staffers then pore over the movement patterns before guiding visitors to the ideal cycle.