An unlocked door led to an unexpected booming start on Trek Bicycle Store's accidental first day of business. While readying the establishment for an official opening later in the week, a worker forgot to latch the front door, and a stream of customers poured into the shop, purchasing nearly 20 bikes in a matter of hours. The momentum has continued through the intervening six years as first-time customers become regulars, reveling in the attention heaped on them by a staff with backgrounds in street cycling, BMX riding, and mountain biking. Wielding skills acquired during 25 years of working with two-wheelers, Jeff, the store's cofounder, delights in explaining to guests the inner workings that make each piece of equipment function and the puppy that makes each handlebar basket necessary.

As patrons recline on couches in the lounge area, the store's crew embarks on fundraising rides or prepares to host customer-appreciation events beneath gleefully crowded racks of cruisers, road bikes, and mountain bikes. Organized jaunts around the area familiarize new riders with safe routes free of crossings for glaciers and other unpleasant obstacles.