Many expensive bikes on sale, fair range of stock, but very expensive. I was looking for road bike clothes, and the cheapest one was more expensive than other bike stores. I looked at their "on sale" section, and the prices were still above $100 for bike jersy or knits, but with holes in them or other defects. Don't bother with this bike store, I now get my stuff delivered for free from either wiggle or evans cycles. I bought a bike pump for $80 but should have waited to buy elsewhere for same bike pump cost $30. I went to buy a bike tool for truing mavic wheels, they didn't have it in stock, and said I had to wait for it to come in and would cost $50. I subsequently went to another bike store, Liberty Bikes in Morley, who gave it to me for free! (apparently you get it free anyway, because they come packaged with any Mavic wheelset). I know Bike Force sponsor many bike events, and with many franchises around, they must be doing well to afford all that advertising. I guess many people are lazy and don't shop around or don't do their research.