All you need to know is that the owners (John & Brooke) are multiple-time Ironman finishers. In other words, they get it. They know what triathletes need and have put it together perfectly in this store. Their product offering is extensive and they only staff the store with accomplished triathletes who also understand the sport.
In addition, they frequently host athletic education events and have started offering "meet and greets" with Matt Russell, a pro triathlete they sponsor. Finally, they're very charitable and donate a portion of their profits to various charities that they sponsor. In short, there's really not much they could do better and I'm a huge fan!