The people here are friendly and knowledgeable, and that's not just specific to Madison. I travel a lot and I can say that the service is always happy to help. There's no product pushing, no snake oil sales, and if you have a question, they're pretty good at answering it.
I've routinely seen better products and better variety of new products at Vitamin Shoppe vs GNC. There's also usually better rotation and monitoring of expiration dates too (can't count how many times I've accidentally gotten stuff that's very close to expiration at GNC). Plus they're open much later than GNC too, which helps a lot.
Join up for their free rewards program and enjoy monthly coupons and quarterly money-back. I've done so and look forward to getting free stuff when I can.