It's no frills. You won't be wowed by impressive displays. But if you're a serious athlete, you will appreciate their prices. I don't buy my shoes there, but I do buy most of my swim stuff there (if not online) and some gear for my runs.
To put it in perspective, my $70 MSRP TYR swim suit retails for $70 at Sports Authority, about $60 at Sports Chalet, around $50 at Dicks, and $30 at Big 5. The exact same suit. So if you want to save money, try Big 5 first.