Collareta Cycling Bicycle Shop started with the goal of being a different kind of bike shop. In an area saturated with generic bike shops, we felt that there was a part of the business that had been lost. Much like the restaurant world, where fast food and restaurant chains dominate the food offering, and the truly rich restaurant experiences are few and far between; that is the case for the bike shops, especially in our greater Miami-Ft. Lauderdale area. The individuality and service quality of the business had been lost, this in turn had modified the behavior of the customers to think of the bike shop as their jiffy-lube, in-and-out type of establishment. However, we remain focused on our goal of being a different kind of shop. We strive to make the bike-shop experience rich again for as many cyclists as we can find. Sometimes that means turning down certain types of jobs, but mainly that means, providing not only quality service, but also going the extra mile in the choice of partners and product offerings.