I went to a seminar held by a VERY well respected guy in the retail- and specifically bike- industry.
He talked about how the bike industry is in the pits right now with no growth- but then he talked about WHY bike shops are floundering.
This was one of his main topics. He hammered away on this, and I was nodding my head "YES" the entire time. I am one of those "cyclists in disguise" and have been looked over in shops MANY times.
This is one of the reasons why *I* am designing the floorplan, merchandising, and picking all the soft goods for the store. It's also another reason why I wanted to go with Giant. The take WSD seriously from the ground up.

Sigh... I promis ladies when "Estrella Mountain Cyclery" is up and running it will be the MOST friendly shop for ALL!!! And I'll make darn sure of that!