The new shop sounds cool indeed.

Armstrong was prominently featured on top of the last issue of Momentum magazine:
http://www.momentumplanet.com/issue/33



There is another photo in the issue where he is riding his bike over some bridge (in Austin, I suppose) without a helmet. I would suggest sending him a note (or mentioning it if you see him at the store). He's maybe "too good" or "too cool" for a helmet but it's not really cool for parents trying to get their kids to wear one to see role models like him doing without...