Sometimes you just have to slam it into “The 11” and go. In the context of bicycle racing, the preceding statement is synonymous with full commitment; the platform which “The 11” is emerging from. The 11 will be the best road cycling store in Toronto. As a business it will be dynamic in a way that will re-shape the paradigm of bicycle retail. Current operations are stagnant and their business models rely heavily on the financing of the industry’s key suppliers. The 11 will operate differently which will serve as a means to define a crucial niche and forge ahead of other retailers. The customer experience at The 11 will be unprecedented and will far exceed any other retail location that currently exists. The staff has been carefully selected, empowered and motivated with a vested interest in the store’s success. Our brands will be integrated into The 11’s image and will garner interest from consumers regionally and nationally. The store’s service will be unquestionably the best in the GTA and attract all comers who want convenience and peace of mind when it comes to servicing their bicycle. Finally our extracurriculars will be among the most popular cycling events in Canada. With our partners, network and background in planning special events, The 11’s targeted community engagement will extend our reach, exposure and further enhance a Canadian cycling community and culture.