Sportsmans Warehouse, Outdoor Warehouse, Game, Makro and Dions Wired are all part of MassMart Stores, and as such sell much of the same stuff. People tend to think that because they are a large retail store their prices should be lower than your average bike shop. This it nominally true, as walking into your LBS, and comparing prices of the bikes with what you can buy at any of the MassMart stores. Then gain some knowledge, and compare the prices again. What you at first thought to be a prohibitively expensive bike at your LBS is suddnely not so expensive compared to the bike standing at Sportsmans Warehouse, where you will have to upgrade all the components to get a comparable bike. Because they are a large retail store, they have huge overheads, which have to be paid for by someone. That someone is you, the buyer. They might get a better discount from a manufacturer, but because they have such high overhead costs, there is no saving passed on to the customer, as they have to levy higher mark-ups to cover those overheads. Their staff are normally also not trained in the various specialities available in-store, and it is often only through self study that you will get a salesperson that has any useable knowledge regarding their items on sale. We went the same route when my son first showed an interest in cycling. We visited a LBS, had one look at the prices, and ran away screaming in terror. A visit to Game, Makro and Sporsmans Warehouse, and we bought him a "mountain bike." A week later we had to take the bike back, as the back wheel was wobbling so much it threatened to throw him off the bike. They exchanged that bike, and two more, before we decided we wanted our money back, and we went back to the LBS. After speaking to some of the personnel at the LBS we bought a second hand bike at the LBS for the same price as a new bike at Makro, which we still thought was expensive, until we realised that we had not had to take the bike back to the store to have any wobblies, shakes, rattles or snaps repaired in over 3 months. From there it was a slow learning curve finding out all about the various thingamabobs, whatitsnames and thingamajigs that make a bike not just a bike, but a racing machine. We still don't know it all, and probably never will, but at least now when we walk into a Sportsmans Warehouse we can laugh inwardly at the pearls of wisdom that a salesperson will drop to try and entice us into parting with our hard earned money on something that we know he has no clue about.