If traditional bicycle shops are to SBR, Altheus and JackRabbit as coach is to first class, then Signature Cycles is a Gulfstream jet. “Very, very boutique,” David Jordan, a cycling coach and former professional racer, said of Signature Cycles. He said that Paul Levine, Signature’s owner, will “offer you a glass of Courvoisier while you discuss your cycling habits.”

At Signature Cycles’ Manhattan store (there is also a branch in Central Valley, N.Y.), there is a massage table for range-of-motion analysis. There is an espresso machine. There is, at the bar, Penfolds Shiraz and Maker’s Mark. Courvoisier, too. There is a shower, because the fitting can be strenuous, and, as Grant Salter, an employee, said, “Our clients are Wall Street guys, and they don’t want to go back to the office after a visit here and close a $5 million deal all sweaty and smelly.”

Wow. I guess I should open a Sailing Boutique in Manhattan, sell custom carbon A cats to the Wall street boys for $30K!