The Bike Cycle shop in Portland, opened on April Fool’s Day 2004 by Percy Wheeler and Dugan Murphy, has emerged as a haven for many local cyclists who see cycling as a lifestyle rather than a sport. This unassuming little blue shop on the corner of Deering and Congress streets caters to its own niche market -€ the hip urban cyclist, that horn-rimmed antithesis to the sport rider on his skinny performance bike, head to toe in spandex. The shop has captured a lot of lucrative business -€ and the imagination -€ of many in the urban cycling community.