THE Winner's Edge bike shop has cause for a double celebration after the business's tenth anniversary was capped by being named Outstanding Distributor 2002 by one of the world's biggest cycle manufacturers.

Co-owner Paulo Medeiros was listening to the presentation of the award at a convention in Milwaukee organised by US cycle company Trek, when he first realised that the Church Street store had beaten off competition from all over the globe.

"Half way through the speech, I realised he must be talking about Winner's Edge," said Mr. Medeiros. "It was a complete surprise. I did not expect that.

"So I had to go up and receive it. It was the only award they gave out. We were competing against distributors from places like Korea and all the South American countries. They have millions of people. And it was not just bike shops we were up against, it was distributors."

Mr. Medeiros was presented with a framed photograph of triple Tour de France winner Lance Armstrong riding a Trek bike to mark the award.

The store's co-owner Greg Hopkins said: "Obviously we are very proud to get this award and what they did not know was that we also celebrated the tenth anniversary of the business on June 12 this year. So it's something of a bonus for us.

"I think they must have taken into account the size of the island and the volume of business we do. We started off with nothing and now we are selling between 1,000 and 1,200 bikes a year. We are very proud that we have managed to build up the business to this extent."

Mr. Hopkins, a former national triathlon champion and policeman, said the store was a labour of love for both him and Mr. Medeiros, who worked for 20 years at Wheels before Winner's Edge.

"From my involvement with the organisation of cycling and as national team coach and from Paulo's 30 years in the business, obviously cycling is a passion for us," said Hopkins.

"There is a direct correlation between our love of cycling and working in the environment of a cycle shop. It's very satisfying."

Winner's Edge carries out repairs as well as bikes and accessories and Hopkins said customer care, including post-purchase, was of paramount importance.

Both men put a heavy emphasis on price competitiveness and by bringing in bikes by the container load, they said they were able to offer prices as low as US stores.

It's important they enjoy their work, since they work in the shop from 8 a.m. to 6 p.m. in the store six days a week, putting aside time to do paperwork before the store opens at 10 a.m.

"We're basically a two-man show," said Mr. Hopkins. "We have had some part-time staff, mostly our junior cyclists who share our passion for cycling.

"Now, after ten years, we have decided to take on a full-time employee for the first time. He is Stephane Carpentier, a well respected cyclist in his own right, who has the same passion for cycling as us and will hopefully have the same drive."

Winner's Edge is heavily involved in the local cycling scene and currently sponsors around 15 local riders. In the past, they have sponsored up to 20. And they also provide mechanical support for local cycling and triathlon events as well as the CD&P Grand Prix, the island's annual pro cycling event.

"Sponsoring cyclists is a big financial commitment and our accountant sometimes gives us a sideways glance when we add up the amount of money we are basically giving away," said Hopkins.

"But it is our way of supporting cycling and it is a good vehicle to promote our business. When the Grand Prix is on, we get about 100 cyclists from overseas here and we offer them free mechanical support. That is how involved we are in cycling."

Looking ahead to the next decade, Mr. Hopkins and Mr. Medeiros said they would ideally like bigger premises. But they added they were happy with their excellent long-standing working relationship with current landlords the Gibbons Company and would have to weigh up whether a bigger store would be affordable.