Turin Bicycles, Ltd. opened for business in Denver, Colorado, in 1971. As a member of the Turin group, a national buying cooperative, the store was well positioned to compete in the fast growing U.S. adult cycling market. A broad selection of hard-to-get European and Asian cycling products imported by the Turin group afforded the store a competitive marketing edge that allowed for significant early market penetration and consumer recognition. The store's product mix included a wide range of bikes, from the recreational to the competition level, including Turin brand bikes, which helped establish the store's identity. Parts and aftermarket accessories, cycle clothing, shoes, and helmets rounded out the product offerings.