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ALTER EGO SPORTS ADVANTAGE  We Want to be Your Shop - For Life

Thank you for choosing us as your local bike and snow shop. We appreciate your business and are committed to earning it every time you visit. We are open to feedback and are always looking to improve. If you ever have any questions or concerns, please call or email us. If you had a positive experience, please consider writing a review on Google or recommend us on Facebook. We thank you for your support.


Jeff & Heather Martin

Limited Lifetime Service

We believe in protecting your investment with regular service, that's why every bike we sell (excluding BMX) comes with LTD LIFETIME SERVICE, which includes a FREE Ready to Roll Package every year. we also include UNLIMITED ADJUSTMENTS for the first year because all bikes have a break in period.

Lowest Price Guarantee

Shop with complete confidence. If you find the same item in stock, in the same size and colour for less we will happily match the price. If you already bought the item from us, bring it in and we’ll refund you the difference for up to 14 days from the date of purchase.

30-Day Test Ride Guarantee

Buy a bike from us, and if any time within the first 14 days of purchase you’re not satisfied, you have the option to return it - provided the bike is in resellable condition. In the first 30 days you have the option for credit toward another bike of equal or greater value that will work better for you.

Certified Retul Fit Services

Not every bike fit is created equally. Education and experience matters. No one in the region is more qualified to fit your bike than our fit studio staff. Using the Body Geometry method and the Retul Technology, we’ve been helping clients find more comfort, speed and power on their bike for over a decades. Book an appointment today!

Appointment-Based Service

We don’t want you to be separated from your bike any longer than necessary. Which is why our service shop operates based on appointments. After booking your repair, simply drop off your bike the day before your appointment and we'll have it ready by 8:00PM the next day. 

Got a flat? We can get your bike road ready within 24 hours. 

Book an appointment online now. 

Hot Deals

We carry bikes from Trek, Specialized and Cannondale, so we not only have the best bikes and accessories around...but we have the inventory and selection to back it up. Come by today and check out the deals! Or view our master sale list for everything on sale today.

Don't take our word for it...

Checkout what our customers are saying about their experiences on Google reviews.

Curtis Miller 

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I would have to say one of the best experiences possible to receive when buying a new bike. Their services are phenomenal and the staff are basically like a friend. Would personally recommend place to anyone who wants a start to finish, smooth and amazing experience when buying a bike. ***** Stars

Jan 23, 2019

Wayne Wiebe

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Great customer service that is second to none. Appreciated all the help to find the right bike and Jeff went above and beyond to make sure everything was done right.  Recommend them to anyone looking for a new bike !

May 2, 2019


Glen Parsons

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Streamlined repair intake process, knowledgeable and passionate staff, bike history is kept on file. Customer-focused local business.

Oct 24, 2018


Patrick Griffith

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Best bike mechanics around. Good turn around time, good communication with the customer, skilled in their jobs. The only shop I let work on my babies Impressive selection of high end bikes and gear

Jul 7, 2018

Julia Kraemer

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We were helped so attentively. We were unsure of what we were looking for. Staff was very accommodating at knowledgeable. We felt a genuine interest was taken in us. Thanks folks! Excited to pick up my man’s bike next week!!

Apr 27, 2019


Taren Gesell (Triathlon Taren)

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Alter Ego is my go to bike shop because the staff is all so knowledgeable that I always receive great answers to my questions. Before going there regularly I didn’t know a lot about bike selection and maintenance, but after a few years of going there almost exclusively I’m a lot more confident about my bike knowledge and if I ever need advice their staff is great.

Jun 8, 2019