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LAGUNA HILLS, CA (BRAIN)—Ten riders will roll out of BRAIN’s office this morning on Giant road bikes to launch the magazine’s weeklong Dealer Tour of Southern California.

BRAIN staff and sponsor company representatives will visit four local dealers today to learn first-hand the state of specialty retail.

“We will observe the variety of retail models that dealers are successfully applying and hear from store owners and their staff the challenges and opportunities specialty retailers currently face,” said Megan Tompkins, the magazine’s editor.

Today’s route begins in Laguna Hills and heads inland to Ladera Ranch, a new planned development that is home to Ladera Cyclery. From there, riders will retrace their steps back to Laguna Hills and visit Celo Europa, an Orange County retail fixture.

Riders will pedal a few flat miles before reaching Edge Cyclesports, a road and triathlon shop in nearby Laguna Woods. From there, riders will cross the I-5 freeway and enjoy a leisurely spin along one of Irvine’s bike paths before arriving at the main Irvine location of the seven-store Jax chain.

By day’s end, riders will have covered more than 20 miles and gained first-hand knowledge of how friendly south Orange County is for cyclists. Joining BRAIN editors are representatives from sponsor companies Giant, Pedro’s, Interbike and the National Bicycle Dealers Association.

Check back tomorrow on www.bicycleretailer.com as editors post a roundup of web articles with impressions and intelligence gathered from today’s retail visits.