These guys are my first port of call when I need to purchase any sporting items. The sport/sports I play are somewhat obscure (especially for female players), but the staff generally know a fair bit about them, and -most importantly- are more than willing to spend an hour or more trying to help me find what it is that I want (even when I'm not sure myself!). Their customer service is excellent in all the usual ways, but it's their patience with me -an inexperienced newbie to sports- which really sets them apart in my eyes.
Congratulations on putting together a team of people who are able to leave their ego at the door when they open up for business... quite rare in any store, especially sports stores! I'd definitely recommend them to anyone.