Locally owned; knowledgeable staff! There are so many nutrition products, supplements, and magical elixirs available now. While GNC might carry a bigger variety and Wal-Mart might be cheaper, you can count on these folks to help you choose products that fit your fitness goals and be fairly straight with you about the relative value of your different options. I was looking for a protein supplement to help me build lean muscle mass and the owner was very helpful in not only describing each product, but helping to demystify marketing hype from the truly important specifications of each product. Also, about half the price quoted on amazon.