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Roll Call

Chicago’s newest bike shop’s proprietary custom-fitting technology is the wheel deal.

Roll sells and services bikes for everyone from professional road and trail warriors to toddlers who are just learning to ride.

Are you ready to ride? Roll, a family-owned, Ohio-based bike retailer, has finally brought its world-class service to Lincoln Park. The 4,300-square-foot store stocks models from top brands like Giant and Felt, as well as a full range of accessories and apparel for either pedaling to work or conquering the toughest trails in style. Even the youngest of cyclists aren’t left out, with bikes available for riders as young as 2. But what really sets Roll apart is its proprietary (and complimentary) Roll: Perfect Fit, a laser body scan that measures key points on the body and helps Roll’s highly trained professionals recommend custom adjustments to your ride to maximize both comfort and performance. Every client’s information is recorded, allowing for quick refits as your riding style progresses to more advanced postures. The store also boasts a full service center offering everything from basic maintenance to a complete overhaul, making Roll a one-stop shop for riders of every stripe. 2163 N. Clybourn Ave., 773.697.3920,