And it is this history that makes Over The Edge Sports so unique.

The destination bike store is now the epicentre of the cycling tourism in the southern Flinders Ranges - a strong market that has flourished.

It all started when the Southern Flinders Ranges Development Board, South Australian Tourism Commission and Bike SA obtained a study grant to travel to the US to meet Troy Rarick, an inspirational character who turned a sleepy Colorado town of about 3000 people into a thriving cycling hub.

It now attacts up to 50,000 riders a year.

His philosophies and vision were incorporated into Melrose, where cycle tourism today is one of the biggest income sources for the region.

Richard Bruce said Troy’s vision convinced him and business partner Alistair Smart to take an extraordinary “leap of faith” in opening a cycling business - and hence, Over The Edge Sports was born.

The store operates under a franchising agreement with Troy’s American business and has proven hugely successful since opening in Melrose on March 14.

Over The Edge Sports is a boutique operation - far from your typical bike store, it also has an internet cafe and is a great spot to enjoy a steaming cup of coffee.

“Our wives are involved so we have put their passion in the shop as well,” Richard said.

This includes locally-made wool and wooden products and chocolates, as well as the more typical cycling products such as bike gear and clothing.

Being a destination bike store, it is ideal for riders travelling through the area who need those last-minute items before going on a trail ride.

Richard said Troy Rarick has visited the region several times, including since trails were created, and is extremely impressed at how Melrose is adapting to his vision.

And it seems this market is only going to get bigger and better, with plans to have 200 kilometres of trails in the region by 2010.

Over The Edge Sports is also proud to promote the sixth annual Melrose Fat Tyre Festival, coming up soon.

“The Fat Tyre Festival is our annual showcase event, a chance for everyone in the mountain bike community to get together, check out the local trails and hang out with like-minded people,” Richard said.