Zane's Cycles is a New England bicycle store located in Branford, Connecticut, started by Christopher J. Zane in October 1981, at the age of 16. Since then, the store has grown from a local bicycle and hobby shop, to the largest P&I (Premiums and Incentives) distributor of bicycles in the United States. In another quite opposite strategy, his focus on establishing a bond with the customer through simple gestures—like selling children's helmets at dealer cost, and offering lifetime guarantees—was a topic in an article by the Harvard Business Review.