This guy went to the SRAM MTB Experience store…so you should too. Yes, that is a harmonica. Photo: Morgan Meredith

SRAM's has opened a retail store in the Whistler Village to stay open for only a limited time–the durration of the Crankworx event. The store, however, isn’t out to make a profit, but rather support SRAM’s World Bicycle Relief program.

Since its start in 2005, World Bicycle Relief has been providing families and individuals in severe poverty independence and livelihood through access to bicycles.

All proceeds from the sales at the SRAM MTB Experience will go directly into funding World Bicycle Relief.

There’s more to the retail store than just hats, t-shirts and hoodies.

Photo: SRAM

There is also a silent auction for the photographs on display, which were shot by Adrian Marcoux. The auction will be open for bids through Sunday, July 24. Minimum bids will start around $125.

The SRAM MTB Experience store will be open in Whistler Village from July 18-24. Doors will be open from 10-5 everyday. The store is located behind the world-famous Zog's food stand.

SRAM also partnered with Red Bull, Monster and Troy Lee Designs to create a locker room for Brandon Semenuk and Cam Zink. Throughout the week SRAM will host athlete autograph signings with their top Crankworx DH and slopestyle riders.

Since the doors opened, there has been everything from Sam Hill's Specialized Demo team replica rig to Steve Smith's mud splattered Devinci that he won the Canadian Open DH on.

So far the World Bicycle Relief has given away 81,192 bikes to those in need.

Ever wonder what goes on inside SRAM’s parts? There is a table full of cut-away products.