A bike similar to the Abajo Peak Pro would retail elsewhere for $1,700, but Washburn sells it for $849, according to his company's Web site.

Fezzari's prices have been the No. 1 selling point for B.J. Christenson of North Salt Lake, a Fezzari-sponsored triathlete.

"The pricing of the bikes is almost unbeatable," Christenson said. He's in Lake Placid, N.Y., competing in an Ironman on his T-5 Fezzari this weekend. "You get a really high-quality bike for quite a bit less than you'd find at a typical bike dealer. They don't skim on anything. They're really high quality, even though the price is lower."

As Christenson rides, he frequently gets asked about his bike. Is Fezzari an Italian company? No, he tells them with a chuckle, it's a Utah company.

"It's nice ... to have a bike company in our home state that we can rally behind and support," he said.

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E-mail: sisraelsen@desnews.com