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I'm a huge fan of REI. Yes they have gone very mainstream lately but have done a decent job of keeping to their roots. They're still a co-op so a one-time membership fee and you get a dividend depending on how much you spend. It's like getting 1-10% of your money back!

And I have an REI credit card so I get a huge dividend every January! REI is still the go to place for most people at a beginner level of many sports, but it can't always beat the specialty stores.

Rock-solid ecommerce site. They do things right here.