Every year cyclists across the country look forward to Tulsa Tough weekend in downtown Tulsa.
Friday, it officially kicked off with four races in the Blue Dome District.
For some businesses, this weekend is the best weekend of the year.
With three days of bike racing that bring in cycling enthusiasts from all over the country, some call it Tulsa's Super Bowl Weekend.
And from professionals to beginners, the Phat Tire Bike Shop serves them all.
"This is probably the biggest weekend of the year," Sales Manager Tyler Russell said.
Russell said they start seeing more customers weeks in advance, preparing for the races.
"Weeks leading up to it is great for our sales. And we see a ton of out-of-towners," he said.
But it's not just bike shops; Blue Dome restaurants and bars get a nice boost from Tulsa Tough, too. It's a weekend Dilly Diner server Kelsey Trivitt looks forward to - more business means more tips.
"Yeah, for me. It's great for me,” Trivitt laughed.
She said last year's Tulsa Tough weekend was so busy it flew by.
"It was, yeah. Pretty much, it was a blur. There's a couple of weekends here that we get really busy for. Mayfest is one of them, the Blue Dome Festival, and then Tulsa Tough," she said.
Now in its 12th year, businesses say Tulsa Tough gets bigger and better every year.
"Without a doubt it gets stronger, and there's so many people - especially non-cyclists - that don't realize what a cycling gem Tulsa really is. It's a hidden one," Russell said.