I was shopping for CAAD10 at my trusty LBS in Toronto. They only had a 52cm in stock even though I thought I needed a either a 50 or 52cm. Even with a 52cm test ride on the road it's still hard to tell after 10 mins. Afterwards I arranged some time with their master fitter and after 1 min on the 52cm bike on the trainer he told me it doesn't suit. Most stores only want to take your money by selling you what they have in stock and try to make adjustments later. My fitter was very honest and went out of his way to order me a 50cm and come back for another fitting. 4 days later I picked up the 50 cm bike and rode about 45km, even though a 50cm bike is the perfect size for me, there still had to be some major adjustments to be made to feel comfortable. My arms & legs are a bit on the short end so the reach even on the hoods, worst on the drops was a bit stretched. I went back for another dynamic fit with the master fitter and he changed the stem and headset ring height, adjusted the seat height and adjusted my cleats at no charge. Now the CAAD10 feels as if it was custom fitted for me. Rode another 20 km's afterwards and my body just felt awesome with no pain from stretched muscles like before, fully balanced and not wasting any energy peddling with my weight properly distributed. A great fitter is definitely worth it, though unfortunately most bike shops charge $100-$200 for this service, mine came free with the bike purchase and any adjustments can be made free of charge for 3 yrs. Some things are just not DIY.