I think online stores that can provide a better experience can still compete.

I really like swimoutlet.com for swim equipment at good prices. They are very easy to search for exactly what you need, and everything is decent quality, with all the big brands, but also their own house brand and some lesser known brands too. They really know aquatics.

I would try to put a referal link here to try and get $20, but I can’t figure out how it works.