"All that is left is for a mea culpa -- but I don't think that is ever going to come," said president of the Austin Cycling Association Gilbert Martinez.
(CNN) -- Forty days alone in the wilderness was enough for Jesus, but Lance Armstrong is facing an altogether longer period of solitude.
The disgraced former cycling icon was stripped of his seven Tour de France titles 44 days ago, on October 22, and has spent most of the intervening period in his hometown of Austin, Texas.
While he contemplates his next move, there have been beneficiaries of his newfound infamy, notably Mellow Johnny's bike store.
Call it the power of celebrity or call it voyeurism, but thanks to Armstrong's notoriety, the Austin store co-owned by the disgraced cyclist, with its name inspired by the Texan's nickname on the Tour -- Mellow Johnny's, an Americanized version of the French for the leader's yellow jersey, maillot jaune -- is doing just fine.
Giant photographs of Armstrong crossing the line, arms aloft, loom over racks of bikes; a set of framed, signed yellow jerseys fills another wall; Armstrong merchandise is on offer at every turn, from cycling spandex to lemon-flavored waffles.
"It would be Lance's decision," general manager Will Black explained when asked why the memorabilia remains on display, given Armstrong's spectacular fall from grace. "If he decides he wants us to take them down, we would, but until that happens, they will stay up."
How an all-American hero fell to earth
Oprah Winfrey speaks with Lance Armstrong during an interview on the controversy surrounding his cycling career on Monday, January 14, in Austin, Texas. Oprah Winfrey's exclusive no-holds-barred interview with Lance Armstrong, "Oprah and Lance Armstrong: The Worldwide Exclusive," has expanded to air as a two-night event on OWN: Oprah Winfrey Network. The interview airs Thursday, January 17, and Friday, January 18.
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Armstrong effigy causes outrage
And by the look of the shop's bustle on a Monday morning, Mellow Johnny's will survive the scandal that has enveloped Armstrong.
"We haven't seen it in terms of the number of customers coming in," Black said. "It really hasn't had an effect in a negative way."
It is not just cycling enthusiasts that are flocking to the shop; the stars of Formula One also stopped off during the sport's first visit to Austin last month.
Ferrari driver Fernando Alonso took a look inside Mellow Johnny's while seven-time world champion Michael Schumacher and Mark Webber of Red Bull both purchased bikes.
Lance Armstrong's epic downfall
Written out of history
Since the release of the U.S. Anti-Doping Agency's report that stated there was "overwhelming" evidence Armstrong was involved in "the most sophisticated, professionalized and successful doping program" ever seen in professional cycling, the American's reputation has unraveled like a onion being peeled away one layer at a time.
Armstrong steadfastly maintains his innocence. But a few blocks east of Mellow Johnny's is the yellow-hued headquarters of the Livestrong Foundation -- the charity Armstrong set up after overcoming testicular cancer that had spread to his lungs, abdomen and brain -- which has taken down his Tour race-winner's yellow jerseys.
But if the American has been written out of cycling history -- "Lance Armstrong has no place in cycling," said the International Cycling Union's president, Pat McQuaid, recently -- the cyclist's legacy at home in Austin remains deep-rooted and complex.
After conquering cancer and winning seven Tour de France titles, Lance Armstrong became an American icon. However, after years of doping allegations, which the cyclist steadfastly denied, the sport's governing body stripped him of his titles and banned him for life.
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It was thanks to Armstrong that this laid-back city became synonymous with cycling.
Its biking culture has been strengthened by the presence of close to 50,000 University of Texas students using bikes to commute around town, the city's provision of cycling infrastructure and the popular biking trails that circle the shoreline of Town Lake on the fringes of downtown.
Few in the city disagree that Armstrong put Austin on the cycling map -- and vice versa.
"The Lance Armstrong effect is part of what gave cycling such a big boost here," said Gilbert Martinez, president of the Austin Cycling Association Gilbert Martinez.
"When he started winning the Tour, there was lots of buzz. People gathered to watch it; there were parties all round town, not just at bike shops but at bars and grills. It was a tremendous boost."
The city paid tribute to Armstrong's contribution to cycling with the creation of the Lance Armstrong Bikeway, running east to west across downtown.
There have been calls for the bikeway to be renamed, but Austin's Mayor Lee Leffingwell says he has no plans to amend this homage to Armstrong.
So as they whizz past Armstrong's name emblazoned on square, green and white signs, Austin's cyclists have a permanent reminder of his deeds -- good and bad.
"Lance is a very divisive topic," Martinez explained. "There are people who really believe he was persecuted and it's not fair what's happening to him.
Armstrong quits Livestrong entirely
Armstrong may have to pay back bonuses
Livestrong goes on without founder
"Then there are others who feel he is getting exactly what he deserves. There's a reputation of Lance as a bit of a jerk and (the doping) was part of his win-at-all-costs personality.
"There is a sizeable part of the community who really don't care one way or another.
"We as people want to believe he overcame cancer and he won the most grueling bicycle race in the world, and he did it seven times in a row.
"But cycling was here before Lance got here, and it'll still be here long after we've forgotten him."
Back at the 15-year-old Livestrong Foundation charity, which has raised more than $500 million to support cancer patients, donations have increased since the allegations linking Armstrong with serial doping.
"It might be that people are learning about the work of the foundation as a result of the controversy from the cycling world," mused Livestrong spokeswoman Katherine McLane. "In which case, that is a positive effect."
Armstrong stepped down as chairman of the Livestrong Foundation in October, the same month the organization also legally changed its name from the Lance Armstrong Foundation.
McLane says it's his work with the foundation that should remain as Armstrong's lasting legacy, not the implosion of his cycling career.
"I would say that Lance's greatest legacy is creating an organization that has helped 2.5 million people when they are facing cancer," she added.
Board: Armstrong has no place in cycling
Armstrong's fall from grace
"He's still the foundation's biggest donor. He's donated $7 million."
Amid all the opinion and rhetoric bubbling around Armstrong in Austin, there was no sign of the man himself.
His only public appearance since the scandal enveloped him was at a Livestrong gala on October 20, and when Formula One made its debut in the city, Armstrong flew to Hawaii to avoid the hubbub.
Suzanne Halliburton, who has followed Armstrong's rise and fall for the Austin American-Statesman newspaper since 1996, is one of the few still in regular contact with Armstrong.
"The last time I talked to him, he seemed to be doing reasonably well," she said. "He has access to a private plane where he can zip off and go hang out in Hawaii at his house there."
Armstrong, who also has a Spanish-style villa close to downtown Austin, has no reason to keep out of the public gaze in his hometown, according to Halliburton.
"When he rides, he goes out to the Hill Country, but his house is in central Austin," she explained.
"He's got five kids, two of whom live with him. He's very active, going to see all their sporting events, sometimes coaching their soccer teams. He sits in line to pick up the kids.
"He lives pretty normal. He goes out to eat. I don't see him keeping a low profile here.
"He's not beloved anymore, but he's not hated."
Away from Austin, the wheels of justice are cranking into gear.
Sponsor sad at loss of Armstrong's 'great story'
An International Cycling Union commission has been assembled to investigate the USADA's damning report into the allegations that Armstrong systematically used performance-enhancing drugs.
He could also face lawsuits from groups such as British newspaper The Sunday Times, which lost legal disputes with Armstrong surrounding doping allegations and, as a result, paid out huge sums, as well as Texan insurance firm SCA Promotions, which insured performance bonuses paid to the American after he claimed his fourth, fifth and sixth Tour de France wins.
Back in Texas, there is a little expectation of Armstrong undergoing a Damascene conversion.
"He'd already fallen off the pedestal," Martinez argued. "All that is left is for a mea culpa -- but I don't think that is ever going to come."
Halliburton is less sure.
"Whether you think Lance did drugs or not -- and it looks like he did something -- he still worked his ass off," she opined.
"I've had people come up to me and say 'I've been an athlete. and I know that performance enhancers are not going to help somebody who's not also working hard.' so he's real driven. He's a perfectionist, and he doesn't suffer fools gladly.
"The last time I talked to him, he said he's going to get the last word.
"But first and foremost, he is going to think about his family. You can't just go throwing yourself on the mercy of the public and want them to love you again.
"He's in a tough spot right now."
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Three of Armstrong's yellow jersey hang inside Mellow Johnny's.
Young Armstrong fans write messages on the ground using yellow chalk ahead of the 2009 Tour de France. He came third that year.
As a cancer survivor, Armstrong testifies during a Senate hearing in 2008 on Capitol Hill. The hearing focused on finding a cure for cancer in the 21st century. Armstrong has stepped down as chairman of the Livestrong cancer charity, which he founded, as a result of the scandal.
Cyclist Lance Armstrong has been stripped of his seven Tour de France wins and banned from the tournament for life, the International Cycling Union announced Monday, October 22. Pictured, Armstrong addresses participants at The Livestrong Challenge Ride on Sunday. He stepped down as chairman of his Livestrong cancer charity on Wednesday, October 17.
Armstrong leads his teammates during the final stage of the 1999 Tour de France.
Armstrong, 17, competes in the Jeep Triathlon Grand Prix in 1988. He became a professional triathlete at age 16 and joined the U.S. National Cycling Team two years later.
In 1995, Armstrong wins the 18th stage of the Tour de France. He finished 36th overall and finished the race for the first time that year.
Armstrong rides for charity in May 1998 at the Ikon Ride for the Roses to benefit the Lance Armstrong Foundation. He established the foundation to benefit cancer research after being diagnosed with testicular cancer in 1996. After treatment, he was declared cancer-free in February 1997.
Armstrong takes his honor lap on the Champs-Élysées in Paris after winning the Tour de France for the first time in 1999.
After winning the 2000 Tour de France, Armstrong holds his son Luke on his shoulders.
Armstrong rides during the 18th stage of the 2001 Tour de France. He won the tour that year for the third consecutive time.
Armstrong celebrates winning the 10th stage of the Tour de France in 2001.
After winning the 2001 Tour de France, Armstrong presents President George W. Bush with a U.S. Postal Service yellow jersey and a replica of the bike he used to win the race.
Armstrong celebrates on the podium after winning the Tour de France by 61 seconds in 2003. It was his fifth consecutive win.
Jay Leno interviews Armstrong on "The Tonight Show" in 2003.
After his six consecutive Tour de France win in 2004, Armstrong attends a celebration in his honor in front of the Texas State Capitol in Austin.
Armstrong arrives at the 2005 American Music Awards in Los Angeles with his then-fiancee Sheryl Crow. The couple never made it down the aisle, splitting up the following year.
Armstrong holds up a paper displaying the number seven at the start of the Tour de France in 2005. He went on to win his seventh consecutive victory.
In 2009, Armstrong suffers a broken collarbone after falling during a race in Spain along with more than a dozen other riders.
Armstrong launches the three-day Livestrong Global Cancer Summit in 2009 in Dublin, Ireland. The event was organized by his foundation.
In May 2010, Armstrong crashes during the Amgen Tour of California and is taken to the hospital. That same day, he denied allegations of doping made by former teammate Floyd Landis.
Ahead of what he said would be his last Tour de France, Armstrong gears up for the start of the race in 2010.
Lance Armstrong looks back as he rides in a breakaway during the 2010 Tour de France.
Armstrong finishes 23rd in the 2010 Tour de France. He announced his retirement from the world of professional cycling in February 2011. He said he wants to devote more time to his family and the fight against cancer.
Armstrong's son Luke; twin daughters, Isabelle and Grace; and 1-year-old son, Max, stand outside the Radioshack team bus on a rest day during the 2010 Tour de France.
The frame of Armstrong's bike is engraved with the names of his four children at the time and the Spanish word for five, "cinco." His fifth child, Olivia, was born in October 2010.
In February 2012, Armstrong competes in the 70.3 Ironman Triathlon in Panama City. He went on to claim two Half Ironman triathlon titles by June. He got back into the sport after retiring from professional cycling.
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