Take advantage of the Groups function.  It's a really nice feature.

Groups can be public or private and you can control who is allowed to invite new members. 

Once you create a group you can invite your 'friends' to join.  You can use the forum function within the group to plan a trip, plan a night out on the town or just use it to talk trash to one another.  There is a shoutbox within the groups making for quick communication (calling each other out).  There's also a gallery within the group to share photos from a trip, race, or that secret bachelor or bachelorette party!  You make the call.

Shop Owners that sponsor a team - you could set up a group and invite your team members to keep them in the loop when planning training rides, team events, races, travel, etc.