COEUR d'ALENE - Every seat was taken. Others waited in line for their chance to sit down. More milled about, looking on curiously at these odd leg wraps.

What was being called the "recovery lounge" was the most popular booth at the Ironman Village that opened Thursday morning.

"You'd think we were giving something away. In a way, we are giving something away," said Hillary Hanson, spokeswoman with Recovery Pump. "It's recovery time for the athletes before they go out and have to perform."

The system basically consists of leg-long wraps with air chambers that compress around each leg. A pump fills and releases each chamber in "sequence fill" and moves up the leg, starting at the foot. Each chamber takes about 30-40 seconds to fill.

The idea, in a nutshell, is to speed recovery after a workout by increasing blood circulation and forcing waste products away from the muscles.

It takes about 30-40 minutes per session, but no harm in resting longer.

"You can't overdo," Hanson said. "You can sit in these literally 4-5 hours."

Recovery Pump units run $1,195.

The inflatable chairs which folks were sitting in Thursday were in demand, even though they were really only there for convenience.

"We started selling the chairs, too," Hanson said, laughing.

The Ironman store in the village was filled with customers snatching up shirts, shorts, cups, bottles and more, all with the famous Ironman logos.

An array of gear for anything related to fitness and health was available throughout the Ironman Village. Shoes, watches, cookies, clothes, bikes, wetsuits and more were for sale.

Items could help you run, ride or swim faster, and recover quicker.

Jake Jansen, Zoot spokesman, showed off compression calf sleeves that come in black and white.

The calf sleeves are also designed to improve recovery by increasing blood flow. They also are said to stabilize muscles and reduce muscle tearing.

They retailed at $60, but were offered at 15 percent off.

"They're good for active wear while racing and while working out," Jansen said.

Food, too, was plentiful.

PowerBar was giving out free samples, as was Erin Baker, owner and creator of Erin Baker's Wholesome Baked Goods.

"What you're having right here is the official granola of Ironman," she said with a smile to a customer.

Bags of granola were going for $4, breakfast cookies for $1.

Baker said her food is freshly baked and "very, very healthy."

Her company started 17 years ago and is based in Bellingham, Wash. Erin Baker has been affiliated with Ironman seven years and has been to Coeur d'Alene for the event each year since.

The popular breakfast cookie, she said, is like a portable bowl of oatmeal. The first ingredient is oats, and it is low sugar.

According to her website, the cookies are "Packed with protein, antioxidants, fiber and complex carbohydrates, it is a healthy and delicious way to start your day."

"It's great energy food for the athletes," she said Thursday as she set out more samples.

Around the corner, Moji spokesman Nick Harris explained "innovative cold compression, heat and massage therapy" products for "optimal warm up and recovery."

There was the Moji One, the Moji Knee, the Moji Back, the Moji Neck and the Moji To Go.

Harris said the company's creator, Victor Viner, was a triathlete who decided he could do better than frozen peas and plastic bags filled with ice to soothe aching muscles.

Since it was founded in 2007, sales have been solid.

"We are growing rapidly, especially with the Moji One," Harris said, noting that the One can be used for a dozen different body parts, including the shin, ankle and shoulder.

The Moji Knee retails at $119, while the One goes for $99. Both were 15 percent off at the Village.

Back at the recovery lounge, Bill Tommaney of Houston sat patiently with wrapped legs, the air chambers increasing with pressure as they slowly filled.

It was his first time trying Recovery Pump.

"I think the principle is sound. I'm looking forward to see how it feels once I get out of there," he said.

Tommaney, who completed the Ford Ironman Coeur d'Alene in 2007 and 2010, said he was severely injured in March when he was run off the road while biking.

He suffered a neck fracture, but recovered in time for his doctor to release him to compete in this year's race.

"I'm fortunate and grateful I'm not paralyzed," he said.

As for the Recovery Pump, maybe it will help.

"We'll see how Sunday goes," he said.

The Ironman Village is open 9 a.m. to 4:30 p.m. today and Saturday.