It can take anywhere from 4 to 8 hours, depending on the bike and how complicated the RideWrap is for your frame. If you've never RideWrap'd a frame before, and are a perfectionist, then plan for 8 hours (with breaks), because you won't want to do it all at one sitting. It's pretty easy to do, it just takes a while to do it (and your fingers may get sore from pressuring the frame protection on, although RideWrap does provide you with a squeegee to use as well, but fingers seems to work better most of the time). Some bike shops may charge $200 total to wrap your brand new bike, which is worth it if you have the money, considering it costs $95 for RideWrap. Other shops will charge $300, which may or may not be worth it to you.