I didn't do anything too remarkable, but here's how I got to my end result.
I masked using a combination of the pen tool and a circular marquee (the latter I just move around the canvas at will to act as a boundary, useful for the bike tyres etc), the reason I chose the pen tool is that it gives a clean, crisp edge and makes it stand out a little more vividly, kinda jumps off the page - really it's a cheap way of making objects look 'hyper-real'.
Made a white 'studio' background and copied the bike layer then flipped it on the vertical axis, then applied a simple layer mask with a black to white gradient. I also gaussian blurred the image by 1px (purely for individual taste). Lowered opacity of layer to around 40%.
Ran a curves adjustment layer and a selective colour adjustment layer (tried to knock some of the blue out of the image). I also used the dodge and burn tools to pump up some areas that had gotten washed out (I tried other methods but lost the tyre tread detailing). Used the clone tool join up some of the reflections in the chrome. By the way did you photograph it with a red t-shirt and blue jeans on?

- cloned out the photographer that was reflected in the chrome.
The rest was finishing touches mostly, added some more colours to the lights and as a final flourish some 'bling' (light sparkles that are reflecting off the chrome and lights)
I really like Roger Ele's first attempt, thats something special.