It's important to note that this isn't a shop to find various brands of bikes to go home with. As of now, he's clearly focused on tune-ups, bike/wheel building, and upgrades.
That said, I had a phenomenal customer experience.
I went in just expecting to find bikes and parts but in fact I found a stellar shop that specializes in custom bike and wheel building. Linus, the owner and bike repairer/builder was non-pretentious, extremely patient, and very helpful. We had spent a lot of time discussing ways in which I could upgrade my bike whereby he provided a variety of options in prices. I even test drove a few wheel sets to figure out which one worked out the best for me.
On top of that, before getting a set of wheels from him, he took a look at my bike and adjusted it for a better ride. He also explained exactly what things he was tweaking on my bike, whereas I think a lot of other shops will just separate the repair section from the customer facing part of the store.
As a nice bonus, he also carries a lot of good maintenance necessities like tires, degreasers, chain lube... it might not seem impressive but It's surprising how hard it was for me to find some specific things that were missing in other notable bike shops around Toronto. Furthermore, he also does home pickups/deliveries of bikes that need to be fixed (I have a car so I just opted to move my bike myself).
For me, his business deserves five stars. He specializes in certain things that and does them really well. His personal service was absolutely top notch.