I am surprised by the high number of comments that Martin (the owner, and typically who will serve you at the front) is unfriendly. He's a quiet guy and doesn't welcome you into his store like a used car salesman. He knows bikes inside out, asks the right questions, and gets you the products and service you need. Do you really need t o feel like you've made a BFF as you buy a bike or parts?
If you check Google Plus reviews you'll see mine there. I went in there five years ago as a total bike newbie and asked a bunch of really simple questions as I embarked on my first bike build. I have never seen him talk down to someone no matter how newbie or simple their questions have been. He just doesn't simultaneously try to kiss your ass while doing so. But he is never rude or disrespectful.
Back to the products - the lines he carries are outstanding. I never hesitate to recommend friends (even total bike newbie friends) to Hoopdriver for city and touring bicycles.