I fully agree with the above review in one respect. Elis is judgmental and he does tell you what he thinks you should buy. But he does it because he is very knowledgeable and wants to help you pick a bike you will actually use.
As far as pricing goes the above critic could not be more wrong after shopping for bikes all over the fox valley area I returned to Geneva cycle and saved over 25%.
I couldn't be happier with my recent purchase from Geneva cycles thanks Elis 
  Mike R Geneva IL 03.27.2014

Photos Courtesy Kane County Chronicle

The owner is very judgmental likes to tell you what to buy.  His prices are high considering there are 2 other bike shops10 feet away.  When I told him I was going to shop around he started guilt tripping me for leaving his shop.  VERY UNCOMFORTABLE. 11.28.2010



We stopped in here on a whim while walking the nearby bike trail. This shop is not like most other bicycle shops, and to me that is a good thing! I had been looking for a recumbent bicycle for a long time, so I had been shopping around previously, often disappointed by price and how shops regarded the odd bike request a bit negatively. After stopping at the pricey shop across the street, we went to Geneva Cycle to browse. There was only one recumbent bike in stock, and the owner was very honest as to why. They just weren't profitable and were hard to sell, but he made me a great offer and worked out a deal that made us both happy. He adjusted the bike to my frame and gave me many great tips, all while the shop was quite busy. You can tell he is great at fixing the bikes so they not only worked wonderfully, but also fit the rider. Mr. Elis's shop is not like the others, it feels like a well used garage with a lot of work being done in it.  He is very to the point, very honest, old school in a mom and pop shop feel, and has a great sense of humor! It isn't a fancy shop, but there are lots of great bike choices with a very knowledgeable owner who you can tell is passionate about his shop, loves to bike ride, and is willing to help a customer out as best and honestly as possible. Jessica L Elgin IL 10.25.2014