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VISTA, CA (BRAIN)—Industry veteran Skip Hess has joined Electra Bicycle Company’s board of directors.

“We’ve known Skip for a long time and respect his contributions to the industry. It’s exciting to engage in a new way with a colleague like him who sees the same opportunity Electra has seen in growing the popularity and sales in leisure cycling,” said Benno Baenziger, founder and co-chief executive officer of Electra.

“Electra’s commitment to our consumers, our dealers and the overall bike industry has never been stronger. Adding Skip to our board is another indication of our commitment to keep driving things forward on a grand scale,” added Jeano Erforth, founder and co-chief executive officer of Electra.

Hess resigned as the president of Giant USA last August to travel and spend more time with his family.

His 28-year career in the bicycle industry started with his family-owned Mongoose bicycle company and led to the start-up of Giant in the late 1980s.

He guided the turnaround of Schwinn in the early 1990s, helping with its acquisition of GT, before returning to Giant and managing dramatic growth over the last 10 years.

In addition to his corporate accomplishments, Hess has held board seats on the Bikes Belong Coalition and the Bicycle Product Suppliers Association. He is also a past president of the BPSA.

“It is such a natural move for us both,” said Hess. “The Electra brand is so consumer-centric, the management team has created a wonderful culture and the growth opportunities are fantastic. I think they have a clear vision, and I know working together on the business will bring some amazing results.”