VISTA, CA (BRAIN)—Electra has named Dean Bradley as its new vice president of product development.
An early convert to BMX and mountain biking, Bradley has been a magazine editor, an on-air media personality and a highly accomplished product development manager most recently with Giant, and with Haro and Schwinn in the late 80s and throughout the 90s.
Bradley is the 2004 recipient of Giant's excellence award. He also received the 2001 outstanding employee of the year award from Schwinn Cycling & Fitness.
Bradley has actively raced N.O.R.B.A Pro Class mountain bikes, Pro Class BMX, U.S.C.F. amateur road and track, various 24-hour endurance events, triathlon, Xterra and the Baja 1000/500.
“Benno Baenziger and Mike McMahon have turned out an amazing body of work for Electra over the last several seasons, like the Amsterdam line, the Townie line, the concept of Flat Foot Technology and all the cruisers,” said Jeano Erforth, who founded Electra with Baenziger. “The addition of Dean brings another proven star to the team. I think our retail partners are going to love what comes next.”
“I’ve always had tremendous respect for what Benno, Jeano and their Electra team has done with their unique brand,” said Bradley. “I look forward to joining their team and helping to take Electra to the next level.”