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Electra’s Erforth Retired, Still on Board

Published December 2, 2009

VISTA, CA (BRAIN)—Electra co-founder Jeano Erforth recently retired from day-to-day operations from the company, but is still serving on its board and is still a shareholder.

“He’s living the good life, surfing everyday, riding horses,” said Skip Hess, who recently took over as co-CEO of Electra. “It was the right time in his personal life [to make the move].” Erforth has a young son at home. “He still calls me now and then,” Hess added.

Benno Baenziger continues his position as founder and co-CEO, leading product development and brand management.

“One of his biggest goals was to exit early and enjoy his life,” said Baenziger of his longtime business partner Erforth. “He worked hard for 17 years.”

Even though Hess “fills in quite nicely where Jeano left off,” Baenziger said there will be a learning curve in working with a different partner.

“I need to find my way to work with Skip the same way that I worked with Jeano,” Baenziger said. “We always knew when to listen to each other. There was this kind of mutual understanding.”

Baenziger said Hess is the perfect fit to help lead the company into the future.

“He’s a very smart guy, versatile guy,” Baenziger said of Hess. “He really understands the factories, dealers and consumers. Skip provides a lot more structure.”

For more on Electra’s future with Hess as co-CEO, be sure to read the January issue of Bicycle Retailer and Industry News.

—Jason Norman

Topics associated with this article: People

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