VISTA, CA—Electra co-founder and creative director Benno Baenziger is leaving his position at the company, effective this month. He will continue as a shareholder and member of Electra’s board of directors, while exploring new ventures.
Baenziger started Electra in 1993 with business partner Jeano Erforth, who retired in 2009 to travel and spend more time with his family.
Electra’s CEO Skip Hess, who joined the company more than two years ago, continues to direct all aspects of the business including sales, new business development, international expansion, and Electra’s product development team which has expanded into three strategic directions: bicycles, bicycle parts & accessories and lifestyle products.
“At this point the company stands on its own feet. Electra has a clear definition and direction,” Baenziger said. “They have a solid customer base, especially female customers. Now Electra can focus on the bigger picture of expanding the awareness of casual cycling and help create the largest potential segment in the bike industry.”
Over nearly two decades, with Baenziger managing brand and product design and Erforth overseeing finances and sales, Electra grew into the No.1 bicycle brand in the lifestyle and leisure category with distribution in more than 25 countries of its Ticino, Townie, Amsterdam, Cruiser and children’s bike lines.
Electra became known for its Flat Foot Technology and ergonomic details like handlebar angles, grips and saddle shapes.
“Because Jeano and I were not from the bicycle industry,” he said, "we were very conscious of the casual customer. I was driven by the passion to get more people to ride bikes as a healthy and simple form of transportation using comfort and style as the two key ingredients."