Electra Bikes

From celebrities such as Miley Cyrus and Emily Osment to designers such as Petro Zillia’s chief designer, Nony Tochterman, Electra bikes have gained some impressive attention. In 2003, the company introduced a major new design: the Townie. This bike’s innovation is what the company calls “Flat Foot Technology,” now more widely known as the crank forward design. When the rider is sitting on the saddle, his or her feet can still stand flat on the ground, which feels safer and more comfortable for some riders. The design also allows riders to get full extension when they pedal. The design combines aspects of the cruiser frame with some of the geometry of recumbent bikes, moving the pedals forward and the seat back.

The company's founder Benno Bänziger, a Swiss national, grew up in the Swiss Embassy in East Berlin fascinated with California and action sports. When he was a teenager, he began designing and manufacturing snowboards in Germany. Bänziger moved to California after graduating with a degree in graphic design, founding his own firm, Projekt Design, and doing work for companies like K2 and Adidas. He originally planned to start manufacturing snowboards or skateboards, but found that those markets were crowded with competitors and seemed a poor bet for a startup which is when his attention shifted to bicycles.

As Bänziger told the San Diego Union-Tribune, “The one thing I found when I looked at cycling in the US was that everything was some kind of sport, but very few people used bikes for fun or for transportation. I wanted to introduce the ‘having a bike in your life’ factor, as opposed to ‘being a cyclist." At a time when there were very few cruisers, the classic “fun” bike, on the market. Bänziger decided there was a market niche for a stylish, affordable cruiser bicycle for twentysomethings and began working on designs that combined old school looks with contemporary technology.

Today the Electra Bicycle Company is located in Vista, California, where they continue to blend stylish design with innovative geometry that has branded Electra one of the most popular cruising bikes available for all age riders. Whether you want a relaxed touring bike or a commuter, we're certain you'll enjoy the comfortable fit. Come try one!