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 Electras Board of Directors, while exploring new ventures. Benno started Electra in 1993 with business partner Jeano Erforth. Mr. Erforth retired in 2009 to travel and spend more time with his family.
Over nearly two decades, with Benno managing brand and product design and Jeano overseeing finances and sales, Electra grew into the number one bicycle brand in the Lifestyle and Leisure category of cycling with its Ticino, Townie, Amsterdam, Cruiser, and childrens bike lines with distribution in more than 25 countries. 
“Because Jeano and I were not from the bicycle industry”, says Benno, “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. So we developed new and more comfortable solutions that we love to ride, like our patented Flat Foot Technology. We spent a lot of time on small ergonomic details, like handlebar angles, grips and saddle shapes. Each bike had to work from an ergonomic engineering aspect, but we were also vigilant about their appearance. They had to look cool. I wanted to make bikes that people wanted to feel good riding around. Customers got the difference right away. Electras just rode better. And dealers got it too, when they saw how well we sold through.”
As competitors entered the market with their traditional cruiser designs to get a piece of Electra’s success, Benno expanded Electras offerings and introduced new styles of casual bikes, including the more practical Townie, Amsterdam and Ticino lines, which are suited for commuting and longer rides.
In addition to Electras industry-changing engineering, Benno is recognized for the look and feel of the brand and elevating style, comfort and quality within the broad-based recreational cycling arena. In particular, Electra has always been known for its great colors and graphics, a particular area of interest and expertise for Benno. “I love design of all kinds and I get ideas everywhere”, he says. “Cars, fashion, motorcycles, architecture, art, cool Tokyo street style – elements from all these sources have found their way into the Electra line”.
“At this point the company stands on its own feet. Electra has a clear definition and direction, Baenziger says 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.
Electras CEO Skip Hess, who joined the company more than 2 years ago, continues directing all aspects of the business including sales, new business development, international expansion, and Electras product development team which has expanded into three strategic directions including Bicycles, Bicycle Parts & Accessories and Lifestyle products.
