Cool Californian Cruisers the story of Electra Bikes with CEO Kevin Cox
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Show Notes
This week we release an episode from the SoCal tour that we did back in January, this time it is with Kevin Cox, the CEO of Electra Bikes, which was originally founded by Benno Banzinger who we have also had on the show earlier. Electra is the fifth largest event company in the US and have a real focus on making distinctive cruiser-style bikes, and have made the pivot from being a traditional bike maker to a bike maker with the support of Trek who own them. We really enjoyed this episode ,just as a guide to how traditional bike businesses are adapting to Micromobility.
Here is Kevin!
Specifically, they discuss
- The background of Electra Bikes including its strong connection to the beach culture in Southern California
- The history of how they came to be acquired by a PE firm and then by Trek
- Their emergence as a large ebike manufacturer
- How Trek operates with them and how traditional bike companies are adapting to micromobility
- Their retail and distribution choices.
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