How does an independent bike company like Electra thrive for 20 years?
Well, it helps to have some pretty sweet bikes, but it’s more than that. It’s a basic outlook on life that everything can always be made better. Cooler. Awesomer. They’re innovators at heart. Artists .They’re a forward-facing company. Always looking for the next place to ride. The next innovation. The next sunny day. Not only is it more fun that way, but it’s helped them stay on the leading edge of the industry. Take their patented Flat Foot Technology®. They dared to re-engineer the sacred bike frame geometry of yore and ended up with a more comfortable, easier-to-control ride. Go figure. While riding is their passion, they’ve always believed their brand is as much about the people who ride their bikes as it is the bikes themselves.