Estonian Electra in California: each life, surfing, and bicycles – our visit to the Electra headquarters.
Recently, we had a fantastic opportunity to visit the Electra headquarters in Encinitas, California. The goal of our trip was to strengthen our partnership and meet the Electra family in person. And what did we find there? Inspiration, energy, and the surf and beach lifestyle of California, deeply embedded in Electra bikes.
The life and energy of the Electra headquarters.
The first thing that caught our eye at the Electra headquarters was that people there don’t just clock in hours – no one sits at their desk just for the sake of it. Instead, everyone works flexibly and with purpose. Another thing that stood out – before the workday starts or during lunch breaks, it’s completely normal for employees to go surfing. It seemed like the perfect way to relieve stress while boosting creativity – because it’s precisely these kinds of people who design bicycles that inspire the world.
Unforgettable Meetings
We met many wonderful people, each contributing their unique touch to the creation of Electra bicycles every day.
Kevin Kox, President of Electra – a true inspiration. Friendly, open, and highly professional. Naturally, he also surfs. In fact, I believe it would be impossible to be the president of Electra without being a surfer!
Taylor Everich, Sales Director, immediately felt like an old family friend. A truly international figure who connects with Electra dealers worldwide. His dedication to the brand and his work is remarkable. He loves cycling and surfing—perfectly aligning with Electra’s culture.
Verne Ward, Technical Specialist, knows Electra bikes inside and out. Did you know that even a bicycle saddle can be a topic of discussion for hours? Verne shared some valuable tips and tricks on fine-tuning gear shifting, adding to our technical know-how.
One of the most exciting departments at Electra is undoubtedly their creative team, where ideas take flight, and brand-new bicycle models come to life. We had the rare opportunity to take a quick peek inside—an atmosphere brimming with creativity. Unfortunately, no photos were allowed, as everything in that space is strictly confidential, but we got a sense that something exciting is on the horizon. We can’t wait to see those sketched designs turn into real bikes!
Encinitas – The Dream City of California
This charming little town, home to Electra’s headquarters, lives and breathes the rhythm of surfing. Every beach has something to offer—from beach volleyball courts and picnic spots to bonfire areas. The waves of the Pacific Ocean seem tailor-made for surfing, the atmosphere is carefree, and everywhere you look, you see sun-kissed, fit, and active people.
One of the most memorable moments at the beach was undoubtedly the sunset. By that time, a crowd had gathered, each finding a comfortable spot to sit or stand, ready for the orange-pink spectacle to begin. As the sun slowly dipped below the horizon, it painted the entire surroundings in warm shades of pink and orange, creating a uniquely magical and meditative atmosphere.
Electra Electric Bikes and Coastal Bike Paths
Of course, we had the chance to explore Encinitas on Electra e-bikes, and it was an amazing experience since this little town offers plenty of stunning ocean views. The bike paths were wide and comfortable, with excellent access to cafés, shops, beaches, and more. Riding a bike allowed us to visit places that we wouldn’t have discovered by car.
One such place was Swami’s Beach, a popular surfers’ paradise. In addition, we stopped by small cafés and boutique shops that invited us to take a break and enjoy freshly roasted coffee and other exciting finds. Electra bikes proved to be the perfect mode of transport in this peaceful and sunny town. While riding around, we noticed that cruiser-style electric city bikes were the most popular, and drivers showed great respect toward cyclists.
Mexican Food and Craft Beer
One thing you simply can’t overlook in Encinitas is the local food. The variety of restaurants offered fantastic culinary experiences, and when paired with local craft beer, every meal became a true delight. The simple and relaxed atmosphere, free from unnecessary formalities, is part of Encinitas’ charm—something we will definitely miss.
A particularly memorable experience was visiting the hugely popular restaurant The Taco Stand, where we tried authentic Mexican street-style tacos. Handcrafted corn tortillas were filled with fresh fish and crisp salad, while the accompanying salsa had just the right amount of spice. Paired with a refreshing local craft beer, every bite was simply perfect.
Electra Bike Shop
We also visited Electra’s stylish and spacious bike shop. The store clearly reflected the brand’s core values: comfort, reliability, and great design. There was a wide selection of Electra bikes, including models that, unfortunately, are not available in Europe. The shop also housed a bike maintenance and repair workshop, where professional technicians provided fast and high-quality service.
Summary
Our visit to the Electra headquarters in the USA was truly unforgettable. We had the chance to see and experience firsthand how the beach and surf culture has inspired Electra bicycles and their design. We are incredibly grateful to the Electra team members we met, who made our visit special and memorable. This experience will stay with us for a long time.
Electra is filled with truly inspiring people and a contagious positive energy. We are very proud to be the distributors of such a cool brand in Estonia!
