BY JENNIFER SHERRY (www.bicycling.com)

This is not the first time Benno founder and owner Benno Baenziger has brought joy into my life. In 2004, he and his then-partner and cofounder at Electra Bicycle Company visited BICYCLING with a fleet of stylish, innovative cruiser bikes. I couldn’t take my eyes off the three-speed Revil—a red chopper with orange flames and an ape-hanger handlebar. I’d never seen a bike quite like it.

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But those cool cruisers were more than just a novelty. They were a huge leap toward a lofty goal: “to get more people on bikes,” says Benno. To do that, Electra used two ingredients: comfort and style. “It always bothered me, though, that our bikes couldn’t do more,” he said.

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