Aventon Dealer Spotlight: Bike Attack

BIKE ATTACK’S FOUNDING STORY

Originally from Germany, Kitty initially crossed paths with her husband, Ericson, in Venice Beach, CA, years before they’d create Bike Attack. Working as a sound editor in the film and business industry in Berlin, Hollywood was everything Kitty dreamed of and more. Meanwhile, Ericson was actively employed by the U.S. Army. With life eventually taking the duo to Germany together, they’d soon discover the opportunity to shift their career priorities from what they had to do, to what they wanted to do.

Ericson always had a passion for two-wheels; From riding bikes since childhood into BMX riding into adulthood, bicycling was one of his biggest hobbies. His biggest dream? One day opening his own bike shop. While stationed in Berlin, Ericson worked at the “Outdoor Rec” facility, where he looked after the bicycle area for all of the stationed soldiers. He quickly saw promotional success because of his work ethic and bike knowledge, and when the US Army left Germany, Ericson had the opportunity to convert the former recreational space and bring his dream of owning a bike shop to life.

Founded in 1995, Bike Attack quickly became recognized as an exemplary bicycle retail store for its outstanding service, eventually seeing massive success in the European market. Despite this, both Kitty and Ericson’s dreams were to eventually return to the US. More so, knowing how the demand for ebikes skyrocketed in Germany, it would just be a matter of time before this momentum reached America.

So, while most go to Hollywood to pursue their dreams of film and movies, in hindsight, Kitty returned to pursue greater opportunities in the cycling industry. In 2000, the duo opened Bike Attack in Venice Beach, CA, becoming among the first to retail electric bikes in the nation. As they opened additional locations in Santa Monica and Playa Vista, they realized they’d need some extra hands to help maintain their exemplary standards for their shoppers. While their employees didn’t quite live up to their expectations, Kitty quickly (and eagerly!) stepped in to assist, managing everything from website development to purchasing. Today, Bike Attack serves as a meeting point for all bike enthusiasts, whether it’s a hang-out spot for the urban biker, a place to mingle and meet, a safe space to ride together, or an outlet to learn about all things bicycles; At the center of Bike Attack’s lifestyle is living, working, and riding hard.

HOW BIKE ATTACK MET AVENTON

Being the first bike shop to retail ebikes in Los Angeles, Kitty and Ericson refused to shy away from new opportunities. They’d spend much of their early time sourcing new or up-and-coming brands that seemed to have promise. They’d experienced disappointment before, investing in brands that didn’t live up to expectations in the long run, resulting in being dropped. Among the new brands they saw promise in, was Aventon.

Ericson’s first reaction to seeing Aventon’s electric bikes at CABDA Expo in San Diego, California was one of astonishment; “Wow, these are great!” The duo met Andrew, one of Aventon’s sales representatives, and discussed more about the brand and the products. While these events tend to be loud and extremely fast-paced, Kitty and Ericson were impressed with the level of attentiveness Andrew displayed. Kitty recalls actually receiving Andrew’s business card when asking for one, saying that “Sometimes they don’t give you one because they’re all over the place at those events. But Andrew, he was serious. He got a hold of us, we ordered bikes and that’s how it went.” Joining Aventon’s movement when all we produced were high-performance fixed-gear bicycles, Bike Attack has been one of our earliest supporters and trusted retailers. And when we pivoted from traditional bikes to electric ones, they were nothing short of eager to encourage more people to ride.

What Kitty likes most about Aventon ebikes is the combination of high-quality and low prices. Bike Attack retails ebikes that range anywhere from $2,000 - $12,000 at most, to as low as $1500. While Aventon falls in the lower end of their price tiers, it competitively competes in quality with their higher price tier products. And Bike Attack’s best Aventon sellers? The Level. Kitty says, ‘Maybe it’s because we like them so much, we’re always telling people it's a good choice.” Oftentimes Pace customers will come in to test ride after seeing the bike online, and the staff at Bike Attack actually get them even more excited about the Level.2. Other Times, customers know they’d love to cruise at their own pace with a Pace, with it being Bike Attack’s next popular Aventon model.

THE POWER THAT BIKE ATTACK REALIZED IN EBIKES

Bike Attack knew of the massive potential ebikes would hold, long before Aventon’s decision to pivot into producing high-quality ebikes. They proudly sold and serviced ebikes in the era of ‘ebikes are cheating!,’ because they saw the possibilities when others hadn’t quite yet. Kitty says the business aside, ‘It’s very important that we get more people on bikes, whether e or not e, because it’s just the right thing. But ebikes have the advantages because you can get to work, commute, and things like that much quicker and easier.” Being a part of changing the American movements on mobility, transportation, and sustainability was crucial to Bike Attack, and they were steadfast in paving their way while others weren’t yet convinced.