The difference with the current bicycle craze lies in the abundance of styling options available. Nowhere is this more evident than in the beach cruiser market. Schwinn Bicycle Co. once dominated this niche market, but after the company’s bankruptcy and sale in 1997, Electra, Nirve and Hampton have emerged.

“A lot of the old styles have come back,” said Tyler Rothermel, of Robby’s Bicycle Shop in Stockton. “Electra hit the cruiser market at the right time, offering a wide selection of bikes,” compared to one or two models per year.

“Most (bicycles) are beach cruisers in this town,” said Ron Paoletti, owner of Port City Cyclery, on Stockton’s Miracle Mile since May. “They don’t intimidate new riders.”

The Electra Delivery offers all the nostalgia of an idyllic beach town, including wood slats on the front tray and rear rack, a distinctive decorated wooden tank between the frame and optional whitewall tires. The Delivery also sports wooden handle grips and a bell to complete the retro look.

What the Delivery and many new-generation cruisers offer is an internal hub and a handle grip twist shifter that makes shifting a breeze.
Other Electra models like the ladies’ Blanc et Noir, as well as the men’s chopper-style Rat Fink and Ghostrider are a hit with students heading off to college, Rothermel said. “Cruisers aren’t as bulky as mountain bikes, and they’re easier to ride and maintain,” he said.

For those who want the fun of a bicycle without the work, Sparky’s Electric Bicycle Co. offers a battery-powered bike imported from China. Electric bicycles, or e-bikes, have been increasingly popular in China. An estimated 20 million of the 147 million bicycles in use in China are electric-powered.

Robby’s Bicycle Shop and Port City Cyclery both offer Sparky’s bicycles.
Sparky’s e-bikes are available in a fold-up model that is perfect for summer travel. A fully charged battery allows a rider to travel up to 40 miles at a top speed of 18 miles per hour.
“You could put this on a yacht or RV, hide it away, and then use it to cruise up to a store,” Rothermel said. “It’s perfect for a getaway around town.”