Shop Stop: Bike Attack

Bike Attack, as a bike shop, began in 1991 in Berlin, Germany, as a contractor for the U.S. Army under the Morale, Welfare and Recreation department. They were in charge of providing bikes for military members and their families. At the helm was 21-year-old avid cyclist and native Californian Ericson Monsalud.

Ericson and the crew at Bike Attack Electric+ in Santa Monica.

By the mid-’90s, U.S. military presence in Germany was winding down, but demand for bikes from local Germans and other countries’ soldiers was still strong, so Ericson opened up the original Bike Attack store off base in Berlin. As it broke off from the army, it became an exclusive German distributor of Bontrager, Merlin, Foes and other iconic American mountain bike brands. In later years, Bike Attack was the biggest seller of Cannondale bikes in Europe.

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