Kevin Cox, who spent 12 years running Encinitas-based Electra Bicycle Company, will take over as executive director of San Diego Sport Innovators (SDSI) on Thursday, Oct. 15.

The nonprofit's board of directors unanimously approved the leadership change, according to a press release published on Shop Eat Surf Outdoor. Cox replaces Bob Rief, who led SDSI for a decade and will shift to chair of the board.

John Sarkisian, who served as board chair for 13 years, will leave SDSI to help lead the Bill Walton Foundation.

Local roots on Coast Highway

As Electra's president, Cox guided the bicycle brand through its 2014 acquisition by Trek Bicycle Corporation and its growth into one of the largest bicycle companies in North America, according to the SDSI announcement. Electra was founded in Leucadia in 1993 and is headquartered at 1010 S. Coast Highway 101 in Encinitas, less than two blocks from Moonlight Beach.

The board vote was unanimous.

In a December 2023 profile by the Times of San Diego, Cox described Electra as "an outdoor, SoCal sunny weather beach brand that over the years has kind of morphed ourselves into more of a lifestyle e-bike brand …"

Cox has been involved with SDSI for eight years, including two years on its executive committee. Earlier in his career, he held executive positions in the action sports and technology industries, according to the press release.

What SDSI does

SDSI is a 501(c)(3) nonprofit that connects companies, entrepreneurs and leaders across San Diego's sport and active-lifestyle sector. The organization counts more than 100 member companies and has graduated more than 183 companies through its Walton Innovation Lab accelerator program, according to Rief.

"It's time for the next gen: Kevin is perfectly equipped to lead SDSI and our industry into its future," Rief said in the announcement.

Cox said in the press release that SDSI "already has such a positive impact on our community and industry" and that he is ready to carry the work forward.