A Journey of Innovation and Passion for Performance Bikes

Soul E-Bikes, home of the premium Fat Tire Beach Cruisers, is based in Mesa, Arizona. Soul Beach Cruisers began in 2011 when the owner, Jim Decker, saw a need for a performance cruiser. He set out to innovate with a strong, aggressive, bulletproof frame that was unique in the market. Jim equipped the cruiser with premium components for a low-maintenance bike that you love to ride.

Jim Decker, Soul E-Bikes Founder – My passion for bicycles started back in the 70s when my dad introduced BMX racing to me at the young age of 6. What started off as a father-son fun day at the racetrack on Sundays quickly turned into something big. By 8, I was building Mongooses & Red Line bikes after school at my local sponsor shop, Broadway Bicycles, in Tucson, AZ. At the age of 9, I was picked up by Scot Breithaupt’s FMF BMX team, which later became SE Racing.

My BMX racing talent led me to motocross, where I raced in both Ponca City and Loretta Lynn’s National MX events on a Suzuki RM125. Followed by a variety of MTB, Jet Ski, and off-road desert racing. I made my mark in the Go PED market in the late 90s as the local race director, racer, and designer of many Go PED products.

In 2011, I decided to get back into the bicycle industry, debuting pedal and & electric bikes at Interbike LV & Euro Bike Germany. I took on the task of designing a true stand-out premium performance cruiser that clearly separates itself from all others. Today, I am manufacturing one of the hottest and strongest integrated battery electric frames in the industry. Jim Decker