Lectric eBikes, based in Phoenix, Arizona, has made a bold move in the electric bike market by launching three new brands this year, including a relaunch of Juiced Bikes, a new venture called Juiced Powersports, and a premium adventure line named Monarc. This expansion strategy stands out against the backdrop of recent bankruptcies that have affected many e-bike companies.
According to CEO Levi Conlow, the company has invested approximately $10 million in these new initiatives. "While others may be scaling back or seeking funding, we are actively investing in our growth," he stated. In fact, Lectric experienced its highest sales month ever last month, selling nearly 30,000 bikes, a feat that Conlow believes is unprecedented.
Despite the challenges faced by the e-bike industry, including numerous bankruptcies, Conlow views the current market landscape as an opportunity. He noted that the exit of several companies has created a space for new players. "The market is lacking worthy competition," he remarked, highlighting the potential for growth.
Founded seven years ago by Conlow and co-founder Robby Deziel, Lectric has thrived without relying on venture capital, initially bootstrapping their operations. The company gained traction and began shipping its products directly to consumers, selling 150,000 units in 2025 alone.
Lectric's strategy emphasizes focused growth. The company understands the importance of maintaining distinct brand identities to avoid diluting their offerings. With a diverse product lineup that includes folding bikes and electric tricycles, Lectric sells approximately 90% of its products through its website, which attracts millions of visitors monthly.
Each of the new brands--Juiced Bikes, Juiced Powersports, and Monarc--operates independently with dedicated teams for product development, branding, and customer service. This separation allows for healthy competition among the brands, fostering innovation and customer engagement.
Monarc, which emphasizes premium adventure features, plans to launch its first all-terrain electric bike, the Marker, equipped with two high-capacity batteries and advanced technology, including a color touchscreen interface. This model aims to cater to adventure enthusiasts with a commitment to quality service, offering a five-year warranty and direct support from human representatives.
As Lectric continues to grow, the future remains bright. While Conlow is open to exploring new brand opportunities, he emphasizes the importance of focusing on current projects to ensure sustained success.