How Lectric Overcame the E-Bike Market Crisis and Launched Three New Brands

Lectric eBikes, a US-based company headquartered in Phoenix, is pursuing a growth strategy atypical for the market. While many e-bike startups faced financial challenges, Lectric invested approximately $10 million to launch three new brands. According to CEO Levi Conlow, the company is not cutting costs but actively expanding into new segments despite market saturation.

Lectric’s founders initially rejected venture capital, opting for independent business development. In 2020, they secured investment from private equity firm Bertram Capital Management but retained control over their strategy. Today, Lectric ranks among the leaders in direct-to-consumer e-bike sales in the US, having sold 150,000 units in 2025. Conlow notes that competitors’ crises have created new growth opportunities as many players exited the market.

The new brands—Juiced Bikes, Juiced Powersports, and Monarc—operate as independent projects with dedicated development, marketing, and customer support teams. For instance, Monarc is positioned as a premium brand for active recreation, offering bikes with unique features such as dual LG batteries with 720 Wh each and a five-year warranty. Conlow emphasizes that separating brands prevents audience dilution and allows a focus on specific customer needs.

Lectric continues to grow its sales, attracting 2 to 4 million visitors to its website monthly. About 90% of its products are sold directly to consumers. While the founders do not rule out launching additional brands in the future, they plan to focus on current projects to maintain quality and strategic focus.