Lectric eBikes Launches Three New Brands as Industry Struggles With Rad Power Bankruptcy

Lectric eBikes, based in Phoenix, Arizona, has launched three new brands in 2026: a Juiced Bikes relaunch, a Juiced Powersports brand, and a premium adventure brand called Monarc. The company has invested about $10 million in the initiatives, CEO Levi Conlow told TechCrunch. Lectric had its biggest sales month in company history last month, selling almost 30,000 bikes.

U.S. market. “Others might be pulling back, or raising money, we’re actually deploying and investing into initiatives like this,” Conlow said.

“I actually don’t think the market is saturated right now; Lectric last month had its biggest sales month in our company’s existence and we sold almost 30,000 bikes. ” The expansion comes as other e-bike companies have faced financial trouble. 65 billion after raising nearly $330 million in venture capital, filed for Chapter 11 bankruptcy protection in December.

2 million. “To me, it’s just opened it up,” Conlow said of the market. ” Lectric was founded seven years ago by childhood friends Levi Conlow and Robby Deziel.

The company bootstrapped its business and never raised venture capital, though it took an investment from private equity firm Bertram Capital Management in 2020. Lectric shipped 150,000 units in 2025 and sells 90 percent of its products direct to consumers through its website, which attracts 2 million to 4 million visitors depending on the month.

Juiced Bikes was acquired by Lectric in 2025 and relaunched last month.

Juiced Powersports will ship its first e-moto in August. Monarc started as a skunkworks project within Lectric and spun out this week as a standalone brand based in Minnesota, led by industry vets Julia Moran and Ryan Callahan. Monarc’s first e-bike is an all-terrain trail electric bike called the Marker.