Lectric eBikes Overview
Pro stress-test →Lectric eBikes, founded in 2018 by Brent Conlow, Robby Deziel and Levi Conlow, is based in Phoenix, Arizona. The company develops various models of electric-bicycles like Lectric XP, Lectric XP step-thru, and more with features like 500 W brushless motor, lithium-ion battery, 160mm mechanical disc brakes, pedal-assist capability. What started as a scrappy startup is now one of the top-selling direct-to-consumer e-bike companies in the U.S., shipping 150,000 units in 2025.
Strategic Profile
Pro stress-test →Conlow and co-founder Robby Deziel never raised venture capital, instead bootstrapping the business before taking an investment from private equity firm Bertram Capital Management in 2020. Lectric has launched three new brands so far this year — a Juiced Bikes relaunch, a new Juiced Powersports brand, and now a premium adventure brand called Monarc. Lectric has put about $10 million toward these initiatives, positioning itself as a profitable, capital-efficient player in a sector marked by VC-backed competitor bankruptcies.
Competitive Landscape
Pro stress-test →Lectric eBikes' top competitors include VanMoof, Rad Power Bikes and Cowboy. The playbook — bootstrap, stay profitable, let better-funded competitors implode, then expand — differentiates Lectric from the wave of VC-backed e-bike bankruptcies that have plagued the sector.
Industry Context
Lectric eBikes operates in Direct-to-consumer electric bicycles.
Key facts
Founded: 2018 · Headquarters: Phoenix, United States · Employees: 117 · Revenue: $40.7M