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In a surprising move, Lectric e-Bikes co-founders Levi Conlow and Robbie Deziel have acquired the iconic e-bike brand Juiced Bikes, as announced on Juiced’s YouTube channel. Juiced Bikes, a pioneer in the U.S. e-bike market since 2009, faced financial difficulties that led to its assets being auctioned in the fall of 2024 to repay creditors. Initially, Conlow and Deziel’s winning bid was rejected, leaving the brand’s future uncertain. However, after negotiations, the deal was finalized on March 27, 2025. The new owners aim to revive Juiced Bikes while keeping it separate from Lectric, with plans to rebuild the company from the ground up.
Juiced Bikes has long been celebrated for its bold designs, high-performance e-bikes, and impressive acceleration and torque, which aligned with its “Juiced” branding. Despite its innovative products, the company struggled financially, leading to its auction. On the other hand, Lectric e-Bikes has emerged as one of the most successful e-bike startups of the past decade. Known for its affordable yet feature-rich XP series, Lectric led North American e-bike sales in 2023 and 2024. Conlow and Deziel plan to bring the same ethos of affordability and innovation to Juiced Bikes while maintaining its distinct identity.
The acquisition comes with challenges. The sale of Juiced’s intellectual property and branding rights did not include its product inventory or warranty parts, leaving many customers waiting for products they had already paid for. Conlow has acknowledged these issues and assured customers that Juiced will work to address them, though it will take time. “As Lectric takes this on, the standard we have for customer service will be the same for Juiced. Over the next 9–12 months, we’ll build out the infrastructure to deliver exceptional customer support,” he stated.
Conlow and Deziel envision Juiced Bikes as a brand that will surprise and delight customers with high-performance e-bikes at competitive prices. “I want to surprise and shock people in the same way with Juiced—bringing performance and components you don’t expect at amazing price points,” Conlow explained. While Juiced and Lectric will operate as separate entities, Deziel hinted at exciting opportunities to innovate Juiced’s product line, leveraging the expertise and resources that have made Lectric a success.
The acquisition marks a new chapter for Juiced Bikes, a brand that played a pivotal role in advancing e-bike adoption in the U.S. With Conlow and Deziel at the helm, Juiced has the potential to regain its reputation as a leader in the e-bike industry. However, rebuilding the brand will require addressing customer concerns, restructuring the team, and redefining its product offerings. The next 9–12 months will be critical as the new owners lay the groundwork for Juiced’s resurgence.
In summary, the acquisition of Juiced Bikes by Lectric e-Bikes’ co-founders represents a bold step toward reviving a once-iconic brand. By combining Juiced’s legacy of innovation with Lectric’s proven strategies for affordability and customer service, Conlow and Deziel aim to restore Juiced’s position in the e-bike market. While challenges remain, the acquisition offers hope for Juiced’s loyal customers and the broader e-bike community, signaling the potential for a strong comeback under new leadership.
