{"id":679,"date":"2025-05-01T13:58:53","date_gmt":"2025-05-01T13:58:53","guid":{"rendered":"https:\/\/eautomobiliai.lt\/index.php\/2025\/05\/01\/the-crazy-untold-story-of-lectric-ebikes-secret-deal-to-save-juiced-bikes\/"},"modified":"2025-05-01T13:58:53","modified_gmt":"2025-05-01T13:58:53","slug":"the-crazy-untold-story-of-lectric-ebikes-secret-deal-to-save-juiced-bikes","status":"publish","type":"post","link":"http:\/\/eautomobiliai.lt\/index.php\/2025\/05\/01\/the-crazy-untold-story-of-lectric-ebikes-secret-deal-to-save-juiced-bikes\/","title":{"rendered":"The crazy, untold story of Lectric Ebikes’ secret deal to save Juiced Bikes"},"content":{"rendered":"


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Juiced Bikes spent 15 years as a beloved e-bike brand building some of the most iconic and highest-performance electric bicycles in the US market. But financial troubles put the brand into a tailspin last year, ultimately culminating in bankruptcy and closure. The brand appeared to be a goner until two young e-bike entrepreneurs stepped up to try and salvage Juiced\u2019s legacy in a deal whose details have never been revealed \u2013 until now.<\/p>\n

<\/p>\n

I covered the apparent collapse of Juiced Bikes late last year, including watching the company\u2019s assets eventually surface on an auction site seemingly run as a way to repay Juiced\u2019s creditors. <\/p>\n

The auction included everything from Juiced Bikes\u2019 designs, patents, and other intellectual property (IP) to its wide assortment of e-bike inventory and spare parts, and even the company\u2019s Sprinter delivery van. The submitters of the winning bid were revealed to be Levi Conlow and Robby Deziel, the free-spirited founders of the largest electric bicycle company in the US, Phoenix-based Lectric Ebikes. I reported on that revelation last month, but the rest of the story had remained a mystery. <\/p>\n

I recently had the chance to talk to Lectric Ebikes\u2019 CEO Levi Conlow about the rollercoaster ride of trying to buy Juiced Bikes, and what comes next in the long process of restoring the brand to its former glory.<\/p>\n

\tAdvertisement – scroll for more content<\/span><\/p>\n

This is that story.<\/p>\n

\"\"
Lectric co-founders Robby Deziel (left) and Levi Conlow (right) sporting their new Juiced Bikes swag<\/figcaption><\/figure>\n

Levi, Robby, and the entire team at Lectric Ebikes have long shown a penchant for giving back not just to the broader e-bike community, but also for taking a wholistic approach to philanthropy as a company. In the past I\u2019ve covered how they give away millions of dollars each year, both in terms of free e-bikes and donations to worthy causes.<\/p>\n

Considering that the concept of doing the right thing is firmly engrained in the Lectric DNA, this seemed to Levi as another chance to give back to the larger e-bike community.<\/p>\n

\u201cWe saw it as an opportunity to once again show the industry that Lectric can do the right thing,\u201d said Levi. \u201cWe always pride ourselves on doing the right thing. We saw this as an opportunity to buy Juiced, give it a pathway to continue on, put the necessary resources into it to make it successful, but also to help resolve all these customers that had just gotten burned.\u201d<\/p>\n

That was a major sore spot in Juiced\u2019s larger fall from grace. Not only did the brand cease operations and leave its tens of thousands of riders without support, but hundreds of customers had already paid in full for pre-ordered electric bikes that were never delivered.<\/p>\n

\u201cOur plan was to get that inventory and send those bikes to the customers that had already paid, and then we\u2019d begin fresh once those customers are taken care of,\u201d Levi explained. \u201cWe could pause for a bit then and rebuild the brand.\u201d<\/p>\n

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The auction for Juiced\u2019s assets, both physical and IP, included hundreds of e-bikes that were sitting in US logistics warehouses, waiting to be shipped to customers who had already paid for them.<\/p>\n

After placing the winning bid in the auction, Levi and Robby intended to ship those e-bikes out to their original owners as quickly as possible. But the pair immediately ran into the first of what would soon become an ever-growing pile of obstacles.<\/p>\n

\u201cSo we win the winning bid for this auction. And after we win the auction, I called the agency that ran the process and I was like, \u2018Hey, my name is Levi Conlow. I just won this bid, what\u2019s the next step?!\u2019 and they were like, \u2018Well, now it\u2019s up to the creditors and the seller to decide if your bid is acceptable,\u2019 and I\u2019m thinking, \u2018What?! What do you mean? I thought that was the point of the auction.’\u201d<\/p>\n

As it turned out, the $1.2 million winning bid wasn\u2019t high enough to satisfy the creditors. Juiced owed significantly more than that. So Levi brought in the rest of his team and his board, then went back and forth with the company running the sale until new terms were finally accepted, and a deal was made to buy Juiced for a higher figure to get everything in the auction. <\/p>\n

\"Site<\/figure>\n

Now that Lectric had bought up Juiced\u2019s assets for a higher number which Juiced\u2019s creditors could live with, the next step was to start moving out those bikes. That would be its own logistical problem and so Levi wanted to get to work on solving it right away.<\/p>\n

\u201cWe wanted to make sure we could physically go pick up the inventory, even though we now owned it,\u201d Levi continued. \u201cSo we reached out to the different warehouses where the inventory was stored and quickly the warehouses responded \u2018No, they owe us this sum of money, so they have to pay it before the inventory can be picked up.\u2019 And the amount of money in warehouse storage costs was ridiculous, because they had not been paying for warehousing for, well for some locations it seemed like years, so it was this massive balance. So the inventory at the warehouses wasn\u2019t even worth the amount that the warehouses were owed.\u201d<\/p>\n

Despite the massive storage fee debts that Juiced had racked up, Levi was under the impression that he had bought and owned all that inventory after working out the deal with Juiced\u2019s creditors. Unfortunately, he was then informed that the inventory had already been sold out from under him. \u201cThey told me, \u2018Oh, so that inventory was already sold to some other company, it was kind of a supplier debt, and they took ownership over it.\u2019 So at one point this inventory was sold to customers, then it was sold to me, and then it was sold to another company.\u201d<\/p>\n

I had already discovered that the Chinese-owned e-bike brand Velowave had begun selling what appeared to be brand-new Juiced Ebikes on its US website, and Levi confirmed that Velowave was, in fact, the other company that had snatched up the inventory that was mostly pre-sold to existing customers.<\/p>\n

\"\"<\/figure>\n

With that US-based inventory lost, the next goal for Levi and Robby was to hopefully get ahold of the inventory and spare parts that were left in Asia. <\/p>\n

However, Levi soon discovered that the Asian suppliers were owed around twice as much as the US-based creditors. \u201cThese Asian suppliers, many of them were left out of millions and millions of dollars owed to them. That relationship between Juiced and its suppliers is so far gone that there is no pathway for us to get bikes and parts from them. The non-proprietary stuff like Shimano parts and Tektro, the wheels and parts like that, that stuff is pretty easy to get. But the proprietary parts like controllers and motors, those are relationships that have really been damaged by the amount of money that Juiced owed.\u201d<\/p>\n

The damage done by the trail of debt left in Juiced\u2019s wake is a problem that Lectric is now wading through.<\/p>\n

\u201cThat\u2019s one of the biggest hurdles we have to overcome,\u201d sighed Levi. \u201cThere are a couple of suppliers that overlap with Lectric\u2019s supply chain or where their sister companies already work with Lectric. And Lectric\u2019s checks always clear \u2013 we\u2019ve never missed a payment, we always pay on time. So there are a couple suppliers that we\u2019re going to be able to resolve with and be able to get some warranty parts, but something that it\u2019s important for people to know and prepare for is that for the vast majority, unfortunately, we are not going to be able to remedy those relationships. That\u2019s basically been most of the work I\u2019ve been doing recently, is trying to repair those relationships.\u201d<\/p>\n

\"juiced<\/figure>\n

Now, Levi and Robby are working on a solution to make things right for the hundreds of Juiced customers who are left empty-handed, out thousands of dollars for their pre-order and with no e-bike to show for it. But even that work has been hampered by the slow process of physically taking over Juiced\u2019s digital assets, including access to the company\u2019s website and the sales info trapped inside of it. <\/p>\n

\u201cEven getting into a platform like Shopify to figure out which customers didn\u2019t get paid and what is owed to certain customers, that\u2019s basically one of our only options right now for Rob and I, is to figure out who hasn\u2019t been paid, reach out to those customers and write them a check to reimburse them or maybe offer them an e-bike from Lectric\u2019s lineup. But we can\u2019t even get into Shopify yet because Shopify was also owed a ton of money, and we can\u2019t get into the email list because the email list was owed a lot of money too. All of those things are resolved through the bankruptcy, but there\u2019s a legal process of providing the proper documentation and reporting in order for us to get access to those things. So there\u2019s a lot of work before I can even turn the website on and email my first customer. But that is priority #1 right now, is to get the website live and communicate with customers.\u201d<\/p>\n

From there, the next step will be rebuilding the high-performance e-bike lineup that Juiced spent years developing. As involved as Levi and Robby will be, they also still have to run North America\u2019s largest e-bike company, Lectric Ebikes, and so Juiced will still need a dedicated team of its own. \u201cThe first real hire we\u2019re going to make is probably to hire a product manager. With how long development will take, maybe we can get it done in 9-12 months, but that really requires someone dedicating their full focus on it. So our day one objective is to hire someone to start rebuilding the product portfolio from the ground up,\u201d explained Levi, before offering to toss that massive undertaking my way. \u201cAre you bored? Are you looking for more work, Micah?,\u201d he laughed.<\/p>\n

As awesome of a job as that would be, the mere 24 hours I get in a day don\u2019t seem quite enough for me, and I can only imagine how daunting of a task that will be for someone coming in ready to throw their entire focus at it. But Levi sounds excited about the possibilities, even as he acknowledges the headwinds they will face.<\/p>\n

\"Site<\/figure>\n

The direction that the new Juiced e-bikes will go is still uncertain, but it sounds like the designs will remain true to the style and performance of e-bikes that helped Juiced build its massive fanbase over the last decade and a half.<\/p>\n

\u201cThere\u2019s an iconicness to bikes like the Scrambler, Scorpion, and Juiced\u2019s products like that,\u201d Levi reflected. \u201cI think we need to carry forward that performance and platform, but some industrial design needs to happen there as well. For the most part, the things that made us like Juiced over the last 15 years as a community of riders, that stuff is going to carry over into the next 15 years. The high performance, the awesome torque and acceleration, it\u2019s something special. And we ought to carry that on because that\u2019s what people really loved about the brand in the first place, so it\u2019d be foolish to lose that.\u201d<\/p>\n

As for the division between Lectric Ebikes and Juiced moving forward, Levi has clear intentions there. It appears that Juiced will remain a separate company from Lectric, even if it benefits from the relationships and the purchasing power that Lectric enjoys. \u201cI\u2019m really looking forward to this challenge,\u201d Levi continued, \u201cbecause I see an extremely clear pathway to making this successful. You know, Lectric is the #1 selling bike company here in North America, and I think that the expectation for how Rob and I should push ourselves is to try and get Juiced to #2.\u201d<\/p>\n

That clear pathway in Levi\u2019s mind is based upon a tried and true formula that he and his Lectric co-founder Robby Deziel developed over the last six years of building Lectric Ebikes. \u201cSo how do you do that?\u201d Levi asked himself. \u201cYou\u2019ve got to have the world\u2019s best performance, the best price point, and exceptional customer service. And those are things that we have a ton of experience with. We know exactly how those formulas work. And so we have very high aspirations for Juiced.\u201d<\/p>\n

\"juiced<\/figure>\n

That experience is going to be a major benefit to rebuilding Juiced Bikes. \u201cOn day one, Juiced will get the benefit of our economies of scale. Our shipping rates are 75% less than what Juiced was paying to ship to customers. I haven\u2019t fully run the numbers yet, but maybe that one thing alone is enough to take Juiced from unprofitable to breaking even. And then if you look at Lectric\u2019s rates for shipping containers or our optimization for how we run every aspect of our business, there\u2019s a very clear path to Juiced not just being reborn, but being a good business, fundamentally.\u201d<\/p>\n

It sounds like Levi, Robby, and the rest of their team at Lectric Ebikes have their work cut out for them. It\u2019s not something foreign to any of them, and now they have the benefit of years of experience doing this once before. <\/p>\n

However, they must also forge ahead against the headwinds of tariff uncertainty and without the boost offered by a post-pandemic e-bike buying spree. If there was ever an e-bike brand whose iconic legacy was worth fighting for though, Juiced Bikes is it.<\/p>\n

\"\"<\/figure>\n

As a final note, I contacted Juiced Bikes\u2019 founder and former CEO, Tora Harris, for comment on this story but did not receive a response.<\/p>\n

\n

FTC: We use income earning auto affiliate links.<\/em> More.<\/p>\n

<\/div>\n<\/p><\/div>\n


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