In a surprising development, Lectric e-Bikes co-founders Levi Conlow and Robbie Deziel have announced their acquisition of Juiced Bikes via Juiced’s own YouTube channel.
Juiced’s assets were auctioned in the fall of 2024 to repay creditors, signaling a potential end to the iconic brand that had been in operation since 2009. While the Lectric co-founders submitted the winning bid, it was initially rejected, leaving Juiced’s branding and intellectual property in limbo. The deal was finally closed on March 27, 2025. The new owners have stated their intent to revive the brand while keeping Juiced as a separate company from Lectric, with plans to restructure the Juiced team from the ground up.
Juiced Bikes is widely regarded as a pioneer in e-bike adoption across the United States. The brand made a name for itself with bold designs and high-performance bikes that lived up to the “Juiced” moniker, offering quick acceleration and impressive torque. However, financial struggles ultimately led to its auction.
Meanwhile, Lectric has been one of the most successful e-bike startups in the last decade. The company skyrocketed in popularity with its ever-popular XP series, helping it lead North American e-bike sales in 2023 and 2024. Lectric has remained committed to keeping prices low while offering features that rival more expensive e-bikes.
There’s still much to be sorted out for Juiced in the coming months. The final sale of its intellectual property and branding rights did not include product inventory or warranty parts. Many Juiced customers are still awaiting products they paid for but never received. Conlow has stated Juiced intends to assist the customer base but acknowledges that 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,” said Conlow.
As they rebuild Juiced, Conlow and Deziel aim to bring the same ethos that made Lectric successful.
“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 added.
Denziel made it clear that the two companies will remain separate, but stated there will be exciting opportunities to innovate Juiced’s product line.
