Juiced Bikes Recharged: Ebike Pioneer Returns Under Lectric's Leadership

PHOENIX, AZ – May 05, 2026 – After disappearing from the market amidst financial turmoil, high-performance ebike brand Juiced Bikes has officially announced its return. The company, once a celebrated pioneer in the direct-to-consumer electric bike space, re-emerged today under new ownership with a revamped product line, signaling a bold new chapter for the storied brand.

The relaunch is marked by the introduction of all-new full suspension and hardtail versions of its popular Scrambler model, now available on the company's resurrected website. The revival is being steered by a new leadership team, including General Manager Austin Gomes and Head of Brand Erin Reimer. In a brief and enthusiastic statement, Gomes commented on the brand's return, saying only, "Stoked."

Behind this terse announcement lies a significant story of industry consolidation and strategic revival. Juiced Bikes was acquired in 2025 by Levi Conlow and Robby Deziel, the co-founders of Lectric eBikes, the company that has dominated the North American market as the best-selling ebike brand in both 2023 and 2024.

From Collapse to Comeback

The return of Juiced Bikes is a stark contrast to its situation less than two years ago. Founded in 2009 by Tora Harris, Juiced carved out a niche with its powerful, moped-style ebikes that prioritized speed, range, and torque. It was an early innovator, but the brand ultimately became a casualty of the turbulent post-pandemic ebike market.

Several factors led to the company's downfall and eventual court-ordered liquidation in 2024. A combination of overproduction during the pandemic-fueled sales boom, crippling global supply chain disruptions, and steep tariffs strained its finances. Compounding these issues were growing customer frustrations over poor service, unfulfilled orders, and difficulty obtaining proprietary repair parts. The company's assets, including its valuable intellectual property and brand name, were put up for auction in the fall of 2024.

Enter Lectric eBikes co-founders Conlow and Deziel. After a complex bidding process, they successfully acquired nearly all of Juiced Bikes' assets in March 2025. The acquisition notably excluded the previous company's unsold physical inventory and warranty parts, allowing for a clean break from past operational liabilities.

A New Strategy Powered by Proven Leadership

The new ownership plans to operate Juiced Bikes as a separate entity from the value-focused Lectric brand. The strategy is to resurrect Juiced's performance-first legacy while injecting Lectric's renowned operational efficiency and customer-centric approach. A key priority is addressing the failures of the past, with the new team committing to building a robust customer service infrastructure over the next 9 to 12 months to restore trust with riders.

Leading this charge is Austin Gomes, the new General Manager. Gomes is a competitive cyclist who previously worked on Lectric's Product Development team, where he notably led the development of the XP4, the latest iteration of Lectric's best-selling model. His background in both performance cycling and successful product launches positions him to helm Juiced's next generation of ebikes. He is joined by Erin Reimer as the new Head of Brand, who quipped in the press release, "It's pronounced RHYME-er," signaling a fresh and direct communication style for the revived company.

The stated goal is to blend Juiced's history of innovative engineering with Lectric's expertise in delivering value and reliability, promising high-powered performance without the compromises that plagued the original company.

The All-New Scrambler Lineup

True to its heritage, Juiced Bikes is returning to the market with a focus on performance and style. The relaunched website showcases two new flagship models built on the iconic Scrambler platform.

• Scrambler Full Suspension: This model is engineered for all-terrain capability, combining the classic moped aesthetic with the enhanced comfort and control of front and rear suspension. It features a powerful 750W Bafang rear hub motor, a large 52V 15.6Ah (811Wh) integrated battery, and 4-inch fat tires, designed to deliver a Class 3 top speed of 28 MPH and an estimated range of 45-75 miles.

• Scrambler Hardtail: For riders who prefer a more direct connection to the road and a classic, rugged feel, the hardtail variant offers a more agile and responsive experience. It shares the same powerful 750W motor and high-capacity 52V battery as its full-suspension sibling, promising the same thrilling acceleration and speed in a more streamlined package suitable for urban assaults and light trail use.

Both models come equipped with hydraulic disc brakes and a 7-speed Shimano drivetrain, aiming to deliver the premium, high-performance experience that fans of the original brand came to expect, but now built on a foundation of improved reliability.

Navigating a Challenging Market

Juiced Bikes re-enters an ebike market that has changed dramatically. The "pandemic boom" has given way to a market reckoning that has seen other major brands like VanMoof and Sondors face bankruptcy or financial distress. Competition is fierce, particularly in the popular scrambler segment, with established players like Super73 and Rad Power Bikes holding significant market share.

However, the backing of Lectric's founders provides Juiced with a decisive advantage. While Lectric continues to dominate the affordable, high-value segment, the acquisition allows the parent leadership to strategically target a different demographic—the performance enthusiast who wants more power and aggressive styling. By leveraging Lectric's supply chain expertise, operational discipline, and commitment to customer support, the new Juiced Bikes is positioned not just to return, but to reclaim its status as a leader in high-performance electric bikes.