Rad Power Bikes has appointed a new CEO, shortly after its previous leader resigned. The e-bike company has chosen Kathi Lentzsch, who has a history of revitalizing struggling companies in the consumer and B2B sectors.
This decision reflects Rad Power’s transition from direct-to-consumer to a retail-oriented strategy, leading to several rounds of workforce reductions in recent years.
“Rad Power Bikes is undergoing a pivotal moment, moving from a direct-to-consumer model to a more retail-centric approach, making it an exciting time to join,” stated Lentzsch. “This shift opens up new avenues to reach more riders, enhance customer connections, and enhance the brand in significant ways.”
Lentzsch will be the third CEO of Rad Power in the last three years. Phil Molyneux left the position earlier this month. He took over as CEO in 2022 when founder Mike Radenbaugh stepped down. Radenbaugh established the company in 2007.
Rad Power faces challenges similar to other electric bike manufacturers in finding a successful business model for their products. Cake and VanMoof, well-known companies, recently restructured through bankruptcy to continue operations. Additionally, Electric Bike Company and Integral Electrics merged last month.
