RAD feed bikes named a new The CEO, just a few days after his previous chief resigned. The electric bike company has exploited Kathi Lentzsch, who has spent the last decades to overthrow sub-performative companies in the general public and B2B spaces.
The change comes while Rad Power continues to move away from direct consumers in favor of a retail -based approach – a change in strategy that has led the company to institute several layoff cycles in recent years.
“Rad Power Bikes is at a point of inflection, going from a direct model to consumers to a more focused approach to retail, and it is an incredible moment to come on board,” said Lentzsch in a press release. “This change creates new opportunities to achieve more cyclists, strengthen relationships with customers and develop the brand significantly.”
Lentzsch will be Rad Power’s third CEO in the past three years. Phil Molyneux left the role earlier this month. It was installed as CEO in 2022 when the founder Mike Radenbaugh moved away. Radenbaugh launched the company in 2007.
Rad Power is not the only one in his struggle to find the right commercial model to sell his electric bikes. Two of the most publicized companies, Cake and Vanmoof, have recently undergone bankruptcy restructures in order to continue to operate. And last month, two others – Electric Bike Company and integral electricity – merged.
