TRANSFORMER – A New Interview Series – One-on-One with Lectric CEO Levi Conlow

Unless you have been living under a rock in the electric bicycle space, you have heard about Lectric E-bikes. In the span of 5 years, Lectric has grown from a seed planted in the soil of micromobility into a company whose roots run deep and that is growing at an unprecedented rate.

Lectric E-bikes originated from the entrepreneurial spirit of its founder Levi Conlow during his college years. Initially starting as an electric skateboard venture named Electric Long Boards, the Conlow identified a gap in the market for affordable electric transportation solutions. Transitioning from electric skateboards to e-bikes, he recognized the untapped potential of e-bikes in the US market, inspired by the efficiency and versatility of electric bicycles.

Teaming up with a childhood friend Robbie Deziel, who had a mechanical engineering background, they meticulously researched and developed their first e-bike model, the Electric XP, priced competitively at $899. Leveraging familiar brand components and targeting RV enthusiasts as early adopters, they successfully generated over a million dollars in pre-orders within weeks of launching.

Despite initial setbacks and a lack of inventory, Lectric E-bikes experienced exponential growth, with sales soaring to over 150,000 bikes annually by 2023. With a commitment to affordability and continuous innovation, Lectric E-bikes has become a leading player in the e-bike market, catering to diverse consumer needs with a range of models, including trikes and cargo bikes, while maintaining its signature competitive pricing.

Competitive Pricing

Conlow and I discussed the pivotal importance of affordability and accessibility in the electric bike market. Conlow explains that early on, potential customers cited various barriers to purchasing electric bikes, including the need for assembly, reluctance to visit bike shops, and unwillingness to pay over $1,000. Recognizing this, Lectric E-bikes focused on providing a hassle-free experience, targeting not only traditional cyclists but also those new to biking.

By adopting a direct-to-consumer e-commerce approach, they aimed to cater to a broader audience, making the buying process less intimidating and more convenient. Conlow emphasizes the company's dedication to facilitating easy assembly and shipping to minimize customer concerns. This customer-centric approach has resulted in a high level of customer satisfaction, with over 50% of sales stemming from word-of-mouth referrals.

Additionally, Lectric E-bikes boasts an impressive Net Promoter Score (NPS), indicative of the brand's strong customer advocacy and organic growth. Conlow attributes its success to creating exceptional products and ensuring a seamless purchasing experience, ultimately fostering a loyal customer base and driving sales through positive word-of-mouth marketing.

Incentive Programs

Next, Conlow and I dove into the topic of incentive programs for electric bikes in the United States. Conlow highlights Lectric E-bikes' active participation in such programs, particularly in Colorado, where direct-to-consumer companies can engage directly without the need for bike shop intermediaries. He is happy with the success they've witnessed in selling over 1000 e-bikes through these programs, noting that they have been particularly beneficial for financially disadvantaged individuals who may not have been able to afford e-bikes otherwise.

Conlow expressed some mixed feelings about incentive programs, noting that some competitors may have driven prices up in anticipation of such programs. One of his solutions is that there should be standards set by governments to ensure that companies do not take advantage of customers by marking up prices excessively due to incentives.

Despite some reservations, Conlow emphasized the transformative impact of e-bikes on individuals' lives and Lectric E-bikes' commitment to philanthropy. He and Lectric committed to giving away over $1 million worth of e-bikes in 2023 to those in need, including refugees, highlighting the belief that e-bikes can significantly improve mobility and quality of life for recipients. Conlow urged more industry players to follow suit in giving back and leveraging their inventory for social good.

Philanthropic Endeavors

Next, I shift the focus shifts towards Lectric E-bikes' philanthropic initiatives, both locally in Phoenix and through their partnership with Beast Philanthropy. Conlow explains that giving back has been a fundamental aspect of the company's ethos, driven by the passion of its founding team and shared values. They initially started with small-scale efforts in Phoenix, such as grants of e-bikes to community programs and sponsoring foster children's education.

Conlow then elaborates on their collaboration with Beast Philanthropy, inspired by Mr. Beast's commitment to charitable endeavors, bringing to light their involvement in funding a major orphanage renovation project which eventually led to doubling their initial budget to ensure its completion. The impact of visiting the orphanage and witnessing firsthand the transformation brought about by their contributions was a profound and touching moment for Conlow.

Lectric E-bikes' also has a broader philanthropic strategy, which extends beyond monetary donations to include various charitable projects worldwide. Conlow believes in setting an example and inspiring the next generation to prioritize giving back over materialism. He discusses their involvement in diverse initiatives, from orphanage renovations to desalinization systems in Kenya, showcasing their commitment to making a positive impact on global communities.

Conlow is extremely grateful for the support received from stakeholders, enabling Lectric E-bikes to contribute over $2 million worth of philanthropic efforts in 2023 alone. With the company's continuing growth, he anticipates even greater opportunities for giving back in the future, emphasizing a focus on maximizing Lectric's impact on society.

Urban Mobility Trends

I next ask Conlow about the future of urban mobility trends and the role of electric bikes in reducing vehicle congestion. Conlow was optimistic about the increasing popularity of electric bicycles and can see a future where e-bikes outsell cars, particularly due to their affordability and accessibility.

One of his main points was that Lectric E-bikes' efforts when it comes to affordability, such as pricing a bike equivalent to the average monthly car payment, resulted in increased popularity, especially among younger demographics. Conlow also pointed out the practicality of e-cargo bikes, noting that many customers have replaced cars with cargo bikes for transportation needs.

Regarding urban infrastructure, Conlow says he has noticed a positive shift in cities like Phoenix towards providing more bike infrastructure and car-free zones. He emphasized the importance of government investment in bike-friendly infrastructure and education to encourage more people to switch to alternative modes of transportation. Conlow cites examples from cities like New York and Tempe, where initiatives are underway to prioritize biking and micromobility options.

Overall, he is optimistic about the future of urban mobility and believes that with continued efforts and investment, cities can prioritize biking and micro-mobility, leading to a significant reduction in vehicle dependency over time.

Battery Technology and Sustainable Packaging

When asked about battery technology, Conlow addresses concerns about battery safety in e-bikes, particularly in response to incidents involving non-certified batteries starting fires in New York City. He expresses support for UL-2849 as a gold standard for battery safety and advocates for it to become a federal requirement. Conlow also suggests collaboration between e-bike manufacturers and government agencies to implement trade-in programs for non-UL-certified bikes, focusing on the need to purge unsafe products from the market.

Regarding sustainability initiatives, Conlow highlights Lectric E-bikes' commitment to green packaging for their products, with plans to transition all new products to green packaging, starting with the XPeak, their latest offering. While acknowledging the company's past focus on growth, Conlow emphasized Lectric's dedication to making improvements in product sustainability and affordability. He re-iterated his goal of making e-bikes more affordable to encourage the transition from cars to e-bikes as a key focus for Lectric.

Industry Trends and the Future of Lectric

When probed about what trends will be at the forefront of the electric bike industry over the next 5-10 years, Conlow pointed to industry awareness. He highlighted the need for increased education and promotion to normalize e-bikes and make them more widely accepted. He also considered the importance of infrastructure development, rider education, and driver awareness to facilitate the adoption of e-bikes and reduce congestion on roads.

Regarding the immediate future of Lectric E-bikes, Conlow forecasts continued product expansion and refinement, stressing the company's commitment to delivering high-value products at affordable prices, while also predicting new bike versions to meet customer demand. Conlow also has big dreams for Lectric E-bikes to follow in the footsteps of companies like Honda, evolving from a motorized bicycle company to a major player in various transportation sectors.

XPeak and Why Product Development Means So Much

With Lectric's new XPeak finally getting out to customers,  Conlow explains the motivation behind developing a 26-inch fat-tire electric bike. He divulges his competitive drive and desire to have the best-selling electric bike in the market by targeting areas where competitors find success.

Conlow asserts that he can offer a superior product at a better price with higher-quality components, which in turn will drive the success of the Xpeak. Additionally, he shares his personal enjoyment of riding 26-inch fat-tire bikes and excitement for the Xpeak's production and release.

Final Thoughts

During this interview with Lectric's CEO, I was instantly disarmed by his easy-going attitude, friendly disposition and overall welcoming vibe. Conlow was extremely easy to talk to yet also had a fiery passion for his company and the electric bike industry. While it is evident that he has the drive and focus of a successful CEO, it is easy to forget that Conlow is only 26 and has already spearheaded two successful companies. There is no doubt in my mind that he and Lectric are headed right for the top of the electric bike market. The only real question is how long will it take to get there.