Rad Power Bikes appoints new CEO amid shifting company direction

Rad Power Bikes has announced the appointment of Kathi Lentzsch as its new Chief Executive Officer, marking a leadership change as the company leans further into retail expansion and reduces its emphasis on direct-to-consumer (D2C) sales.

Earlier this week, Electrek broke the news regarding Rad’s previous CEO Phil Molyneux’s sudden unannounced departure from the brand, whose sales once topped the US e-bike market but has since been eclipsed by a number of younger e-bike companies.

Lentzsch, described as a seasoned executive with experience in consumer-facing and business-to-business (B2B) companies, steps in at a critical moment as Rad transitions away from its D2C roots toward a stronger retail presence.

Lentzsch brings more than thirty years of leadership experience, having held executive roles at Bartell Drugs, Pottery Barn, Pier 1 Imports, and Cost Plus World Market. She played a key role in transforming brands, guiding companies through growth phases, and deepening customer engagement—an experience that should align with Rad’s push toward a more traditional retail model.

“Rad Power Bikes is at an inflection point, shifting from a direct-to-consumer model to a more retail-focused approach, and it’s an incredible time to come on board,” said Lentzsch. “This shift creates new opportunities to reach more riders, strengthen customer relationships, and evolve the brand in meaningful ways. What drew me to Rad is its unwavering commitment to innovation, sustainable transportation, and, most importantly, putting riders first. I’m eager to work alongside this talented team to build on Rad’s strong foundation of producing great products and partnering with the best bike shops to bring those ebikes to riders, complete with a Rad Grin.”

Her appointment follows Rad Power Bikes’ recent moves to establish brick-and-mortar retail partnerships, a departure from its early days as a purely online D2C brand. The shift comes as the broader electric bike market matures, with more companies hoping to leverage the importance of in-person sales and service to reach mainstream customers.

Lentzsch previously served as CEO of Bartell Drugs, where she led the company through a pandemic-era transformation and an eventual merger with Rite Aid. Her leadership at Pottery Barn was instrumental in repositioning it as a premium home brand, while her tenure at Enesco helped earn the company a “World’s Best Workplace” distinction in 2015.

As Rad Power Bikes continues refining its retail strategy, the company is hoping that Lentzsch’s experience in brand evolution, strategic growth, and customer experience will position her to lead the company into its next phase. While Rad built its reputation as a direct-to-consumer powerhouse, this latest move signals a major strategy rethink to expand access to its e-bikes through physical stores and bike shop partnerships.