Rad Power Bikes announced on March 13, 2025, that former Bartell Drugs CEO Kathi Lentzsch would lead the electric-bike company. The appointment accompanied a stated shift toward physical retail and bike-shop partnerships. It is a historical announcement, not confirmation that Lentzsch leads the brand today: Life EV completed an acquisition of Rad Power Bikes assets in March 2026, and the available announcement does not say whether she remained CEO afterward.
Why Rad Power Bikes appointed Kathi Lentzsch
Rad Power Bikes presented Lentzsch’s consumer-retail and transformation experience as a fit for its move away from a primarily direct-to-consumer model. In its March 13, 2025 announcement, the company said it was shifting toward physical retail and partnering with bike shops.
At the time, Rad said it had nine RadRetail locations and more than 1,200 retail and service partners across North America. Those are company-reported figures from March 2025, not current counts. Lentzsch described the shift as an inflection point, saying the company was moving “from a direct-to-consumer model to a more retail-focused approach.”
What Lentzsch brought to the role
Rad’s announcement said Lentzsch had been CEO of Bartell Drugs, leading the company through the pandemic, strategic changes and its merger with Rite Aid. The release also credited her with leading Pottery Barn’s turnaround and repositioning, and listed leadership roles at Pier 1 Imports and Cost Plus World Market. It said she served as President of the Gift Division and CMO at Enesco.
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GeekWire’s March 13, 2025 report additionally described prior leadership at Gump’s and Elephant Pharmacy. The company’s characterization of Lentzsch as an “ideal leader” was its own assessment, rather than an independently established result.
How the CEO change fit Rad’s strategy in 2025
Lentzsch replaced Phil Molyneux, a former Sony executive who had led Rad for more than two years, according to GeekWire. The publication also reported that Rad was laying off an undisclosed number of employees as part of its shift away from direct-to-consumer sales. These details provide context for the appointment; they were reported by GeekWire, not stated in Rad’s appointment announcement.
The strategic change concerned how customers would encounter and get support for the brand: the company described a greater emphasis on physical retail and bike-shop partners rather than relying as heavily on direct online sales. That was Rad’s stated direction in 2025, not necessarily the operating model under its later owner.
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- 𝐀𝐭𝐭𝐞𝐧𝐭𝐢𝐯𝐞 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐒𝐞𝐫𝐯𝐢𝐜𝐞：Urban commuter ebikes have been 90% pre-assembled.Installation video is attached to our product page. We provide 12 months after-sales service for the motor, battery, charger and controller.Contact us if you have any questions. Please keep the original package for a while, in case if there is any issues for return.
What changed after the appointment
In March 2026, Life EV announced it had completed a court-approved acquisition of the Rad Power Bikes brand, intellectual property, inventory and certain operating assets. Life EV said it would continue U.S. retail operations under the Rad Power Bikes brand. The acquisition announcement does not establish whether Lentzsch remained CEO after the transaction, so her present-day role cannot be confirmed from these announcements.
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The company’s warranty page, updated May 14, 2026, says the current limited warranty applies to qualifying products purchased after May 15, 2026. It also says the new owner is not obligated to provide warranty or service for products purchased before December 15, 2025. Because coverage depends on purchase date and eligibility, owners should check the current terms rather than assume that warranty or service obligations transferred unchanged with the brand.
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