Serial 1
Serial 1 designs, assembles, and sells premium electric bicycles featuring Brose motors, Gates belt drives, and Enviolo hubs, distributing through DTC e-commerce, authorized retailers, and the Rad Power Bikes dealer network across the US and Canada.
- Company typePrivate
- Founded2018
- HeadquartersLehi, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Serial 1 does
Serial 1 Cycle Company designs, assembles, and sells premium electric bicycles under a platform-plus-accessories business model. The core product line consists of six e-bike models — BASH/MTN (Gen 2), RUSH/CTY SPEED (Gen 2), RUSH/CTY STEP-THRU (Gen 2), MOSH/CTY (Gen 2), SWITCH/MTN (Gen 2), and BASH (Gen 3) — built on premium third-party componentry including Brose mid-drive motors, Gates Carbon Drive belt drivetrains, Enviolo continuously variable hubs, integrated 529Wh/706Wh interchangeable batteries, and onboard LED lighting. A proprietary Serial 1 Mobile App delivers GPS-based digital security, Google Maps navigation, ride recording, and firmware updates under a paid subscription. The brand originated as a skunkworks project inside Harley-Davidson's Product Development Center, became an independent brand in 2020, and was acquired by LEV Manufacturing, Inc. (a Life EV Group subsidiary) in 2023; corporate operations are run from Deerfield Beach, Florida, with primary US assembly, logistics, and fulfillment out of a 100,000 sq. ft. LEV Manufacturing facility in Putnam County, Tennessee.
Revenue is generated predominantly through one-time e-bike unit sales at MSRPs starting at $2,999, complemented by parts and accessories sold direct-to-consumer via serial1.com, through authorized premium retailers in the US and Canada, and through all seven Rad Power Bikes retail stores. The company pursues a multi-channel distribution strategy spanning DTC e-commerce (serial1.com for North America, serial1.eu for Europe), an authorized premium/Platinum retailer network, and the inherited Rad Power Bikes dealer footprint of approximately 1,200 US dealers and 80 Canadian dealers. Customer segments are primarily consumer-facing: premium urban and suburban commuters, off-road and adventure riders, and speed-focused Class 3 e-bike users. The mobile app subscription introduces a recurring software revenue layer, and aftermarket parts/accessories provide a secondary revenue stream tied to the installed base. Leadership comprises CEO Jason Huntsman and Chief Financial & Operating Officer Rex Hamilton; the company is privately held under LEV Manufacturing with no public funding rounds disclosed.
Serial 1 firmographics
Firmographics- Name
- Serial 1
- Legal name
- Serial 1 Cycle Company
- Website
- https://serial1.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Serial 1 designs, assembles, and sells premium electric bicycles featuring Brose motors, Gates belt drives, and Enviolo hubs, distributing through DTC e-commerce, authorized retailers, and the Rad Power Bikes dealer network across the US and Canada.
- Ownership category
- akta.pro rank
Serial 1 industry classification
Industry- Product category
- Premium Electric Bicycles
- NAICS
- Motorcycle, Bicycle, and Parts Manufacturing (336991), Automotive Parts, Accessories, and Tire Retailers (4413), Automotive Parts and Accessories Retailers (441330)
- SIC
- Motorcycles, Bicycles & Parts (3751), Motor Vehicle Parts & Accessories (3714)
- akta.pro primary industry
- E-bikes & E-cargo Bikes Manufacturing (IMACAOAA)
- akta.pro secondary industries
- E-Bikes & Electric Bicycles (CRACASAA), E-Bike Retail (CRAMAHAE), Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD)
Keywords
Where Serial 1 is headquartered
LocationHeadquarters
- HQ city
- Lehi
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Serial 1 business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- E-Bike Sales: Serial 1 generates revenue primarily through the sale of premium e-bicycles. Models include BASH/MTN (Gen 2), RUSH/CTY SPEED (Gen 2), RUSH/CTY STEP-THRU (Gen 2), MOSH/CTY (Gen 2), SWITCH/MTN (Gen 2), and BASH (Gen 3). E-bikes are sold at MSRP ranging from approximately $2,999 for the Gen 3 BASH up to higher price points for performance models. Sales occur through the company's e-commerce site and authorized premium retailers.
- Parts and Accessories: Serial 1 sells replacement parts and accessories through its e-commerce platform and authorized retailers. Parts include batteries (529Wh at $799, 706Wh at $999), battery charger ($199), motor components, drivetrain parts, lighting, and other components. Accessories provide a recurring revenue stream from the existing bike owner base.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | BASH (GEN 3) — $2,999 MSRP, up to 20 MPH, 529Wh battery, Brose S Mag motor, Gates belt, single-speed |
| Unit Pricing | Pay-as-you-go | 529 Wh Battery — $799 |
| Unit Pricing | Pay-as-you-go | 706 Wh Battery — $999 |
| Unit Pricing | Pay-as-you-go | Battery Charger — $199 |
| Unit Pricing | Pay-as-you-go | Brose Display Remote — $189 |
| Unit Pricing | Pay-as-you-go | Front Fender & Rack Kit — $165 |
| Unit Pricing | Pay-as-you-go | Kickstand w/ 2 Bolts — $38 |
| Unit Pricing | Pay-as-you-go | Rear Brake Lights — $50 |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Serial 1 product offering
Product offeringCore offering
Serial 1 designs, assembles, and sells premium electric bicycles (e-bikes) across six core models (BASH/MTN, RUSH/CTY SPEED, RUSH/CTY STEP-THRU, MOSH/CTY, SWITCH/MTN, BASH Gen 3) at MSRPs starting from $2,999. The product ecosystem includes replacement parts and accessories (batteries, chargers, motors, fenders, lighting, drivetrain components) plus the Serial 1 Mobile App providing digital security, turn-by-turn Google Maps navigation, and ride data. E-bikes are sold via serial1.com, an authorized premium retailer network, and Rad Power Bikes retail stores.
Product overview
Serial 1 Cycle Company offers a portfolio of premium electric bicycles as a platform-plus-accessories model. The core product line consists of six e-bike models: BASH/MTN (GEN 2), RUSH/CTY SPEED (GEN 2), RUSH/CTY STEP-THRU (GEN 2), MOSH/CTY (GEN 2), SWITCH/MTN (GEN 2), and BASH (GEN 3). These models span utility/commuter, premium lifestyle, and off-road segments, all featuring Brose motors, Gates Carbon Drive belts, and integrated LED lighting systems. The product ecosystem is complemented by a comprehensive range of replacement parts and accessories including batteries (529Wh and 706Wh), chargers, display remotes, motors, fender/rack kits, and lighting. The Serial 1 Mobile App provides digital security, navigation, and ride data features. All products are manufactured by LEV Manufacturing and distributed through a network of premium retailers.
Differentiator
Problem solved
Functional benefit
Products and services
- BASH (GEN 3) Electric Mountain Bike Premium electric mountain bike with rigid seatpost, Brose S Mag mid-drive motor (90Nm torque), 529Wh removable battery (25-95 mile range), Gates Carbon Drive belt, TRP hydraulic four-piston disc brakes, Michelin E-Wild 27.5-inch tires, and integrated LED lighting. Priced at $2,999 MSRP.
- BASH/MTN (GEN 2) Electric Mountain Bike Second-generation electric mountain bike with a rigid front fork designed for on- and off-trail riding, built around Brose mid-drive motor, Gates Carbon Drive belt, integrated battery, and on-board LED lighting. For trail and adventure riders.
Companies that use Serial 1
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Serial 1 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature7 records
Serial 1 partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Rad Power Bikes (via Rad Life Mobility)coreSerial 1 e-bikes are now distributed through all seven Rad Power Bikes retail stores following Rad Life Mobility's acquisition of Rad Power Bikes' assets. This partnership leverages Rad Power Bikes' network of approximately 1,200 US dealers and 80 Canadian dealers to expand Serial 1's physical retail footprint. Serial 1 represents the premium lifestyle segment in the three-brand portfolio (utility/commuter, premium lifestyle, and off-road).
- LEV Manufacturing / Life EV GroupcoreLife EV Group (parent of LEV Manufacturing) acquired Rad Power Bikes' assets, creating a multi-brand platform that now includes Serial 1 alongside Rad Power Bikes and Life EV brands. LEV Manufacturing's Tennessee facility serves as the primary US assembly, logistics and fulfillment center distributing and assembling Serial 1 e-bikes, along with Rad Power Bikes and Life EV branded products.
- LEV Manufacturing, Inc.coreLEV Manufacturing, a Florida-based light electric vehicle manufacturer and subsidiary of Life EV Group, acquired Serial 1 in 2023. LEV Manufacturing brings extensive USA-based e-bike production, service, and support capabilities. The company is investing $7 million to establish a 100,000 sq. ft. facility in Putnam County, Tennessee (Algood) serving as the primary US assembly and fulfillment center for Serial 1, Rad Power Bikes, and Life EV branded e-bikes.
- Pritchard EVminorPritchard EV is an authorized Serial 1 retailer based in Clear Lake, Iowa (1 Team Quest Way), serving as a trusted source for innovative electric vehicle solutions and offering a seamless buying experience for Serial 1 e-bikes.
- Electric Bikes USAminorElectric Bikes USA is an authorized Serial 1 retailer offering a wide range of e-bikes to suit every lifestyle—from urban commuters to off-road adventurers. Located in Florida.
- Cycle JointminorCycle Joint is an authorized Serial 1 retailer in Pensacola, Florida (32 North Palafox), offering high-quality bicycles, parts, and accessories with expert guidance for riders of all levels.
- River City BicyclesminorRiver City Bicycles is an authorized Serial 1 retailer in Portland, Oregon (534 SE Belmont St.), with 29+ years of experience delivering the best possible customer service, selection, and experiences to the bike community.
- Sierra E-BikeminorSierra E-Bike is a Platinum-level Serial 1 retailer based in Penn Valley, California (11282 Pleasant Valley Road), offering cutting-edge designs and unrivaled service for Serial 1 e-bikes.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
Serial 1 competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Serial 1 social profiles
Digital presenceSerial 1 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Serial 1 leadership team
Management profileNumber of profiles
Profiles2 records
Serial 1 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Serial 1 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Serial 1
What does Serial 1 do?
Serial 1 designs, assembles, and sells premium electric bicycles (e-bikes) across six core models (BASH/MTN, RUSH/CTY SPEED, RUSH/CTY STEP-THRU, MOSH/CTY, SWITCH/MTN, BASH Gen 3) at MSRPs starting from $2,999. The product ecosystem includes replacement parts and accessories (batteries, chargers, motors, fenders, lighting, drivetrain components) plus the Serial 1 Mobile App providing digital security, turn-by-turn Google Maps navigation, and ride data. E-bikes are sold via serial1.com, an authorized premium retailer network, and Rad Power Bikes retail stores.
Is Serial 1 a public or private company?
Serial 1 is a private company. It is classified as corporate owned and is currently operating.
When was Serial 1 founded?
Serial 1 was founded in 2018. It employs 11 to 50 people.
Where is Serial 1 based?
Serial 1 is headquartered in Lehi, United States, in the North America region.
How does Serial 1 make money?
Two revenue lines are on record. E-Bike Sales are the primary driver. The others are parts and Accessories.
Does Serial 1 have an API?
No public API is recorded for Serial 1.
What industry is Serial 1 in?
Serial 1's product category is Premium Electric Bicycles. Its primary akta.pro industry code is IMACAOAA, E-bikes & E-cargo Bikes Manufacturing, with a secondary code of CRACASAA, E-Bikes & Electric Bicycles. Its NAICS code is 336991 and its SIC code is 3751.