As Sales Director for Rad Power Bikes, George Lee leads sales strategy and growth, driving revenue and expanding the reach of one of the largest ebike brands. An industry veteran, George lends his 20+ years of experience optimizing customer satisfaction and business performance with a data-driven approach to strategically shape Rad’s' partnership with retailers and further enhance the customer journey. With a background in scaling businesses, improving operations, and growing teams, George supports Rad Power Bikes’ evolution to ensure the company remains at the forefront of sustainable, accessible transportation. Before joining Rad, George held leadership roles at Conte’s Bike Shop, Specialized Bicycle Components and Evans Cycles (UK). At Conte’s, he oversaw operations for 20+ stores, managing $30 million in annual sales and helping the brand expand across the East Coast. At Specialized, George managed retail operations in seven countries, launching a consultancy program that boosted profits for independent retailers, he also created and hosted seminars on retail financial management and operations for cycling industry businesses. George is also an engaging speaker, delivering keynotes and leading breakout sessions at events like the Grassroots Outdoor Alliance, inspiring audiences across industries.