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"Introducing Velocare's New COO, Dion Reif: A Fresh Leadership Perspective from the E-Bike Industry"

Published May 7, 2024

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In celebration of our 10-year anniversary, we are excited to announce the appointment of Dion Reif as Chief Operating Officer of Velocare, the trusted name in extended bicycle warranty solutions. Dion comes to us with an impressive background in the E-Bike industry, bringing a unique perspective and track record of success to lead our company into the next phase of growth.

In his first act as COO, Dion is proud to share the return of foundational Velocare employee and 28-year industry veteran, Erik DeKold. Erik will assume the role of Operations Manager, with an immediate focus on helping streamline the transition of ownership, overseeing day to day operations, while also preparing Velocare to extend its services and offerings into the second half of 2024 and years beyond. Any dealers with questions are encouraged to reach out to Erik directly via email at

Anyone familiar with Velocare is already familiar with Erik, therefore, we would like to further introduce Dion and his background to help all understand the trajectory of Velocare's continued relevance nationwide. Dion has spent nearly a decade in the E-Bike industry, honing his expertise and refining his leadership skills. His recent role as the Chairman of the Board and Chief Operating Officer of Serial 1, powered by Harley Davidson, is a testament to his abilities. Not only did Dion help spearhead the acquisition of Serial 1, but he provided guidance for significant changes in the ever-evolving domestic market. This includes he and his partner moving production to the USA in 2024, reinforcing his reputation as a leader who can drive growth and innovation.

In addition to his role at Serial 1, Dion is Owner, Partner, and shareholder in Serial 1, LEV Manufacturing, and LIFE EV (Symbol - LFEV on the OTC) headquartered in Florida, as well as the founder of Sierra E-Bike, one of the largest E-Bike companies in California. His entrepreneurial journey with Sierra E-Bike has equipped him with deep insights into the frontlines of E-bike retail sales, the E-bike industry, and the US cycling market in general. His ability to take an idea and grow it into a successful business is an attribute that we are certain will bring value to the Velocare brand.

As Velocare continues to expand its footprint, Dion's extensive experience and accomplishments in the E-Bike industry will enhance Velocare's continued care to all types of bikes and will be instrumental in guiding our strategic direction. His understanding of the market dynamics, consumer needs, and technological advancements will help us improve and expand our consumer offerings and provide better, more robust services for you and your customers.

Under Dion's leadership, Velocare will continue to uphold its commitment to offering top-notch extended warranty solutions. His appointment as COO not only strengthens our executive team, but also aligns with our commitment to bringing diverse experiences and perspectives to the brand as well as the dealer and customer experience alike.

"I am excited to jump into this leadership role as owner of such a well-known brand in our industry. I think what Velocare has offered in the past was revolutionary and before its time for the E-bike industry and what we have in store for the future will not only help independent bike shop owners, but also benefit the end user, the consumer experience. The domestic E-bike market has been fractured for many years and needs to be united, and I am hoping to show my commitment to the industry with my significant investments in Velocare, Serial 1, Life EV, and LEV MFG." Stated Dion Reif, recently appointed COO of Velocare and CEO President of E-Bike Network.

As we embark on this new chapter, we warmly welcome Dion to the Velocare family. We look forward to his contributions and are excited about the future of Velocare under his leadership. We know that with Dion at the helm, we are well positioned to achieve our goals and continue to provide our customers with the exceptional service they have come to expect from Velocare. Stay tuned for new and exciting expanded coverages and offerings from Velocare!

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