Juiced Bikes Leadership Team

Tora Harris: Founder, CEO

Tora is the Founder, CEO, and Head of Design and Engineering at Juiced Bikes. He provides the vision and leads all product development, from concept to assembly line implementation. Tora’s model is product-first; identify a high value use case and create the optimal vehicle for it. A professional athlete before founding Juiced, Tora won Ivy League, NCAA, and USA high jump championships, ultimately representing the USA at the 2004 Olympics. The passion & dedication that helped him reach an elite level of athletics has been adapted into the culture at Juiced Bikes.

Tora graduated from Princeton with a BSE in Mechanical & Aerospace Engineering. He is a fluent Mandarin speaker, splitting time between the USA and China.



Aindrais is the Co-Founder, COO, and Executive VP. He creates practical paths to achieve Tora’s vision at Juiced, exploiting creativity to minimize demand on resources. Aindrais is responsible for ensuring that operations remain profitable and scalable, and that Juiced maintains the industry’s most effective leadership team.

Aindrais was Tora’s teammate on the Princeton track team and graduated with a BSE in Computer Science. His disciplined approach to quantitative research along with his focus on operational efficiency powered a successful career in statistical arbitrage. Aindrais was a founding investor in Juiced and joined as a full-time employee in 2014.



Brandon graduated from Lehigh with a dual major in Finance & Accounting. Early roles working with complex derivatives solidified into a passion for solving financial puzzles; creating the structures that bring impossible goals to reality.

Brandon empowers every person at Juiced to maximize the value they contribute. As CFO, he creates the financial structures that optimally power our growth, project by project. Brandon brings a legendary intensity to work every day, inspiring a level of morale that’s unmatched in the industry. He sets the pace at Juiced by finding ways to work tomorrow’s plans into today’s schedule.



Kerri leads the marketing and branding efforts at Juiced. Her arrival in 2019 was a turning point for the brand, leading to dramatic gains in advertising optimizations, high-profile media coverage, and market share acquisition. Kerri is a masterful strategist, equally adept at generating valuable insights from complex data as she is at leveraging 20+ years of experience with every conceivable media platform. As the most tenured department head, Kerri built the model to architect scalable department growth. In earlier roles, with Upper Deck and Lamkin Golf, Kerri directed innovative marketing and e-commerce strategies, including digital-first media transformations and exclusive licensing partnerships, to deliver record-setting profit and revenue growth.



Tracy brings a combination of Customer Support and Emerging Tech experience to Juiced. She has built a comprehensive Customer Support infrastructure, optimized for remote sales and support, that employs talented experts along with AI to efficiently and effectively support Juiced’s products. The result is a competitive advantage that even the most capable of competitors can’t replicate.



Ryan joined Juiced in early 2022 as VP of Operations. He constantly works to improve Juiced’s operations: adds efficiency, reduces risk, and increases capabilities. Ryan’s manufacturing diversification project has achieved a tariff-independent source of bikes with significant improvement on cost and reliability. Among noteworthy achievements, Ryan built the Large Parcel middle mile network at Wayfair and drove Average Order to Delivery from 25 days to 4 days.



Lee is the newest member of the Executive Team, and is tasked with rapidly building out a multi-channel sales ecosystem to complement Juiced’s existing single-channel e-commerce platform while expanding our reach to new users. He most recently served as Senior VP of Global Sales at Therabody, where he transformed their single-channel e-commerce platform into a multi-channel sales ecosystem, growing the brand in to the market share leader in the health & wellness space.