Issue link: https://read.dmtmag.com/i/208245
FOCUS Powersports Business • November 4, 2013• 15 PSB www.PowersportsBusiness.com This issue: Helmet & Apparel Next issue: E-Commerce/DMS Heading into the future Bell leaps forward by offering personalized helmets to consumers BY LIZ KEENER MANAGING EDITOR It's no secret that racers are always privy to the latest technology before average consumers can get their hands on it, but another piece of that race-ready intelligence is being developed for the commercial space. Bell Helmets has begun making its customized helmets available to consumers, and 25 trailblazers have already brought home their personalized lids. The 59-year-old helmet company hosted a custom helmet event at the FIM Superbike World Championship at Laguna Seca in September, inviting 25 customers P15x23-PSB14-Focus.indd 15 to a VIP experience, provided they purchased a custom Bell Star Carbon. Getting to the point of offering custom helmets to consumers was a big step for Bell, as the company has spent years refining the customization technology to bring a racer-like helmet experience to the average rider. And there's still more work to be done to deliver this technology to the masses. LAUNCHING CUSTOM HELMETS About four years ago, Bell decided it wanted to give its athletes an edge by creating custom helmets shaped specifically to the unique characteristics of each rider's head. The brand turned to the R&D center of its parent company, Easton-Bell Sports. With experience in bicycle, football, baseball, softball, hockey, lacrosse and See Bell, Page 18 10/30/13 12:20 PM