Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
FEATURE<br />
Strandwitz: If you look at our<br />
customer base then 75% have<br />
U.S. origin. They distribute<br />
all over the world but we got<br />
a bit of a headstart with the<br />
Americans because there was<br />
an article published in ‘Popular<br />
Science’ in 2012, and also<br />
because of the whole concussion<br />
debate. The average<br />
consumer in the U.S. is much<br />
more aware of why rotational<br />
motion is dangerous. The average<br />
European consumer is<br />
not. We see some awareness<br />
in the UK but generally in Europe<br />
they are ten years behind<br />
in terms of consumer awareness.<br />
They have not had the<br />
American Football or hockey<br />
injuries and that’s why they<br />
are not that developed when it<br />
comes to thinking why this is<br />
an important subject.<br />
<strong>On</strong> working with diverse<br />
helmet companies…<br />
Strandwitz: <strong>On</strong>e of the key<br />
reasons for our success is<br />
that we have been able to<br />
retro-fit into helmets. In one<br />
way it means we don’t need to<br />
be part of the design process.<br />
However if we are then this<br />
is beneficial…but it’s not a<br />
‘must’.<br />
Halldin: Our spread means<br />
what we are doing in the test<br />
lab is the right thing. People<br />
have been trying to beat the<br />
MIPS system for quite a while<br />
and work out how they can<br />
get around the patents. In the<br />
end after a couple of years of<br />
research and trying to understand<br />
they realised it wasn’t<br />
possible, so they invested in<br />
the company and the people<br />
and become partners. That is<br />
testimony to the IP portfolio<br />
but also how the system really<br />
works.<br />
Strandwitz: We have the ambition<br />
to get into as many helmets<br />
as possible. If we look at<br />
our position in motorcycling it<br />
is a little bit different. In motocross<br />
we have about fifteen<br />
brands on board, the key<br />
ones, and we are penetrating<br />
their assortment quite heavily,<br />
which is great. When we look<br />
at the more traditional motorcycle<br />
helmets then we don’t<br />
have the same traction there<br />
yet. We are helped by the new<br />
FIM standards and so on, but
Change language