FAIRFAX, Calif. (BRAIN) — OSMO has introduced two new sports nutritional products specifically tailored for women: Strawberry Hydration and White Mocha Protein. The company said its products help female athletic bodies optimize hydration and recovery through proprietary formulations that address the impact of hormones on health, wellness and athletic performance

“As a woman athlete, physiologist and nutrition scientist, I knew it was time to develop products for women athletes, based on actual research about women,” said Sims. “We deserve nutrition made specifically for us.”

OSMO has added Strawberry to the OSMO Women’s Hydration line, which was developed to address the affect hormonal changes have on women athletes during the menstrual cycle. During the menstrual cycle a woman’s core temperature increases requiring more and different electrolytes than men, and her plasma volume drops requiring much more than just water for optimal hydration, according to the company. Just like the previously available Mango flavor, Strawberry comes in a 40-serving canister for $19.99 and in a 24 unit single-serve stick pack display for $31.99.

New to the OSMO Women’s Protein line is White Mocha. OSMO protein is formulated to help promote muscle synthesis, reduces the impact of hormones and optimize training for women.

The White Mocha flavor joins the previously available Honey & Spice-flavor Protein mix. White Mocha comes in a 12-unit single-serve sachet display for $35.99 and a 12-serving canister for $29.99.

More information: osmohydration.com.

SANDY, Utah (BRAIN) — Reynolds Cycling has hired recently retired Olympian Billy Demong as its marketing and sponsorship coordinator. Demong competed in the Nordic combined in five Olympic games, winning gold at the Vancouver games in 2010. 

"I'm excited to segue from my athletic career right into my role at Reynolds," said Demong, 35. "I see lots of parallels from my skiing career – building a team, setting goals and determination to reach them. Immediately when I walked into the Reynolds office, I could feel the team's passion as they create the next generation of wheel technology."

Demong previously worked on marketing and sponsorship for the USA Nordic combined and ski jumping teams. In his new position at Reynolds, Demong will report to Mike Dufner, Reynolds' CFO and director of sales and marketing.

"Billy was a natural fit for the job with his team-focused, driven and winning attitude and previous roles in marketing and sponsorship development," said Dufner. "With his combination of racing and business experience, he'll immediately raise our game and naturally gravitate toward being a leader on our team."

RENO, Nev. (BRAIN) — A Nevada-based company is suing Wahoo Fitness, Giant Bicycle and Foundation Fitness, alleging that the Wahoo KICKR stationary trainer infringes on its patent. The company, Powerbahn, is seeking at least $1 million in lost royalties and penalties from the three companies.

Inventor Scott Radow developed and patented technology to simulate real-world resistance in a stationary trainer by electronically controlling resistance applied to a flywheel. Radow licensed the patent (U.S. Patent 7066865) to Powerbahn, a company that he manages. Powerbahn, in turn, licensed the technology to Nautilus, Inc. from 2005 to 2008.

In a complaint filed this month with the U.S. District Court in Nevada, Powerbahn claimed that a Nautilus executive, Pat Warner, took the technology with him when he left the company in 2010.

Warner later joined Foundation Fitness, LLC., a company that develops and markets gym exercise equipment including exercise bikes (Foundation is also the parent company of the power meter brand Stages Cycling, where Warner is a senior vice president).

"Warner, a former Nautilus executive, took this knowledge of the rights claimed in the ‘865 patent—and knowledge of the ‘865 patent itself—with him to Foundation. Foundation then proceeded to copy the ‘865 patent and sold or licensed  the copy to Wahoo," the suit alleges.

Warner did not respond to an email and voice mail from BRAIN seeking comment on the suit.

Wahoo Fitness introduced the KICKR trainer at Eurobike in 2012. According to the suit, the device is manufactured and imported for Wahoo by Giant Bicycle.

Powerbahn said it is owed "at least a 5 percent royalty on sales of the Kickr to be trebled based on Foundation's willful conduct. POWERbahn believes that 5,500 Kickr units were sold in 2014 at $1,099 per unit (and that additional sales were made in 2012 and 2013)."

The 5 percent figure is the same as Powerbahn's initial licensing agreement with Nautilus. Five percent of the 2014 sales that the suit names would amount to about $330,000, tripled it would be close to $1 million.

Wahoo's Mike Stashak told BRAIN this week that Wahoo is "aware of the complaint and are taking steps to address it."

SQUAMISH, British Columbia (BRAIN) — OneUp Components' new narrow-wide chainrings fit SRAM's 94mm BCD cranks and Shimano's 96mm BCD cranks. The rings include 2mm aluminum spacers to align the drivetrain perfectly and allow users to re-use their chainring bolts when converting from a triple- or double-chainring to a single-ring setup.

The rings have slotted bolt holes to allow use on either bolt-circle configuration. They have a narrow-wide tooth profile for chain retention and are chamfered to shed mud.
They are made from 7075-T6 aluminum plate.

MSRP is $47. OneUp sells dealer direct in North America. More information: 

More information: oneupcomponents.com/pages/dealers.

BOULDER, Colo. (BRAIN) — The Outdoor Industry Association has hired Amy Roberts as its new executive director.

Roberts currently works for Canada's Mountain Equipment Co-op, where she is director of sustainability and a member of the executive leadership team. She also serves on the boards of The Conservation Alliance, the Canadian Parks and Wilderness Society and the Sustainable Apparel Coalition.

Frank Hugelmeyer resigned as president and CEO of OIA last fall. Since Hugelmeyer's departure in October, Steve Barker has served as interim executive director.

Roberts has previously worked for OIA. Prior to joining MEC, she served as the organization's vice president of government affairs, managing the outdoor industry's lobbying efforts focused on trade and recreation. During her time at OIA, she also facilitated the development of the outdoor industry's Eco Index to measure the environmental footprint of products.

"Amy's specialty retail and manufacturing background at MEC; deep knowledge of outdoor industry government affairs and corporate responsibility issues; and her overall authentic, collaborative approach to business make her the ideal person for this role," said Jen Mull, OIA's board chair and CEO of Backwoods. "We are so excited about the good work that OIA will continue to accomplish on behalf of the outdoor industry with Amy leading the team."

Roberts said, "I feel very lucky to work in an industry that provides true benefit to the world by producing and selling amazing outdoor products and experiences that support healthy families and create active communities," said Amy Roberts, incoming OIA executive director. "OIA's role as a trade association is to be a place of collaboration, where we bring together all the industry voices to amplify our impact beyond each individual company's independent voice. I look forward to working with all our members to collectively achieve success and help the industry to grow."

Roberts will start her new position in late July before the Outdoor Retailer summer show. Barker will stay on for a few months during the transition.

OIA will also adjust its board structure, reducing the size of its board from 25 members to 15. The OIA said it will reach its new size through a mixture of term limits, members stepping down and new additions as a result of the current election. OIA will kick off board elections later this month.

RENO, Nev. (BRAIN) — SwiftCarbon, a China-based bike brand founded by former South African pro cyclist Mark Blewett, will soon begin distribution in the U.S. for the first time via Swift USA, LLC, based in Reno, Nevada.

Swift USA has hired Backbone Media to manage its public relations and strategic communications.

SwiftCarbon had previously announced plans to enter the U.S. market in 2013 via an office in Georgia. 

Blewett founded SwiftCarbon in 2008. The company is based in Xiamen, China. It offers 17 bike models including road, time trial, triathlon and mountain bikes. The brand sponsors the Australia-based Drapac Pro Cycling team, a UCI-registered Pro Continental squad.

"The highest quality materials and craftmanship, and an unbeatable ride feel — these are qualities that set SwiftCarbon frames apart from the field," said Robb Wolf, Swift USA's national sales and marketing manager. "We are thrilled to bring the brand to the U.S. with Backbone as a partner to help us engage with a growing audience of American cyclists."

Backbone Media PR director Ian Anderson said, "SwiftCarbon has built a strong reputation internationally for building beautiful bikes with the best performance-to-value ratio available ... SwiftCarbon has tremendous opportunity for growth and success; we're excited to introduce the brand to the American market."

DERBY, Vt. (BRAIN) — Louis Garneau's Signature 84 shoes are part of the company's recently introduced 2016 model year line.

The Signature 84 features modern technology disguised by a classic look, traditional leather, and lace closure.  It has a carbon composite outsole with patented multi-vent system.  It has a thermo-bonded upper and includes interchangeable insoles for different weather conditions.

MSRP is $199.99.

Louis Garneau's 2016 shoe collection includes 16 new styles and new colors including Bright Yellow, Pink Glow, and Sapphire. There is a continuation of Boa Technology, as well as an addition of four styles featuring traditional laces. In addition, multiple styles feature a thermo-bonded seamlessly constructed upper that eliminates pressure points and reduces the shoes' overall weight. Two new styles are equipped with a new customizable foot arch support system.

More information: louisgarneau.com.

PORTLAND, Ore. (BRAIN) — Yakima has completed a major overhaul of its roof rack products for the 2016 model year, and also revamped its dealer introduction strategy.

Yakima more than cut in half the number of product SKUs that the company and its dealers need to stock in order to attach its towers to most vehicles on the market. It also reduced SKUs in its roofbox line and is rolling out new, more colorful and more informative packaging, new retail merchandising fixtures and a new website.

To introduce the changes the company brought in retailers, international distributors and trade media for presentations last month at a leased 16,000-square-foot industrial building in Portland, a few miles from its global headquarters in Beaverton, Ore.

The building, recently vacated by a steel stamping company, is slated for renovation. In the meantime, it served as a stylishly derelict presentation space, complete with a two-story-tall steel press that Yakima lit with colored stage lights. The space had room for a giant projection screen as well as meeting tables, product display areas and five cars set up with the newest rack systems.

In light of the significant product revamps this year, Yakima executives said the thorough presentations in Portland made more sense than the brief fly-by appointments common at a trade show. The brand is skipping the Outdoor Retailer Summer Market this year, and is overhauling its Interbike exhibit for a different kind of presentation. 

Less is more

Yakima spent about two years going over its roof-mount products with an eye toward increasing flexibility and reducing the number of towers and "Q-clips" necessary.

Yakima also introduced a new aero-shaped steel crossbar, bringing the advantages of an aero shape to a lower price point than aluminum aero crossbars; the steel bars are also stronger than the aluminum aero bars. Yakima will have four crossbar options for 2016: the new aero-shaped steel crossbars, its long-standing vinyl-coated round steel bar, and two aluminum aero bars — one anodized and one powder coated.

The company now offers four tower models, to fit cars with naked roofs, factory racks, raised siderails or flush rails. All four towers can be used with any of the company's four crossbar options with adapters. The towers are also future-proof in that they can fit any new shapes that come along. Among other adjustments, the new towers allow installers to adjust the crossbar pitch so the bars are horizontal regardless of vehicle roof curves. The towers also allow more length adjustment for the clips, so that the same clip can fit more cars.

Yakima is reducing its clip SKUs from 132 to about 60, said Joel Grabenstein, Yakima's category director.

"Think about the wall at a REI or at a bike dealer that is full of clips. Now think about it cut in half," Grabenstein said. "It's a huge story for us not only from a production standpoint but from a retailer-inventory standpoint and in terms of reducing complexity in the category."

Yakima also simplified its roof box line. Its new premium Showcase line has just two sizes (15 and 21 cubic feet) and two color options for four total SKUs. Grabenstein said consumers were overwhelmed by the number of sizes previously offered. Dealers will appreciate not having to stock and inventory so many of the large items, as well.

Yakima's midlevel Skybox line continues with five size options, while the entry-level Rocketbox line has three.

Yakima also introduced two new strap-rack-style bike racks and updated features on its hitch racks. Watch for more on Yakima's introduction in the Aug. 1 issue of Bicycle Retailer & Industry News.

DENVER (BRAIN) — Gates Corp. is expanding its business in the stationary bike market, gaining spec for its Carbon Drive belts on models from such brands as Stages Indoor Cycling, Schwinn Fitness and FreeMotion Fitness.

"Gates sees a great opportunity to grow sales in the stationary bike market thanks to the spin class phenomenon, and as health clubs and fitness centers upgrade their studio fleets with new lower-maintenance models," said Todd Sellden, director of Gates Carbon Drive Systems.

Stages Indoor Cycling recently launched two new models with Gates Carbon Drive belts. The SC2 and SC3 debuted in March at the International Health, Racquet and Sportsclub Association trade show, and Stages says the SC2 and SC3 provide "the smoothest, most realistic ride available indoors, with unparalleled reliability and lack of maintenance."
FreeMotion Fitness also uses the Gates belt on its Le Tour de France stationary bike, and Schwinn Fitness offers two indoor bikes with Gates belts: the A.C. Performance Plus and the A.C. Sport.

Gates says Carbon Drive requires virtually no maintenance when equipped on stationary studio bikes, which traditionally require frequent upkeep due to their high level of use.

"Bike maintenance is a time and money vulture," said Karen Casler, owner of CB CycleBarn in San Clemente, Calif., which uses Stages bikes. "Chains require monthly lube, routine annual maintenance and constant adjustment. Using Stages bikes with Gates Carbon Drive means lower monthly costs and allows me to focus on running my business instead of fixing bikes."

More information: gatescarbondrive.com.

VANCOUVER, British Columbia (BRAIN) — After taking a year off from his job as a schoolteacher and moving to Italy with his wife, Cam McRae returned to Canada speaking another foreign language and thinking about a career change.
 
His idea included writing and bikes, and ultimately spawned North Shore Mountain Biking, or NSMB.com, which McRae and two partners brought online 15 years ago this week.



McRae's original vision was for a print magazine centered around Vancouver's North Shore riding scene. It was the year 2000 and the freeride movement was just starting to pick up steam on the Shore trails.

"The bike media wasn't paying attention and I thought there was space for something," said McRae, NSMB.com founder and editor-in-chief. "There was stuff going on here that the Lycra set wasn't paying attention to."
 


McRae's goal was to provide a resource for mountain bikers looking for product and trail info, and also to be a voice for the sport. One of McRae's partners, Michael Palesthorpe, was a snowboarder, and they originally conceived the site as primarily a snow-focused forum, and McRae thought they would use as a template for a separate mountain biking site he wanted to build.
 
But the bike content saw traffic right away with no outside promotion, so they ran with it.

Around the same time, Pinkbike.com was launching in Calgary, and McRae said there was talk of a partnership between the two sites.

"I said no," he said. "We wanted to chart our own destiny."
 


McRae said that a focus on providing quality content has given NSMB.com an edge over the years.



"We didn't have the ability to code a video player like Pinkbike did. They also anticipated social media and were ahead of the curve that way," he said. "So they could rely on user-generated content in the beginning. But we've always had this fantastic competitor to keep us pushing and to set ourselves apart with good quality content."



NSMB.com's heritage is tied to the North Shore, but its wide variety of content has attracted an audience from more than 180 countries. McRae said there is a common misconception that NSMB.com is a local publication, when in reality only about 30 percent of its readers are Canadian. 
 


The site has attracted an audience that holds NSMB.com to a certain standard, pushing McRae and about 20 contributors to focus on quality over quantity — something that's not so easy in digital publishing. Their goal is to publish one original piece every day, Monday through Friday, including its "Ask Uncle Dave" column on Tuesdays and an opinion piece on Wednesdays.

"It's all about the low-hanging fruit with online media, because you have a direct response when you post," McRae said. "I think if you reject that as much as possible, it takes longer to attract the audience you want.



"But if you look at our comments, our readers aren't easily fooled and I appreciate that. They call us out and I think it's fantastic that we have an audience that calls us to put our best work out there," he added.



While NSMB.com team strives to publish timeless content, it's product reviews and videos that ensure the site's survival.

Video editor Matt Dennison has created viral sensations like "How to Be a Mountain Biker," which garnered more than 1 million views, and a series called "Hey Neighbour" that highlights characters in the North Shore mountain bike scene you've probably never heard of but who are worthy of recognition. The series, which started last year, is sponsored by Santa Cruz, the first NSMB.com advertiser. 



McRae kept his day job as a substitute teacher for several years until NSMB.com gained traction. Publisher, editor and partner Pete Roggeman, who has been involved since the early days, joined the staff full time two years ago after a stint working with Ritchey and Syncros in Switzerland.

Roggeman schemed up the AIRprentice program, which NSMB.com uses to recruit up-and-coming riders for the site-sponsored team. "It's been so great to have my partner Pete back on the Shore," McRae said. "The bastard thought up AIRprentice, and then left for five years, leaving me to execute it!



"But having him back here has really boosted the business end, and we've made big gains the past few years," he added.



NSMB.com's office is McRae's living room, where core staff meets every three weeks for editorial meetings and, of course, to ride North Shore trails right from his front door.

McRae, with a degree in English literature, has always been interested in writing, said that sometimes he can't believe what NSMB.com has become over the past 15 years.



"The thought of writing as career was an aspiration without a lot of promise," he said. "So it's become this sort of 'pinch me' kind of situation, thanks to a lot of people who have been so generous with their time. It's been a community effort and a labor of love, and that's the way want to keep it."

Look for more coverage of Vancouver and the North Shore in the July 15 issue of Bicycle Retailer & Industry News.

SURSEE, Switzerland (BRAIN) — As part of its distribution overhaul in North America, Swiss mountain bike protection and apparel brand iXS has named Live to Play Sports as its exclusive Canadian distributor effective Aug. 1. U.S. distribution continues via The Gravity Cartel, a partnership iXS formed with Taiwan component brand Spank Industries in 2013.

iXS entered the Canadian market in 2012 through distributor NRG Enterprises, based in Nelson, British Columbia. In a release, iXS thanked NRG for introducing the brand to Canadian IBDs and noted that the distributor was key to generating "some great momentum."

Pascal, iXS brand manager, said, "We are so happy to come to an agreement with Live to Play Sports to successfully grow further in the Canadian marketplace. With LTP Sports north of the border and The Gravity Cartel in the USA, iXS has the right combination of dealer support and product availability in the North American market. This will now boost the brand to be an even stronger player within those territories as more riders look to us for innovative protective gear and technical riding apparel."

"The Live to Play Sports team is proud to be partnering with the iXS brand," said Martin Tammik, vice president of the aftermarket division at LTP Sports. "Their development with top athletes in the sport combined with a dedication to innovating the very best riding gear for men, women and young riders makes the brand a perfect fit for our distribution. We look forward to making iXS available to leading cycling retailers across Canada."

Current iXS dealers — and prospective retailers — can contact their local LTP Sports representative for information and to learn about the upcoming 2016 lineup, iXS stated.

WASHINGTON (BRAIN) — Andy Clarke is stepping down as president of the League of American Bicyclists, after a dozen years in the position.

"It’s been 12 years," said Clarke. "The organization has come a long way,  and I had been thinking for a little while that this would be an opportune moment to think about my next step. The League's got great programs in place, an awesome staff and a new generation of people coming through the ranks," he told BRAIN on Wednesday.

Clarke said he would take some time off to ride his bike and think about what he wants to do next. 

"I can't imagine being very far away from (the bike world)," he said. "These are amazing people to work with, whether in the industry or the advocacy or campaign side, it's an amazing group of people."

Clark has worked on bicycle transportation and advocacy issues in the U.S. since he immigrated from the U.K. to become the League's director of government relations in 1988. After serving in that position two years, he then led the Bicycle Federation of America and then ran the Rails to Trails Conservancy. He also worked on a contract for the Federal Highway Administration for several years. He rejoined LAB in 2003, first as director of state and local advocacy and then as president.

The League said its board is working with a staff transition team to establish a succession plan and will make an announcement with more details shortly.

Watch for more on this story in the August 15 issue of Bicycle Retailer and Industry News.

SAN FRANCISCO (BRAIN) — TSG Consumer Partners LLC, a strategic equity investor, has acquired the online outdoor sports retailer Backcountry.com, including its CompetiveCyclist.com division, from Liberty Interactive Corporation. The company said that Backcountry founder Jim Holland will continue to own a stake in the company, but otherwise the terms were not disclosed.

Holland founded Backcountry in Park City, Utah, in 1996. Its portfolio of websites includes CompetitiveCyclist, MotoSport, Bergfreunde, Steep&Cheap and Whiskey Militia. Liberty Media took a controlling stake in Backcountry in 2007. Backcountry bought Competitive Cyclist in 2011. 

Jamie O'Hara, the president of TSG, said, "Backcountry is the online destination for outdoor enthusiasts, and the core consumer is highly loyal to the site and the brand. TSG is excited to partner with a company with such a strong brand heritage and authenticity."

Jill Layfield, the president and CEO of Backcountry, said, "We are thankful for the support that Liberty has given us during their ownership to allow us to grow and expand Backcountry. We look forward to this next chapter with TSG, a proven brand-builder with over 25 years of experience in the consumer industry. We believe TSG represents the ideal partner for Backcountry, and we will work with them to continue to improve our offerings and merchandising, optimize our technology platform, and enhance our distribution efforts. By combining TSG's expertise with Backcountry's leadership position in the outdoor market, the company will be well-positioned to build on our current platform and drive significant growth."

Prior to the purchase, Backcountry was a division of the Liberty Ventures tracking stock group of Liberty (NASDAQ: LVNTA). 

TSG Consumer Partners LLC has approximately $3 billion in equity capital under management, focused exclusively on the branded consumer sector. Past and present partner companies include vitaminwater, Smart Balance, popchips, Muscle Milk, Yard House, REVOLVE Clothing, Smashbox Cosmetics, Pureology, e.l.f. cosmetics and Paige Denim.

LAGUNA HILLS, Calif. (BRAIN) — Bicycle Retailer and Industry News is looking for retailers to participate in our 2015-2016 State of Retail panel.

Retailers selected for the panel will weigh in on business-related topics affecting the industry. Responses are printed in each issue of the magazine.

The State of Retail panel is made up of 10 retailers in North America. Shops are selected to represent a diverse cross section of bike retail, geographically and with regard to the customer base they serve. 

The panel is a one-year commitment and requires retailers to provide timely responses for 18 issues.

To apply, please send an email no later than Friday, July 24, outlining why you would be a good fit for the panel to features editor Val Vanderpool at vvanderpool@bicycleretailer.com.

MINNEAPOLIS (BRAIN) — Greenstar Bikes' Ecoforce 1 is a stylish singlespeed bamboo bicycle priced for everyone.

The frame weighs less than 4 pounds (full bike weight is about 20 pounds) thanks to the bamboo tube sections and Greenstar's recycled 6061 aluminum lugs. The reversible rear hub easily converts to fixie duty.

Parts include a steel fork, alloy double-wall rims, 16T freewheel and 16T fixed wheel, 170-millimeter alloy cranks with a 46T chainring, a KMC chain and 700c x 23mm tires.

The Ecoforce 1 comes in three colors and four sizes.

Dealers interested in carrying Greenstar can visit the contact page on the company's website.

Suggested retail: $499.

BOULDER, Colo. (BRAIN) — CatEye America has hired the Peter Kidd Agency to represent the electronics and accessory brand in New England, quadrupling it's rep coverage in the region.

CatEye is the latest addition to the Peter Kidd Agency portfolio, which currently includes the Scott Sports bike division and Highway Two.

CatEye America's national sales manager Bob Daniels said, "We're excited to welcome the Peter Kidd Agency to our team. This transition will grow our sales representation in the territory by fourfold and allow us to better service our New England retailers."

BEAVERTON, Ore. (BRAIN) — Yakima Products plans to move from its current leased space here to a new, much larger building it is buying in nearby Lake Oswego.

The company is currently based near Nike's headquarters campus in Beaverton in 37,000-square-foot building. The new building is 89,000 square feet; Yakima plans to occupy 65,000 square feet of it and potentially lease the remaining space. The company is working with the city of Lake Oswego, which owns the building, to buy it and its 13-acre lot for $20.1 million. The purchase is expected to close early next month.

The company said it has expanded its U.S. employee count by 21 percent in the past year and is planning for continued growth, said Ryan Martin, Yakima's CEO.

"We are thrilled to be making the West End Building Yakima's new home," said Martin. "It is the perfect location for our growing business, and we are excited to have a headquarters that we fully own and can customize to our unique needs."

Martin said the move will provide Yakima with a campus-like setting, with room for expansion. 

"With woods in our backyard and a beautiful lake just a mile away, this new location really supports and embodies our love of playing in the outdoors," Martin added. 

Yakima plans to finalize the move by Dec. 1.

MORGAN HILL, Calif. (BRAIN) — Kali Protectives has hired Scott Christenson as California territory manager, filling the position left open by Steve Hays, after his transition to a product and procurement role this spring. 

Christenson's career in the industry began at Specialized Bicycles, where he worked as an inside sales manager, Northern California territory manager and, most recently, strategic accounts manager.

"Scott is a great addition to our team," said Bryan Mason, Kali's sales and marketing manager. "He has a high level of experience and professionalism, a stellar work ethic and will really help the California territory continue to be one of the strongest at Kali Protectives."

Christenson will manage all facets of sales in California for Kali while working with outside representatives Patrick Sasaki, Terry Youmans, Sean Kneale and Jon Sacks, who will continue to service the California territory.

SCOTTS VALLEY, Calif. (BRAIN) — Bell Helmets has launched its first road helmet to make use of the MIPS protection system. The updated Gage model is the fifth Bell-branded helmet with MIPS introduced since the company invested in the MIPS company last year, and it will debut at the Tour de France with the LottoNL-Jumbo team. 

The Gage model was introduced in 2012. Its other features include channeled ventilation, a two-way adjustable Twin Axis Gear (TAG) fit system, moisture-wicking X-Static padding, and superlight, yet precise, buckles and Cam-Locks. It has 26 vents and weighs a 240 grams.

"The input from our athletes is invaluable to the design features we build into our helmets. Our conversations with Team LottoNL-Jumbo made it very clear that protection-related technologies ultimately have a direct impact on performance," said Azul Couzens, Bell's global category manager. "The combination of performance and protection is at the heart of everything Bell designs, and therefore, the addition of MIPS technology to the Gage was a clear choice for us."

The patented MIPS Brain Protection System was developed through a collaboration between Swedish engineers and a Swedish neuroscientist to address angled impacts and rotational forces to the brain. Concussions and brain injuries are often caused by rotational forces to the brain during an impact to the head. MIPS uses a low-friction layer on the inside of the helmet to absorb some of the energy created by angled blows to the head. 

Since Bell invested in MIPS, the company has continued and expanded its licensing program and several other brands have added the feature.

The Gage with MIPS will be available in three sizes and is CPSC and CE EN1078 certified. It will be available in three colors: Black/Red Cadence, Tahoe Blue, and Matte Black Ombre. MSRP is $195 and it will be available at Bell dealers on August 1, 2015.

More information at bellhelmets.com.