FEATURE


Dain Zaffke Leatt is the Place to Be By Molly Hurford


A casual comment in an online forum sums up why Leatt is on the rise while other companies are struggling. In May, Leatt posted an interesting press release: At a time when the bike industry as a whole seems to be struggling, with sales numbers seemingly down across the board, Leatt’s Q1 revenue was shockingly up a whopping 27 per cent. The South African brand is focused on protective gear for MTB and moto, with helmets, neck braces, body armour, clothing, sunglasses and more—and we wanted to understand how they were navigating the industry’s ups and downs and coming out on top. Leatt’s Global Brand Communications Lead, Dain Zaffke, has a few ideas, and they’re applicable to any cycling brand looking to improve its profitability today.


20 | August 2026


Of course, while there are some general secrets to a company like Leatt’s success, it has to be noted that part of their recent profitability is based on trends within the industry. As e-mountain bikes become more popular, and e-bikes in general have opened up cycling to new audiences, a lot of new riders are finding that they have more need for protection beyond a cheap helmet. E-MTBs in particular are key because they turn any trail network into a potential enduro course: Riders can now session downhill segments faster and with higher frequency, and with some electric boost, they can go uphill wearing more protective gear without worrying about overheating. But every brand can take advantage of some of the big picture ways that Leatt is thriving in 2026:


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