FEATURE


THE FIZIK HELMET STORY: TAKING A DEEP DIVE INTO THE RANGE


Following four years of development, we go into more detail on fizik’s new helmet range to discuss the unique features and their market approach. Here we talk to Extra UK about the tech, design, and retailer support available.


Talk me through the decision to create the helmets in a little more detail? Why now, what’s different? As with any new category introduction, the timeline from idea to fruition has many stages. We touched on it briefly, but the brand from its inception and naming has been prepared to expand beyond its roots in saddles; formed in 1996 as the performance brand for Selle Royal Group (which itself dates back to 1956) and named after the phonetic spelling of the word physique (fi’zi:k). fizik have previous experience of such diversification,


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for instance, shoes were first introduced in 2013, and from the outset, the focus of the shoe range was performance, comfort and design. These same principles have been applied to the newly launched helmet category. From deciding to enter the helmet category to the recent launch was approximately four years in the making. Designing the helmets has been super interesting and new for many of the fizik team. It allowed them to be creative, working on the specific fizik design language, again combining performance, design and comfort. Other


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