FEATURE
fizik Kassis white
fizik Kudo black
helmet models are proving most popular with UK consumers?
The range is very focused, with only four models and a single price point in each one. The trends we’re seeing in sales are where we would expect the brand to be strongest based on other category sales. For instance, road and gravel are the strongest disciplines for fizik within the UK, but we’ve also seen strong growth in Triathlon/TT and mountain bike categories in the last 18 months. It’s also interesting to see the split across Kudo and
Kudo Aero helmet sales. Currently, Aero sales are 42.5%, so demand for aero helmets remains strong.
Are there any updates or additional training resources for retailers now that they have had some experience with the product range and may have more specific questions or needs? We have two Retail Specialists who are out on the road representing Selle Royal Group brands, including fizik, and are available for product training in store, dealer evenings, merchandising and demo events, and they love nothing more than going into detail on the product ranges. We have Dean Teifel covering the South and Stu Prentice covering the North. They’re equipped with a full product range and a huge depth of product knowledge and experience.
Do you have any advice for retailers to leverage the fizik helmet range alongside other fizik products (saddles, shoes, etc.) to create a more comprehensive offering and potentially increase sales?
Leveraging the brand awareness of customers who already love their fizik saddle and shoes is a great starting point. These riders have already experienced the brand’s focus on comfort and performance from their previous purchases. Also, design language translates
40 | June 2025
fizik Kudo Aero silver
fizik Kunee white
across categories, with colour accents and clean designs mirrored across the shoe and helmet ranges to ensure that combining the two is a great fit.
The helmet market is competitive. What’s one unique conversation starter or demonstration point that retailers can use to highlight the ‘fizik difference’ in helmets compared to other brands? The Crown Fit Adjustment system is unique in the market and is undoubtedly a distinctive element that brings added value to the consumer. Of course, the difference between fizik and other brands is a mix of multiple elements, which can be summed up by comfort, design and performance.
Are you looking for new retailers in the UK? And, if a retailer wants to, or is on the fence about stocking the fizik helmet range, what’s one key insight about the product (or support from Extra) that might change their mind? Yes, we’re keen to speak to anyone thinking about fizik helmets and considering stocking the range. The best way to proceed would be to speak to either your Extra UK Area Sales Manager or one of our Retail Specialists (Dean Teifel or Stu Prentice), alternatively, you can always email
enquiries@extrauk.co.uk. Extra UK has stock to support the range and POS available where required.
Looking ahead, what are fizik’s ambitions for its helmet range within the cycling market in the UK? Are there plans for future expansions, technologies, or collaborations that you’re able to talk about? It’s a little too early to tell you about the next steps; however, both the product and marketing teams are working hard in preparation for what’s coming. The helmet category is very important to fizik, and we’re all excited about the future and what’s to come.
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