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After being knocked off his bike, Simon Sibia was inspired to improve road safety through his own brand of wearable LED cycling accessories, Vizirider
Can you give us a little background on Vizirider? Vizirider has been developed over the past three years using the latest LED wearable technology. Greater visibility on the roads can help cyclists avoid collisions and stay safe. The Vizirider LED Cycle Wear range combines eye-catching LED lights and highly reflective panels. This enables other road users to see cyclists sooner and react faster, taking evasive action, which can help to avoid collisions and injuries. I started to explore LED technology after having
been knocked off my bike a couple of times. On both occasions, the car drivers simply said that they ‘had looked, but not seen me’, despite my mounted bike lights being on. I decided that I needed to make myself much more visible and that’s where I got the idea to create a range of LED products to help cyclists be seen and recognised more easily. According to the Department of Transport data
from last year, cyclist fatalities increased through the pandemic. Additionally, the recent fuel price increases will lead to more cyclists on the roads. Cycling on UK roads is incredibly perilous due to a number of factors including the lack of a coherent cycling infrastructure policy and driver behaviour. Vizirider can help to encourage safer cycling while there is a lack of safe infrastructure and general lack of driver respect. The roads are to be shared.
What area of the market do you target? The primary market is commuter and leisure cyclists, both male and female. In general, the main market so far has been cyclists aged 30 and above. During the winter months there is a greater demand for
Vizirider founder Simon Sibia
visibility with the darker mornings and the earlier dark evenings. The UK’s variable weather means that during
overcast conditions and rainy days there are always plenty of occasions throughout the year where cyclists need to make themselves as visible as possible to other road users. Vizirider products have three light settings: constant light, fast flash and slow flash. These are a great way to be seen from a distance, especially at night.
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