MIPS, Sweden’s global leader in helmet safety technology unveiled its latest bid to make helmet safety more transparent and easily understandable for everyone.

Mips has rebuilt its website to be a consumer-first experience, focused on making helmet safety education accessible to all.

For over 20 years, the Mips’ brand voice has prioritised the rigorous scientific and technical innovation within the Mips system, but with a renewed focus on educating consumers, the emphasis is all about making it easier for people to understand helmet safety.

The website also provides useful resources for consumers looking to find the right helmet. There is a search engine for locating helmets equipped with the Mips system across 121 brands and 16 categories, as well as a handy checklist to consider when purchasing a helmet.

“As of late last year, more than 20 million helmets equipped with the Mips system have been sold since Mips’ started as a company in 2001,” says Max Strandwitz, CEO of Mips. “This never ceases to amaze us and we could not be more happy with our success. But in terms of consumer education on helmets and head safety, there’s still a long road ahead for our industry. Many consumers are not equipped to make the best decision when purchasing a helmet. This new website may seem small, but to us, it’s a critical step on our mission to improve helmet safety around the world.”

Mips also recently simplfied its product classification and launched their athlete-ambassador team, Team Mips, featuring some of the world’s most well-respected athletes. Visit mipsprotection.com.