Helmet company says dangerising cycling is good for business

by Paul J   September 24, 2012  

A helmet company is pushing retailers to warn about the dangers of cycling as, guess what, it helps to sell helmets. Rudy Project communications director Amanda Grant published a piece in "Bicycle Dealer", a US trade mag. It includes some lovely advice to retailers on using anecdotal, emotional manipulation to sell helmets:

"Keep a helmet in shambles from a crash on display and include a testimony about the life it saved, or show a disturbing photograph or video"

Carlton Reid covers it on BikeBiz, and has a link to the article there: https://www.bikebiz.com/news/read/helmet-company-is-misrepresenting-dang...

7 user comments

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IMO: Cycling is inherently dangerous, BUT:

You are more likely to have a car crash, and in that instance, more likely to undergo fatal damage to your head.

Wearing a helmet while you're driving would seem to be safer than when cycling, but you just don't.


Just do [wear one].

It's totally wrong to latch on to this for marketing, absolute shocker from Rudy.

Sir Velo

Raleigh's picture

posted by Raleigh [1734 posts]
24th September 2012 - 13:34

1 Like

And that's Rudy Project scratched off my list of companies I'll buy from.

In theory, there is no difference between theory and practice, but in practice...

posted by notfastenough [3724 posts]
24th September 2012 - 13:43

1 Like

notfastenough wrote:
And that's Rudy Project scratched off my list of companies I'll buy from.

One can only hope after that crass marketing effort Ms Grant will be looking for a new job.

posted by SevenHills [177 posts]
24th September 2012 - 14:51

1 Like

Ms Grant is head of marketing for Rudy Project in the US though, where the laws, retail environment and attitude to risk are slightly different to over here. I wonder how many other helmet companies offer much the same advice to their US dealers except more discretely?

Tony Farrelly's picture

posted by Tony Farrelly [4201 posts]
24th September 2012 - 17:19

1 Like

I went into a shop some time ago (in Hereford) where there was a helmet which had obviously been vandalised as opposed to crashed; there was even a bike chain mark on it! Complete with an emotional message. If anyone was wearing this helmet when this damage was done it would be soaked in blood. Obviously a load of crap..to me; to others maybe not so obvious. Cycling can be dangerous but this sort of thing is silly. BUT I always wear a helmet and encourage others to do so.

posted by SideBurn [913 posts]
24th September 2012 - 17:42


"dangerising"? who came up with this word? ( I realise I'm missing the point of the article, but really.... dangerising?) Thinking

posted by fictional wilson [8 posts]
3rd November 2012 - 10:57

1 Like

file under: can (of worms) opener.

Selling IS manipulative. But as Mr Moss (the lawyer in the Bike Biz article) pointed out, there is a line beyond which the consumer is being lied to.

I don't think that Ms Grant is suggesting floor staff lie to the consumer. But her scare mongering advice and especially the shambolic-helmet-display idea doesn't sound too clever. Especially in America, where the "slip and fall" legal machine gets up to speed like a Tour breakaway.

Otherwise, it all looked like solid marketing tactics: refuting various consumer objections like "hot headedness" and "looks dorky" are basic skills of any self respecting retail worker.

posted by Viro Indovina [81 posts]
3rd November 2012 - 13:44