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Earlier in April, fizik announced the launch of their new helmet range, with options for every discipline.
We had a chat with Extra UK’s Hannah Wilson, who sheds light on fizik’s entrance into the helmet market, touching on the key selling points of their new range, including MIPS safety and retailer support.
Fizik is well-established in saddles and shoes. Talk us through the decision-making process behind entering the helmet market at this time?
If we consider the brand and the product ranges, from the very beginning, fizik products have been focused on the rider and the connection with the bike and the name fi’zi:k originates from the phonetic spelling of the word physique. Saddles, shoes and bartape are all well-established categories for fizik, and as the marketing campaign launching them states, helmets joining the range ‘just comes naturally’.
Fizik’s product development focuses on three key elements – design, performance and comfort. The helmet range is no exception. In keeping with the brand’s style, they had to look fantastic, focus on performance whilst also being comfortable.
It would be great to have a brief overview of the new range. What are the key selling points across the Kudo, Kudo Aero, Kunée, and Kassis models, and what makes them distinctly ‘fizik’?
The range shares some features across all models. Wind tunnel testing and head temperature management influenced the design and performance elements of the range. With Kudo Aero and Kunée, aerodynamic efficiency is key. The helmets were guided by advancements in computational fluid dynamics to streamline airflow and minimise wind resistance. Every curve and contour was thoroughly tested and considered during this process. Kudo and Kassis models, although not aero-focused, benefit from air flow channelling too.
Fizik, being focused on fit and rider comfort, has engineered a micro-adjustable retention system. Not only can the rider adjust the tilt and sizing using the dial on the rear of the helmet, but also, the Custom Crown Adjustment accommodates a variety of head shapes, from more oval to more rounded.
You also cannot discuss helmets without considering safety. Fizik worked with MIPS, choosing their Air Node System across the range, which dissipates the rotational forces experienced during impact whilst not adding bulk to the internal fit of the helmet.
Kudo, Kudo Aero and Kassis also feature a built-in light and reflector which connects simply and securely to the rear of the helmet for additional visibility.
One feature that stands out is the micro-adjustable internal retention system. Can you elaborate on the development of this system, its unique benefits for riders, and how it differentiates fizik helmets from existing options?
The uniqueness of the system comes from the Custom Crown Adjustment, which forms part of the Roll-Fit system which surrounds the entire head. If you look at the underside of the front of the helmet, you’ll find three positions indicated by a number and an arrow. Peel back the MIPS and you’ll see a red pin located in position 1 when the helmet is initially supplied. By changing the location of the pin, you can customise the fit of the helmet. Spare pins are included with the helmets as well.
What are the key insights and talking points retailers should highlight when presenting the fizik helmet range to customers? Are there any unique features, fitting tips, or in-store display suggestions you would recommend?
They should focus on fit and guiding the customer to get the perfect fit on the helmet for them – ensuring a great customer service experience. They can also demonstrate the rear light, which can be installed on the Kudo, Kudo Aero and Kassis or the different visor options included with Kunée.
We have POS inbound, which will then be distributed to helmet stockists. We also have two Brand Specialists looking after fizik, Dean Teifel and Stu Prentice, out on the road already providing in-store training on the helmets, supporting in-store events and helping stores with merchandising. If stores would like a visit from Dean or Stu, they simply need to contact their Area Sales Manager!
Find out more about the range on the Extra UK website.
