Busby partners with Team Novo Nordisk to help increase safety of riders with diabetes

Busby has partnered with Team Novo Nordisk, the all-diabetes pro cycling team, becoming its safety technology partner.

The partnership will allow Busby to provide additional safety for the team’s international roster of riders and staff thanks to a range of functions including global automatic incident response. The team is also striving to raise awareness of the benefits of using the free app for those living with diabetes as an additional safety tool in case of emergency.

Busby automatically starts when you head out on your bike and monitors sensors within the user’s device to detect incidents such as a fall. The app then asks the user to confirm they are safe, activating a countdown timer before sharing the user’s exact location with selected emergency contacts in the event they are unresponsive.

The app was launched in November 2019 by Liverpool-born friends Barry Green, James Duffy and Kirk Ryan, after co-founder Green was involved in a serious cycling accident.

Duffy, co-founder and commercial director of Busby, said: “Team Novo Nordisk’s mission over and above riding bikes is hugely inspiring. It’s something we align with in our own way by giving people a tool to help them lead a safer active life. As a type 1 diabetic myself, seeing this partnership come to life is hugely rewarding as it’s an issue which is close to my heart.

“With road safety being a global issue, we hope that by working with this incredible group of athletes, we can inspire others around the world to take safety seriously by using Busby’s safety features; not only when cycling but every time you head outside.”

Additional safety features include the SOS Busby Flare, alerting other users in the area when a rider needs medical or mechanical support, as well as a new panic button, used to alert emergency contacts and other users should a rider feel unsafe.

“Busby is the best cycling app for road safety and we are excited to announce this collaboration and join them in the mission to help improve road safety through technology,” said Phil Southerland, CEO and co-founder of Team Novo Nordisk. “Road safety is a global issue and something we care about deeply. Thanks to Busby, our riders and staff are never alone and are always protected in case of an incident on the road, which gives us an invaluable peace of mind.”

Following partnerships with brands including Deliveroo, Bird and Tier, Team Novo Nordisk marks the second cycling team partnership after a collaboration with Team Qhubeka NextHash earlier this season.

Busby is available to download for free from the App Store and Google Play.

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