“As a pioneer in helmet development and technology, LEM’s products come from a genuine passion for sport – evolving and adapting helmets to the needs of riders,” said Grim. “With more than 30 years of design and tech roots in Italy, LEM’s brand pillars are safety, style, performance, and comfort. With the new division focused on bicycling, we see great opportunity in applying this philosophy to the design and innovation of cycling helmets. Entering the bicycle market is an important step for LEM, and I am very excited about contributing to this effort.”
Grim will be based in Morgan Hill, California, which is also the base for Specialized and Kali Protectives.
The industry veteran has worked for Specialized, Giro, Bell, and other bike brands. He will oversee the brand's global expansion. The first products were launched at Eurobike earlier in the summer and North American dealers get a chance to see them at next week's Interbike.
“In a space-obsessed with tech and core-focused identity, our focus at LEM is to position our brand around culture and play," said Grim.