Lem Helmets, the inclusive cycling helmet brand, named industry veteran Michael Grim as general manager.
With more than 25 years of experience in product and business management, Grim will lead and oversee numerous facets of the Lem brand including: product design and development, logistics, business development and operations and integration of the brand globally.
“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.”
Over the past two decades, Grim has focused and been instrumental in producing and bringing cutting-edge cycling helmets and equipment to market–both domestic and globally. His skills and background in product development, R&D, engineering, manufacturing and business management for brands like Specialized, Giro, Bell and others, give Grim an acute understanding of the cycling market and, more specifically, the tools and experience needed to successfully launch and lead Lem both in the U.S. and internationally. Grim will focus on operations in North America, and oversee the integration of the brand globally.
Lem officially launched its 2018-19 safety and design-forward bike helmet collection globally at Eurobike in July. The flagship family of products includes seven distinct helmets and 50 colorways in the road, mountain bike, commuter and kids categories. The brand launched into the North American market direct-to-consumer and will begin taking orders in mid-October. Lem plans to open additional retail sales channels as it expands over the rest of 2018 and into 2019.
“In a space obsessed with tech and core-focused identity, our focus at Lem is to position our brand around culture and play–fitting into any lifestyle as a license to turn every ride into an adventure,” said Grim. “We are an inclusive brand hitting the nexus between core and enthusiast–with product for both ends of the spectrum. Lem is an extension of every rider’s ride, and we want to inspire people to live in the moment.”
