MIPS AB appointed Johan Thiel as CEO and Sven Sandahl as senior EVP of sales and marketing. The duo will focus on bringing the Swedish company's MIPS helmet technology to market with brands serving the Motorcycle, Equestrian, Snow/ski, Bicycle and American Football markets.


Thiel has been with the Swedish designer of head helmets for four years and has an in-depth understanding of all aspects of MIPS’ operations.

He joined the company with an entrepreneurial background in consulting, focusing on business development and sales & marketing in industries such as media, IT and sports/outdoor.

 

 

Sandhal brings a wealth of experience and a solid network in the outdoor and sports equipment industry. Most recently, he comes from a long career with Recco, the avalanche detection system which sells its safety systems to outdoor and sports equipment brands worldwide.

 
“We are very pleased that Johan has accepted the role as CEO of MIPS,” said Bengt Baron, chairman of MIPS. “He is very hard working and knowledgeable and has over the years assumed more and more responsibilities within MIPS. The board is also excited that it has been able to attract Sven to MIPS. There are many similarities between MIPS and Recco when it comes to the customer base and business model. Sven has a well-documented track record of growing sales and a very impressive network in relevant areas for MIPS. Niklas Steenberg, who will continue as an advisor to MIPS, has done an excellent job in establishing MIPS as a technology leader and making the MIPS-brand well recognized. We thank Niklas for his efforts as CEO of MIPS.”

Thiel said he aims to continue building awareness and attracting new  customers to MIPS.

 

“We have a unique opportunity to build MIPS into a significant company over the next years and the protection against rotational energy is high on the agenda for helmet manufacturers, associated organizations and regulatory bodies,” Thiel said. “The MIPS team and I are certain that we have a technology with a natural place in the helmets of tomorrow.”

Sandahl will focus on commercializing the potential of MIPS in order to grow volumes with existing and new partners.

 

“There is, without a doubt, a great need for improved helmet safety and the MIPS Brain Protection System is quickly establishing itself as the new standard in advanced helmet safety and it is uniquely positioned to become a supplier to virtually every helmet brand, regardless of segment,” Sandahl said. “It is our mission to work closely together with helmet brands in order to provide consumers with safer helmets.”

The MIPS Brain Protection system was developed by a Swedish neuroscientist to address angled impact and rotational forces to the brain. MIPS BPS utilizes a low friction layer to absorb much of the energy created by oblique blows to the head. By mimicking the brain’s own protective mechanisms, MIPS can significantly minimize brain injuries in connection with angled impacts and rotational violence. The Royal Institute of Technology (KTH) of Sweden has conducted tests concluding MIPS helmets can significantly minimize brain injuries-up to 50 percent in some studies. The company said its technology is globally patented and fully functional to be implemented into helmets across all helmet segments.