Sena, a bluetooth innovation company for the motorsports, action sports and outdoor activities market, has brought on cycling industry veteran Chris Clarke to lead the company’s new cycling division. Clarke and the Sena team will be at Sea Otter Festival this weekend to debut the final design of the first ever Bluetooth integrated cycling helmet.

“Chris brings his years of experience in leading sales teams in consumer product sales and distribution from Oakley, Ping and Vectrix along with other major cycling brands to our team,” said Rick Grassadonia, vice president of sales for Sena. “With Chris’s extensive knowledge of distribution strategy and creating global partnerships and our technologies we are excited about entering this new market.”

The X1 cycling helmet is equipped with a fully integrated Bluetooth communication system, allowing cyclists to stay in touch with up to three other riding companions via built-in intercom. Bluetooth 4.1 allows for riders to pair their smartphone to listen to data and cues from fitness apps, GPS directions, music and phone calls. With open-ear audio, the X1 allows for a safer and more ambient way for riders to communicate while on the road.

“The new X1 helmet let me enjoy my music and communicate with the guys on the ride without earbuds and worrying about not hearing the traffic around me,” Clarke said. “It’s a simple way to ride connected to everything, safely.”