Just a few years ago, you could count the number of helmet distributors on one hand. That’s changed: With over 20 companies in the helmet business now, there’s certainly plenty of product to choose from, and many companies are offering incentives in their rental demo programs to encourage areas to sign on and offer helmets.
In the past, there has been reluctance on the part of ski areas to buy helmets for rental programs but now, with increased demand for helmets from skiers and snowboarders, there’s a new awareness and desire to get involved. “I’ve seen an attitude shift,” says John Jacobs, marketing director of Reliable Racing Supply (distributor of Jofa helmets), who said that, because of the Bono and Kennedy deaths, there’s been more demand from all skiers—not just the racing crowd and the discriminating skier.
Still, resorts have been slow to get on the rental bandwagon. Boeri, the market leader, has been offering an organized rental program for three seasons. “Everyone’s working to make the rental process a more pleasant experience and adding helmets into the mix can complicate things,” says Marc Hauser, president of MPH Associates, distributor of Boeri, who recommends starting small and testing a program out for the first season. A good rule of thumb is to order 25 percent of the ski package rental volume done on a weekend, he says, although he adds that a lot of areas tend to go with 10 percent initially.
Resorts don’t have to make a huge investment to get started, either. With competition heating up, prices and dating terms are so favorable that it won’t take long for a ski area to recoup its investment. “Most resorts will use and abuse them [helmets] all season long and then sell them at the end of the year,” says Bruce Seeley, director of marketing and sales for Briko.
Unlike the ski equipment rental scene, there are no special make-up or lower-end helmet products. Savings can be obtained by limiting color choices, but, says Hauser, “We can’t cut corners with helmets. They all have to perform the same and they have to perform outstandingly in the event of impact.”
Listed here are offerings from seasoned helmet manufacturers well-versed in the rental scene, as well as some noteworthy newcomers.
Boeri
Italy-based Boeri is celebrating its 10th season of U.S. distribution through MPH Associates. MPH President Marc Hauser was instrumental in spreading the word about helmets back when practically no one donned a lid except racers. Today, Boeri is the largest marketshare holder and the most established brand, with a history of developing rental programs.
Out of its extensive nine-model line, Boeri recommends three models for rental, although all are available. The Smart is Boeri’s junior model, which comes in three sizes, including the smallest size available in the market. The Myto Sport is a full-coverage model and is available in sizes for 5-year-olds to adults. The Myto Air is more high-performance, featuring closeable ventilation intake ports and restructured ear-pocket areas to improve hearing. All the models are available in a variety of color options, but the basic color models are better priced.
Boeri offers a number of promotional items, including the Boeri Rental Center banner, fit kits, a measurement poster and a variety of other posters, as well as consumer literature that can be displayed around the resort. Boeri also offers the option of color-coding for sizing and marks helmets as rental.
Prices for the Smart and the Myto Sport range from $45 to $47, while the Myto Air is $65. Orders of between 36 and 149 units earn a 10-percent discount; over 150 gets 15 percent. Shipping is between October 15 and December 15, with net 120-day dating, although Boeri takes orders all year. Information: 800-394-6741.
Briko
This Italian brand is well-known for racing goggles and helmets as well as flashy sunglasses. The Briko helmet rental program begins this winter with one model in both kids and adult sizes. The Basic features a three-layer system construction comprised of the outer polycarbonate layer, the middle polystyrene layer, and the inner polyurethane foam-padded lining. The lining also has tiny venting holes to help wick perspiration away. Briko offers a special make-up helmet, i.e. leaving it in plain black with a small Briko logo so the resort is free to identify itself. The prices are 20 percent off wholesale with March 1999 dating; a 50-order minimum (both kids and adults) is required. Various display options and promotional materials are available. Information: 800-462-7456.
Carrera
Although this is Austrian-headquartered Carrera’s first year of distribution in the U.S., the brand is well known in racing circles and has more gold, silver and bronze medals in its quiver than any other mark. Now the Sun Valley-based distributor is offering an aggressively-priced rental demo program with three models, all tested and certified to CEN (Central European Norm) and FIS standards. The one-pound Tornado, adult recreational helmet is available in three colors ($40.80); the Snowball, snowboard helmet is available in two colors ($44.99); and the Kimano children’s helmet is available in four colors ($36.72).
The helmets feature a removable lining that can be washed, as well as adjustable straps with metal buckles on the adult models and plastic buckles on the kids’. Other components include an ABS shell with EPS layer and a polyamide liner. There is no minimum order and dating terms are February 15. Point-of-purchase and display materials are available. Information: Carrera Sport, 800-526-0327.
Giro
Well known in biking circles, Giro makes its debut in ski and snowboard helmets this winter. And early on, they signed up 1998 Olympic champion Picabo Street to ski exclusively with Giro helmets.
Five models are available: The Ravine ($53 or $76.32 with Peak Graphics) features an easy-glide vent technology, an EPS lining, and an injected-molded polycarbonate shell. The Chute ($40) has an injected-molded polycarbonate shell. The Pitch ($36 or $50.88 with Peak Graphics) is a children’s model with Giro’s proprietary Super Fit sizing system; it comes with extra pads and a goggle retention strap. Also for children, the Bugaboo ($28) features a lightweight design and extra pads for fit adjustment. Finally, there’s the Bell Ventilator ($40), available in either full-cut or short-cut versions.
All models are available in any graphic. There is no minimum order and dating is March 1, 1999. Late payments will lose rental program pricing and revert to standard wholesale pricing. Point-of-purchase displays are free of charge; Giro banners are available for $7.50. Information: 800-969-4476.
Jofa
Distributed by Reliable Racing Supply, Jofa Ski and Snowboard helmets hail from Sweden and have been part of ski resort rental programs for eight years. Two helmets are available: the JR Performance helmet costs $30.60 and comes in metallic blue, red, green, and black; sizes XXS to ML. The adult Performance helmet costs $35.10 and comes in solid blue, white, yellow and black; sizes small to XL. There is a minimum opening order of $800 to qualify and terms are net February 10. Jofa also provides the following promotional items free of charge: a rental display banner, sizing poster, measuring tapes and sizing sticking. Information: Reliable Racing, 800-274-6815.
Leedom
Introduced in 1997, Leedom has quickly gained popularity because of its lightweight feel and functional features. It really is lightweight, too—models weigh about a pound.
Leedom offers features like teeth to hold goggles in place and a patented temperature-control system with strategically-placed, adjustable sliding vents to regulate airflow in the goggle. Two models are available in jet-black or smoke-gray color schemes: the Scream, which is a full-cut style, and the Limit, a high-cut model. The aerodynamic models feature absorbing ribs and crush zones and a custom-fit system. Each model is available in two price points termed high-performance or price-performance. The high-performance models have Coolmax insulation, high-density padding, a satin-treated EPS liner with air-channeled satin pads, integrated chin strap padding and a neck curtain. The price-performance models feature EPS liners with dense foam pads, textured chin-strap webbing and insulation. Prices are 12 percent off wholesale with March dating. Information: Leedom International, 718-440-0633.
Mosa Sports
Mosa Sports, distributors of Protec skate helmets, got into the winter sports business two seasons ago with its Ace brand. For rental, the Ace Snow helmet is available in five sizes (small to XL), designed to fit children from age six through adults. It features a removable liner with molded interior-fit pads. Ace Snow retails for $69.95 and comes in seven colors. The rental price is between 20 and 25 percent off wholesale. Payment terms are 90 days for prebooked orders (prior to Oct. 1) and 60 days for in-season orders. Information: 800-338-6068.
Team Wendy
Team Wendy is a new company that was started by two sisters, lifelong skiers whose third sister died in 1997 from head injuries incurred while skiing without a helmet. Halley and Heather Moore wanted to create a product that would encourage more people to wear helmets. As a result, Team Wendy developed a patent-pending fit adjustment system that tightens the helmet from the shell down that they say allows a fine-tuned fit for all head shapes and sizes. “We cover the whole range of head sizes [in just three models] that are standard for helmets,” says president Halley Moore, who adds that the unique fit system would allow rental operations to cut down on their inventory.
Team Wendy offers the Ripley helmet for adults in two sizes and the children’s Ripper in one size, all available in 12 color choices. The helmets conform to the U.S. Consumer Product Safety Helmet Commission Bike Standard and were built to the ASTM draft standard, which is pending approval. Prices are 10 percent off wholesale; terms are March 10, 1999. Team Wendy is also interested in organizing educational programs with ski patrol and ski schools. Banners, promotional material and giveaway stickers are available. Information: Team Wendy, 216-249-4488.
