ABOUT AFX EUROPE

While AFX may be new to Europe, we're certainly not new to the motorcycle helmet industry.

HOW IT STARTED

Following the inception of AFX in 1996, our competitors arrogantly assured us that we would never succeed. They said consumers didn't want an affordable, quality helmet; they wanted the cheapest things they could find to meet their local legal requirements, or they wanted something high end. They claimed there was no demand for something existing between these two extremes. While this certainly wasn't the only illogical attitude common to the motorcycle helmet industry at the time, it was abundantly clear to us that they didn't want to produce these mid-range helmets, so we did.

10 years later, with over a million helmets sold and numerous imitators now following our lead, we believe we've adequately proven the skeptics wrong. However, let's not get ahead of ourselves.

HOW WE GOT HERE

When we built our first helmet over 10 years ago, we knew we had a lot of hard work ahead of us. Drawing on the over 20 years of combined motorcycle and helmet industry experience possessed by the founders of our company, we set about creating a line of full-face, off-road and open-face helmets which featured an exceptional level of quality given their modest price-points.

Producing such a line-up wasn't an easy task, but with each successive model year we worked to incorporate the suggestions... [continued >]

...of our customers, retailers and distributors, in conjunction with our own research and development efforts, never becoming complacent, and always looking to improve. In an industry which becomes more competitive with each new entrant, this continual process of refinement is a necessity.

Maintaining our commitment to product development has allowed us to enjoy strong and consistent growth within North America, generating substantial consumer demand for our helmets in the retail markets of Canada and the United States — where AFX currently ranks among the top 5 selling helmet brands. And now, due to growing consumer and dealer requests from abroad, we are excited to launch ourselves into the European marketplace with a completely new line of helmets, designed specifically with the tastes of Europeans in mind.

WHERE WE'RE GOING

While AFX may be new to Europe, we should certainly not be confused as a start-up company, or worse, a lazy rebranding of another manufacturer's products. We're well established, a leader and a trendsetter: we've been a leader in the development of youth helmets for many years now, having produced the first youth helmet ever to receive approval from the Snell Memorial Foundation; as for trendsetting, you can either thank us or blame us for the sudden rash of pink-coloured helmets; and now, with over a million helmets sold, we've contributed greatly to the expectations consumers hold for the quality, affordability and functionality of the helmets they buy in North America — and within the next few years, we hope to achieve the same within Europe.