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Industry veteran Michael Grim joins LEM Helmets as general manager

Published September 10, 2018
With more than 25 years of experience in the cycling industry in product development and business management, Grim will lead the LEM team in operations and product innovation and design.

MORGAN HILL, Calif. (Sept. 10, 2018) – LEM Helmets, a new, inclusive cycling helmet brand whose mission is to inspire the fun in biking by focusing on safety, style and performance in all its innovative head protection, has named industry veteran Michael Grim 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," Grim said. "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 on and been instrumental in producing and bringing cutting-edge cycling helmets and equipment to market — both domestically 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," Grim said. "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."

LEM will be showcasing its full line of helmets and new products at Interbike from Sept. 18-20 at the Reno-Sparks Convention Center in Reno, Nevada. If attending, please stop by Booth 3077. Please reach out to if you are interested in booking an appointment at the show or learning more about the latest LEM products.


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