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Hövding announces ‘future of cycling’ partnership with Justebikes

Press Release   •   Apr 06, 2017 15:08 BST

Today, Hövding, the revolutionary Swedish airbag for cyclists, announced a partnership with Justebikes, an online and in-store e-bike retailer. The partnership highlights the changing shift in cycling attitudes in the UK, with safety and convenience now the key focus points for urban cyclists.

An event to celebrate the partnership and demonstrate the benefits of both products will take place at the Justebikes showroom at 318 Portobello Road on Saturday 1st April, (nearest Tube Ladbroke Grove). Guests will be treated to a live Hövding demonstration, followed by a Q&A session. Hövding will be offeringa free cover to anyone placing an order on the day (RRP £40-£50).

Launched in 2012, a Hövding is worn around the neck and reads a cyclist’s body movements at 200 times per second. If an accident takes place, Hövding is triggered by unusual body movements and activates fully in 0.1 seconds.

In October 2016, Stanford University conducted a detailed study looking at the effectiveness of various cycling helmets. In the study, Hövding was compared directly to a traditional foam helmet in a simulation of the most common cycling accident – a single fall. The results showed Hövding to provide eight times better protection against a risk of concussion, and was found to be ‘near perfect’ in terms of protecting both the head and neck in an event of an accident.

Justebikes is a family run business specialising in the supply and servicing of quality European made electric bikes. It offers a wide selection of carefully selected European brands and puts a strong emphasis on customer service. Recognising that buying a quality e-bike is an investment, Justebikes' staff use their experience to help their customers find just the right electrically assisted bike to meet all their cycling needs, whether those are commuting across town, making the school run or touring the Pyrenees.

Because of the faster speed that you can achieve on an e-bike a Hövding is the perfect companion. In a cycling incident that takes place at a speed of 16mph the risk of a serious head injury is 90% with a traditional helmet, this drops significantly to under 2% with a Hövding. Unlike traditional cycling helmets a Hövding also protects the neck by locking it in place, and it can also withstand multiple hits.

Fredrik Carling, CEO of Hövding commented, “Here at Hövding we are always looking to work with forward-thinking innovative companies and our partnership with Justebikes is a perfect fit. Both companies are strong promoters of safety and convenience and we can see an exciting future ahead.”

James FitzGerald, founder of Justebikes commented "Hövding’s dedicated pursuit of innovation and promotion of safety for cyclists means that their high quality products are just the sort of thing our discerning customers are looking for. This is going to be an exciting and innovative partnership and one that has the potential to shake up the cycling market.”