HERMOSA BEACH, Calif. (BRAIN) — Bliss, a Germany-based protective gear brand, is looking to come to the U.S. market this year with its line of lightweight mountain bike pads.
Matthias Ascherl, a former executive with Germany's Cube Bicycles and with the American helmet brand Pro-Tec, co-founded Bliss in 2006. The brand initially focused on the snowboard market, launching its first mountain bike gear in 2010. In recent years Bliss has moved more toward mountain biking, partly due to disappointing winters in Europe that have hampered snowboard sales. Bliss now does about 80 percent of its business in the bike market, Ascherl told BRAIN recently.
Bliss' mountain bike pads feature a thin, flexible, breathable protection material called Armourgel that meets EU standards for motorcycle protective gear.
"The protection technology we are using is very high quality," said Ascherl, the company's managing director. "It is very slim so it is perfect for pedaling and using. It's not too bulky like old generation pads. And the pads are multi-impact and can be easily machine washed without removing the padding."
The Armourgel is 6 mm thick at most and is shock absorbent between 40°C and -20°C (104° to -4° F).
The product line includes tops, vests, shorts, knee and elbow pads, protective hydration packs and gloves.
The company displayed at this year's Sea Otter Classic Expo, and has opened a U.S. office in Southern California. The company is currently selling dealer direct and is hoping to begin work with a small number of U.S. distributors, as well.
In Canada, Bliss is distributed by EU-Can, an Ontario company that also distributes Cube bikes in Canada.
-
Matthias Ascherl -
The Bliss ARG Comp LD Top in black.
