Brain Awareness Week Endura Creates Helmets Designed Using Real-Life Head Injury Scans

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As Brain Awareness Week gets underway around the globe, Scottish cyclewear manufacturer Endura has designed the world’s most graphic cycle helmets, using CAT scans of real patients’ brain injuries that suffered serious, life-threatening bicycle accidents.

The one-of-a-kind range, entitled Project Heid, has been created alongside top Consultant Neurologists in Liverpool and in partnership with The Brain Charity, using CAT scan representations of four real-life brain injuries from cyclists. It comes as two thirds of Brits admitted they are concerned about sustaining a brain injury whilst cycling3, of which the long-lasting effects can often be hidden in plain sight.

Each Endura helmet has a different story to tell, including that of Ian Charlesworth, 62 who, in 2019 was struck by a HGV in Hull whilst cycling without a helmet, and John Moroney, who was hit by a 4×4 in Bristol, during the same year, whilst cycling without head protection.

Both came close to losing their lives, suffering skull fractures, brain injuries and neurological abnormalities such as haemorrhage and contusion as a result. This has led to extensive rehabilitation programs and ongoing cognitive impairment struggles which include memory loss, fatigue, and vertigo. The one-of-a-kind helmets are intentionally provocative, quite literally showing the potential consequences if you choose to ride unprotected.

Ian bravely discusses his experience in Project Heid’s short film. The video, which includes comment from Dr Nick Silver, trustee of The Brain Charity on the injuries that are portrayed, also features Ian’s wife Joy, who speaks emotionally on how her husband’s injury has turned their lives upside down. This is particularly poignant, as research has shown that 80% of Brits feel they have a responsibility to encourage their friends and family to be protected.4 Now, both men are on a mission to ensure this doesn’t happen to others by urging people to put on a helmet and to carefully consider the type of helmet they wear.

The initiative comes following Endura’s recent launch of its latest helmet technology which saw it become one of the first to combine Koroyd technology, which absorbs energy on impact, with Mips, a brain protection system which helps reduce harmful force transition. The importance of latest protective technologies is supported by research5, that says the risk of traumatic brain injury upon peak accident impact is reduced by up to 60% when wearing a helmet that includes energy-absorbing technologies (such as Mips).

Speaking on the launch, Noah Bernard, Brand Director from Endura, comments: “We understand the importance of ensuring that more people on Britain’s roads and trails are wearing helmets, and we want to encourage the entire cycling community to do so. Ian and John’s accounts are eye-opening reminders of the risks too many cyclists continue to take, and we thank them for bravely helping us to raise awareness with their incredible stories.”

Scotland’s leading cyclewear brand is utilising its position to raise awareness of road safety for the growing UK cycling community. In addition, Endura’s initiative looks to transcend into the non-cyclist community as well, considering the role of friends and family when it comes to encouraging people to wear a helmet.

When asked about his involvement in the campaign, Ian Charlesworth said: “Prior to my accident, it wasn’t on my radar to wear a helmet. You never think a serious incident will happen to you, but I’m living proof that it can, and having gone through what I have, I’m desperate for people to wear a helmet to stay safe. The level of detail of my brain scans on the design left a real impression on me that I hope will resonate with others. It feels really good to be involved in such an important initiative.”

Speaking on the partnership, Nanette Mellor, CEO of The Brain Charity, said: “We call our head our nut and think of it as a hard object, but our brain is extremely vulnerable.”

“Our skull has been likened to a tough ceramic, which can shatter upon impact, while the brain inside is like a firm blancmange. Just how fragile our brain is shows how important the need for protection is. Our brain is the most complex structure in the universe, and the most important part of who we are.”

“It runs our whole world, moves our body, makes our decisions, and tells us when to smile and what we can smell. It houses our most precious memories, hidden dreams and the thousands of subtle differences that make us who we are.”

“The impact of damage to the brain can be catastrophic, and that’s why we are proud to partner with Endura to draw awareness to the importance of wearing a helmet when cycling to protect your brain.”


Project Heid coincides with Brain Awareness Week, a global event that takes place throughout March. Once the project has been completed, the helmets will be auctioned to raise money for The Brain Charity to continue its incredible work.

The wider partnership with The Brain Charity includes Endura’s headline sponsorship of the Head Matters event, taking place on Wednesday 15th March 2023 in Liverpool. The helmets will be displayed at St Enoch shopping centre in Glasgow on Friday 17th March 2023, where consumers will be able to experience them in real life.

1 OnePoll 2023: Survey from Endura taken of 2000 regular cyclists in the UK
2 Gov.UK: The impact of the coronavirus pandemic on walking and cycling statistics, 2020
3 OnePoll 2023: Survey from Endura taken of 2000 regular cyclists in the UK
4 OnePoll 2023: Survey from Endura taken of 2000 regular cyclists in the UK
A New Assessment of Bicycle Helmets: The Brain Injury Mitigation Effects of New Technologies in Oblique Impacts

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