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INTELLIGENT COOL ENDOTHERMIC

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Intelligent. Life-saving. Revolutionary.

by ThermaHelm速

ThermaHelm速 technology provides injured motorcyclists with the critical difference in brain temperature between life and death.

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WELCOME Á

Welcome

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nventions can be inspired by many things. In my case, the drive behind creating a revolutionary motorcycle helmet was borne of personal tragedy. When I witnessed a close friend die in a motorcycle accident in Mallorca, I was convinced that his life could have been saved had he received medical treatment at an earlier stage, and if his brain had avoided overheating in the vital minutes after the impact. This overheating led to the fatal swelling on his brain. Several years after that tragic day, here I am with a product I genuinely believe revolutionises a market that had become stagnant in terms of technological

development. The ThermaHelm® helmet not only possesses a unique brain cooling device that limits neurological damage, but it also contains a GPS system which records exactly where a person is at the point of the crash and sends that signal directly to the emergency services. Trauma to the head in motorcycle accidents accounts for the largest number of deaths – over 6,000 motorcyclists’ are killed or seriously injured each year in the UK alone. We’re convinced that our product will save many, many lives, and that is my inspiration for being here today. Jullian Preston-Powers (ThermaHelm®)

Designed and edited on behalf of ThermaHelm® by

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Contents 05

Evolution

From Lawrence of Arabia to ThermaHelm®, we chart the evolution of the motorcycle helmet.

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About Us

An in-depth look at the motorcycle helmet market and how ThermaHelm® will create a paradigm shift.

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Stop Press

ThermaHelm® prepares to launch at the Birmingham NEC.

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In Profile

The man behind the magic – inventor, entrepreneur and founder of ThermaHelm®, Jullian Preston-Powers.

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In Profile

He’s an Arsenal fan, but try not to hold that against him. Meet the CEO of ThermaHelm®, Jeff Meers.

Contact: 07980 649710 – richard.lenton@semplc.com

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WIKIPEDIA Á

ThermaHelm

®

From Wikipedia, the free encyclopedia

ThermaHelm, invented by neuroprotective specialist Jullian Joshua Preston-Powers in 2005, is an impact activated, brain cooling motorcycle crash helmet being developed at the University of Sussex Innovation Centre (SInC).[1][2] Ammonium nitrate and water, stored in separate areas of the helmet’s liner, combine when trigger activated by an impact to create an endothermic reaction with the intention of preventing terminal brain swelling,[1] and the aim of reducing the immediate and long term effects of traumatic brain injury (TBI), a major cause of death and disability worldwide.[3] When activated by sudden impact, the helmet performs like an instant ice pack that immediately initiates a cooling effect.[3] This cooling process lasts approximately 30–45 minutes and maintains normothermic (96°F/37°C) brain temperatures, extending the vital neurological protection during the critical golden hour prior to hospital arrival.[3] In July 2010, identySOL has signed a commercial contract to design, develop and supply these life saving helmets with GPS tracking units.[4] Military applications considered by the United Kingdom Ministry of Defence (MoD).[1]

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HISTORY Ă

The History of the Motorcycle Helmet

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If you like to scorch the surface of the planet on two wheels and you enjoy using your brain, you should be grateful for the humble helmet. WORDS: SIFAELI TESHA

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ong before Gottlieb Daimler invented the motorcycle in 1885, people have been wearing helmets. Equipment to preserve your noggin could be found in all shapes and sizes in several cultures from when Assyrian soldiers strapped bronze brain buckets to their heads to protect them from swords and arrows in 900BC. When Daimler first married the gas-powered engine with the modern bicycle in the late 19th century, nobody really thought of motorcycle helmets. But, with advances in technology, people developed their need for speed and motorcycles were made to go faster. With the increased speed came an increase in accidents, prompting visionaries to develop additional equipment to guard riders from the severest injuries; hence the motorcycle helmet was born. However, the evolution of motorcycle helmets had a slow start. The early models were made of materials such as pith or leather and weren’t particularly effective. Largely used for racing, these forerunners to the skid-lid were developed with no scientific basis and were largely ignored by civilians. Sadly, the catalyst for the evolution of the modern motorcycle helmet involved the death of a rider, Lieutenant Colonel Thomas Edward Lawrence – known internationally as ‘Lawrence of Arabia’.

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n May 13, 1935 Lawrence was riding his Brough Superior motorcycle – a gift from his friend George Bernard Shaw – through the South Dorset countryside. He wore no helmet, which was hardly unusual as helmets were generally only worn during racing. As he returned to his cottage, he swerved to avoid two boys on bicycles and pitched over the handlebars, landing in front of his machine and fracturing his cranium. He was taken to Bovington Camp Military Hospital in a coma, where the best specialists in the country – including young neurosurgeon Hugh Cairns – were rushed to save him. Unfortunately, their efforts were in vain; Lawrence failed to regain consciousness and died five days later. He was 47-years-old. The young Cairns, moved by the tragedy that beset the famous First World War hero, set about identifying, studying and solving the problem of head trauma prevention in motorcyclists. Before he could crack on with revolutionising the most important of safety accessories on a full-time basis, Cairns was sidetracked by the not insignificant matter of World War II. However, as the Ministry of Health advisor on head injuries, he still had time to initiate the first clinical trials of penicillin for Howard Florey and devise and train the mobile neurosurgical units deployed in the Second World War.

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HISTORY Á

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acabrely, WWII gave Cairns the ideal testing ground to conduct the scientific research missing from helmet design before that time. He observed that 2,279 motorcyclists and pillion passengers had been killed in road accidents during the first 21 months of the War, and head injuries were by far the most common cause of death. Most significantly, Cairns had only observed seven cases of motorcyclists injured while wearing a crash helmet, all of which were non-fatal injuries. As a result of his work the British Army issued helmets to their dispatch riders that were considerably different to other combat helmets, and riders were required by regulation to wear them in the first modern example of a helmet law. Consequently, the death rate from head injuries in the British Army was the lowest of any force during the War.

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or some reason – despite the lives saved by their use in WWII – civilian riders still weren’t required to wear helmets. Despite the technological progress and increased appreciation of mechanics between the end of the War and the 60s, motorcycle helmets were only required in racing or for police or military riders. Even though the legislation largely stood still, there was another significant milestone in the development in motorcycle headgear during that time, again inspired by a fatal accident; the death of popular amateur car racer William ‘Pete’ Snell.

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t the time of Snell’s death in 1957, helmets had long been required equipment in racing, for both motorcycle and car racers, but the construction and safety standards varied and were ungoverned. As a memorial to Pete, a group of scientists, physicians, racing colleagues and friends teamed together in a dedicated effort to promote research, education, testing and development of standards geared to improve their effectiveness. This collective founded the Snell Foundation, a private, not-for-profit organisation dedicated to setting, maintaining and promoting helmet safety standards worldwide. The foundation has gone on to revisit the standards they set every five years for half a century, with contributions from almost every branch of science.

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HISTORY Á

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hese high profile fatalities accelerated the evolution of modern motorcycle helmets. Lawrence’s death without a helmet caused head injuries to be more carefully studied, and Snell’s death while wearing a lid caused helmets to be investigated more critically. Once the lawmakers finally took notice of the research, legislation was introduced in 1973 making it compulsory for all riders to wear a helmet.

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Arai RX7 RC £2099

4 - month manufacture and delivery

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ince the invention of the motorcycle, motorcycle helmets have continued to evolve in style, but in recent years there has been little movement in the safety sphere. We’ve certainly come a long way from the leather cap of the late 19th Century to the science-backed innovations of the inter-War years, through to the use of new materials to produce and test protective headgear. However, ThermaHelm has taken protection to a whole new level. The key to making helmets better is identifying what will make them safer. In the early 20th Century it was the need for any protection at all. Then focus moved to standardised, robust testing. The use of chemically complicated construction materials pushed the boundaries further, culminating in the 21st century’s new innovation to save countless riders’ lives, the ThermaHelm. “Until ThermaHelm the devlopment of motorcycle helmets had become a passive technology, with focus on the hard outer shell, soft inner lining and stylish look,” says Jullian Preston-Powers, the inventor of ThermaHelm. “We’ve now reached a new zenith in the evolution of the motorcycle helmet.” Welcome to history in the making.

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HISTORY Á

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ThermaHelm速 technology provides injured motorcyclists with the critical difference in brain temperature between life and death.

Passive helmet technology has not changed in over 50 years - same hard outer shell and soft inner lining - now ThermaHelm brings you the first ACTIVE motorcycle helmet, hand made in Carbon Fibre and Kevlar with patented docking station and emergency beacon transmitter that automatically calls Emergency Services on impact. 12-13 Ad.indd 12

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When Your World Turns Black - Only ThermaHelm速 Can Bring You Back.

by ThermaHelm速

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Head Start *

The current motorcycle helmet market is stagnant - and any new technology alarmingly expensive. Could ThermaHelm® provide an affordable solution?

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s any biker knows, your gear is your life. Ask the advice of anyone about bikes and they’ll always tell you the same thing – spend as much as you can afford. And they mean it – given the vast amount of head in­jury-related deaths attributed to motorbike accidents – one can’t take a chance. Motorbike helmets are relatively expen­sive – you wouldn’t even want to think about spending less than £250 and should really be aiming for at least £400. The premium helmets are more expensive, as you would expect, but to be honest, apart from having quality linings, you are really only paying for the brand name. ThermaHelm® on the other hand has real reasons to pay for a premium price; firstly it is made from carbon fibre which is a superior outer lid material as we all know, but it also has unique active brain cooling technology. Surely everyone can see the reason to pay a little bit more in order to be in better shape to survive an accident? After all, a helmet is there to save your life in a crash. Current motorbike helmet technology also has one major downfall; if you crash wearing your

helmet it needs replacing. However, the ThermaHelm® consumer guarantee means they will replace the helmet. Trauma to the head in motorcycle acci­dents account for the largest number of deaths and is connected to virtually all mo­torcycle accident injuries. Trauma causes brain swelling that needs to be treated as quickly as possible. Cooling the brain con­tributes positively to limiting neurological damage, preserving life and delivering the chances of a better recovery outcome by extending the critical Golden Hour. There are over 6,000 motorcyclists involved in a KSI accident (killed or seriously injured) each year in the UK alone.

ThermaHelm® patented technology com­bines two units of individually stored non-toxic components within the helmet lining. Sensors trigger a chemical integration upon impact, setting off a process creating a con­ trolled cold (endothermic) state. A series of patents and Trademarks

pro­tect the technology and the company’s brand­ing respectively, and an agreement with the leading patent attorney, Ben Goodger, is in place on a ‘no win-no fee’ basis to defend their monopoly. The first global market ThermaHelm® will enter is the premium priced motorcycle crash helmets which acounts for 22% of all global helmet sales. This, according to Global Industry Analysts inc, was a £368million market in 2010. They have forecast year on year growth at a Compound Annual Growth Rate of 8.51% (despite the recent turmoil in the global economy). The fore­cast for 2014 is that the premium market value will increase to £536million. The premium motorcycle helmet sec­ tor is an established market segment with Arai and Shoei sharing 96% of the market in an effective duopoly. Their marketing is focused on racing sponsorship and adver­tising in the motorcycling press. Both com­panies have worldwide independent dealer distribution channels – however, research shows distributors feel oppressed by this dominance and welcome the new ThermaHelm^ proposition of little or no inventory based on instant sale execution via same-day and next-day delivery

PRESENT Due to the global economic crisis, the sales of motorcycles has increased significantly and is trending up due to the cost of fuel and insurance. Purchase of a new helmet has always mirrored new motorcycle sales

5 YEARS ON The market is forecast to grow by 8.5% for the next five years (source gia). The market will be further stimulated by the legislation in the USA, as a result of the new healthcare bills, that will make crash helmets compulsory in all states

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“ThermaHelm® has the opportunity to disrupt the current incumbent market which is poorly differentiated and staid”

Ó THE industry

5 YEARS AGO The motorcycle helmet market was stagnant. There have been no significant safety changes, innovation or improvement in the crash helmet market in the last 60 years. Changes are more often than not cosmetic.

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OUR STORY Á

15 from their state-of-the-art 24-hour fulfilment centre. ThermaHelm® has the opportunity to disrupt the current incumbent market which is poorly differentiated and staid. Dealers have grown tired of endless cosmetic-only changes in the last 50 years – they are excit­ed at the news, that for the first time, they can profitably promote a real innovation step-change in rider safety. ThermaHelm® helmets have now been developed for market launch by Sagentia Limited in Cambridge, Europe’s leading cut­ting-edge innovation design house. Devel­ opment over the last two-and-a-half years has been funded by previous

investments by the founder and shareholders which has maintained the company’s debt-free status; the company currently has a posi­tive cash balance. They have been actively producing and marketing in the UK for several months, and are now looking to use cash-flow generated for international expansion. UK Trade & Investment’s Global Entre­preneur Programme has officially ‘green­lighted’ ThermaHelm® as ‘Technology of Exceptional Potential’. ThermaHelm® also qualifies for promotion via UKTI’s global trade services through its offices in embas­sies and consulates in over 90 countries.

The forecast shows sales growth to £23.4M and profits to £9.58M by year five, leading to a target trade sale exit at a valu­ation of circa £47.9M (on the basis of five times profit). The company has attractive EIS status. The technology is groundbreaking and the potential enormous given its incredible price point compared to other traditional helmets on the market. Uptake could be witnessed by the professional racing com­munity as well as by a host of amateurs who would look to ‘upgrade’ from their usual purchases of nearly equivalent value. Visit ThermaHelm.com for more infomation.

ANGEL INVESTOR ●●●●● The Research & Development has been completed by Sagentia and has been funded by investment from the Inventor and early shareholders; this has maintained the debt-free status of the company.

HIGH RISK INVESTOR ●●●●● This is not right for you (as it’s not a high risk investment). This life-saving technology is market disrupting and newsworthy. The technology has robust global patents and is priced in the target area of the premium helmet market.

Ó THE experts

FIRST TIME INVESTOR ●●●●● This unique life-saving technology actively helps protect your brain – not just your head, in the event of an accident. The first ‘active crash helmet’. As a first time investor it is important to believe in the product before you invest.

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by ThermaHelm速

Intelligent. Life-saving. Revolutionary. ThermaHelm速 technology provides injured motorcyclists with the critical difference in brain temperature between life and death. 16-17 ad_Show.indd 2

The Science of Cold thermahelm.com 24/11/10 12:33:11


STOP PRESS Á

Revolutionary New Motorcycle Helmet to Launch at Carole Nash International Motorcycle Live 2010

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ThermaHelm™, a revolutionary brain cooling helmet technology, is set to make its commercial launch at the Carole Nash Motorcycle Live 2010 show this month in Birmingham.

ll head injuries involve brain damage at some level and occur in 80% of all motorcyclist fatalities. ThermaHelm® is a revolutionary helmet technology which could save the lives of hundreds of motorcyclists each year. A key factor in motorbike head injuries is brain swelling inside the cranium and the response time to address the issue. ThermaHelm® technology helps to mitigate this problem by cooling the rider’s head post-accident. ThermaHelm® technology works by triggering an endothermic chemical reaction inside the helmet lining at the moment of impact, to immediately cool the rider’s head, post-accident. ThermaHelm® inventor Jullian J. Preston-Powers explains: “A standard helmet acts like an insulator. The polystyrene foam found in all motorcycle helmets is the same white foam that is installed in the walls of refrigerators and portable coolers. It’s the perfect energy absorber, and insulator. The helmet acts like an oven to an already hot, sweaty head causing post accident brain temperatures to potentially reach a fatal threshold. This is how motorcycle riders can die. “ThermaHelm® acts by cooling a rider’s head post-accident, keeping

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brain swelling under control even before the emergency services have been called. Our stringent testing procedures in bringing this to market, as well as the science behind it, means that ThermaHelm® will save lives; so much so in fact that riding without ThermaHelm® technology is like driving without an airbag. It’s not worth the risk. In addition, our GPS Emergency Beacon Tansmitter will call our base-station operators and alert emergency services to the downed rider’s exact GPS coordinates.”

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Jullian J Preston-Powers is available for interview at NEC Birmingham on 27th Nov – 5th Dec, 2010.

24/11/10 12:31:59


I NTRODUC I NG

THE

MEN

BEH I ND

THE

MAG I C . . .

Jullian Preston-Powers Chairman and founder, ThermaHelm

“If a problem hasn’t been solved, it’s because nobody has thought about it hard enough yet.” Words: Ben Cove

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his is the mantra of Jullian Preston-Powers, who has been inventing things for as long as he can remember. He already owns the rights to a plethora of patents related to automotive safety worldwide, but this isn’t the kind of guy to rest on his laurels. The 45-year-old from Brighton, chairman and founder of ThermaHelm®, is instead preoccupied with improving, developing and solving as many of planet earth’s imperfections as he can. And his work doesn’t end when he leaves the office. “Just this morning I was sat at a set of traffic lights and realised that although the road sign said I couldn’t turn left, it was obvious that no traffic was blocking me from doing so because the road I was turning into was one-way,” he says. “What a waste of a lane, and an unnecessary stunt to the traffic flow. I’m now going to draft an email to the council and propose they add a turn left arrow to the traffic lights there.” It’s this combination of observation, drive and ingenuity that has made the father of three not only a successful businessman but also a serial franchiser and inventor. But his latest invention didn’t come to him so innocently. ThermaHelm® was borne out of tragedy. “I was on holiday in Mallorca a few years ago, and a group of us hired motorbikes for the day. One of my friends went through a traffic light and when we caught up we saw him laying in the road unconscious. We called paramedics immediately, but didn’t remove the helmet because

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leaving it on is what medics advise. By the time we got to the hospital my friend had suffered a traumatic brain injury. Inside the heat of the motorcycle helmet, his brain had swelled so much that his eyeballs had popped out of his face. Brain tissue swells like any other tissue but it has nowhere to go so builds up dramatically. His injuries were fatal.” In the wake of his friend’s death, Jullian set about inventing a concept that could prevent further tragedies of this kind.

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“It was a proud moment as we were marked within that programme as a technology of exceptional potential and invited to the House of Lords, which was an honour.” “Standard helmets are made with a polystyrene layer. It is a great energy absorber but also the world’s best insulator of heat. The only way to avoid swelling in the brain is cold compression. It dawned on me that if I could invent a cooling system for the inside of a motorcycle helmet, I could save lives. And so ThermaHelm was born.” Parallels can be drawn between Jullian and Dr Hugh Cairns, who invented the motorcycle helmet. Cairns developed the world’s first crash hat after finding his friend, Lawrence of Arabia, in a critical condition following a motorbike accident in Dorset in 1935. Lawrence died six days later as a result of the head injuries he sustained, but may have survived had he been wearing protective headwear. Seventy-five years on, Preston-

Powers, now a neuroprotective specialist, has developed the most significant improvement in helmet technology since that day. The keen sportsman and gym enthusiast hasn’t always been in the business of saving lives, though. Jullian worked on four continents in a number of industries, including striking while the iron was hot amidst the emergence of mobile phones in the 1990s. He points to Richard Branson as his business hero. “Branson has no formal education, just instinct, drive and determination. It’s the Nike ‘Just Do It’ mentality – that’s my ethos, too.” A keen speedway and Moto GP enthusiast, he admits exercising extreme levels of self-preservation when he’s on two wheels. “I’ve owned some of the world’s most powerful motorbikes, but I’m one of the most cautious riders you’ll see. When it comes to adrenaline, I get my kicks from sailing, windsurfing and other water sports.” But when it comes to the crunch, you surely can’t beat inventing a life-saving product that is set to revolutionise a whole industry. ThermaHelm has come a long way in a short space of time, but has already been accepted into the UK Trade and Investments’ Global Entrepreneurs Programme. “It was a proud moment as we were marked within that programme as a technology of exceptional potential and invited to the House of Lords, which was an honour,” he continues. “Now it’s show time and we’re sure that the industry will be just as impressed. I’m excited to be at the NEC, this is the best shop window for us, bar none.”

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PROFILE Á

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I N T ROD U C I N G

T H E

M EN

B E H I ND

T H E

M A G I C . . .

Jeff Meers Ceo, ThermaHelm

It took Jeff Meers a matter of seconds to fall in love with the concept of ThermaHelm®. The Londoner has a proven track record in start-ups, marketing and e-commerce and has worked with some of the world’s leading brands. But he admits his latest project involves the most exciting invention he’s ever come across. Words: Ben Cove

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“I

had years of the world’s biggest companies pitching their best new ideas to me,” he says. “It was a very privileged business upbringing that has made it easy for me to assess new products efficiently. And I was instantly hooked on ThermaHelm®.” Meers, 56, studied at Nottingham University in the 1970s and started his working life as an organisational psychologist in the Royal Navy. He then went on to complete a Harvard Business School programme and hone his acumen Stateside within the advertising industry. Having spent time under the tutelage of IDG chairman Pat McGovern, Jeff emerged as a newmedia pioneer, launching an online information company in the late 80s, way before many had even heard of the word: internet. He was also one of the first people to write a commercial blog. “I called it The Meersy Newsline. It was a weekly report of the ups and downs of my beloved Arsenal FC. There were only 20 or so people reading it worldwide, and it may have been slightly biased, but I had a lot of fun writing about football!” Jeff’s varied career path has seen him work within the motor industry on many occasions, most notably with BMW. So he was in the ideal place to comment on the

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“In 10 years ThermaHelm® will be the world’s number one safety awareness brand, with gold standard products aplenty. You are about to see a Paradigm shift in motorcycle helmets.” This industry will never be the same again.” marketability of ThermaHelm’s groundbreaking invention when approached two years ago. “I’ve totally immersed myself in this project because I’ve never seen

anything quite as innovative and powerful,” he states. “The helmet market is healthy and, not only does our product save lives, but it’s globally patented, which gives us a sustainable long-term competitive advantage.” Meers was brought in as CEO of ThermaHelm® last year after founder and chairman, Jullian PrestonPowers had secured investment to turn his vision into a reality. The two entrepreneurs first met more than a decade ago while working in similar domains in Boston, Massachusetts, and have kept in touch ever since. “I was well aware that Jullian is a prolific inventor of very exciting patents,” says Jeff. “And the ThermaHelm® is his best yet.” Away from the office, Jeff is a keen golfer and skier, and once played hockey and cricket to county level. He is extremely excited to be here at the NEC this week. “This soft launch is the beginning of something magical,” he beams. “In 10 years ThermaHelm® will be the world’s number one safety awareness brand, with gold standard products aplenty. You are about to see a paradigm shift in motorcycle helmets. This industry will never be the same again – then there’s sailing, kite surfing and other water sports.” Opportunities for growth and development appear endless for this, the most vibrant of companies. Watch this space...

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PROFILE Á

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LAST WORD Á

The Last Word Testimonials for ThermaHelm® have come from far and wide – even from a magazine editor and TV presenter who has never been anywhere near a motorbike since pranging his Auntie’s sit and screw moped down a country lane when he was 12-years-old... Words: RICHARD LENTON

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was introduced to Jullian Preston-Powers at the beginning of 2010 when he made a point of knocking on my office door to tell me how much he enjoyed Football Punk – the magazine I edited until very recently.

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However, as brilliant as I always thought my magazine was, it pales into insignificance compared to what Jullian and his team have conceived with ThermaHelm®. I’ve never been a motorbike enthusiast, but when Jullian explained the technology to me and outlined the test results which showed how effective the product is compared to standard helmets, I was genuinely amazed. The world, it seems, is in need of this incredible product. Industry leaders are calling ThermaHelm®’s move into the market as a ‘paradigm’ shift, while motorcyclists, including former world speedway champion Martin Dugard, have lavished praise on the product. In fact, the only negative comments I’ve ever heard about ThermaHelm was during a BBC interview, when a chap from the Motorcycle Action Group told the world that, for motorcyclists, ‘prevention’ is better than cure… Now, I’d understand this line of thinking if we were talking about stopping smoking in order to avoid lung cancer, but nobody in their right mind goes out to actively have a crash. “This detracts from the central message which is ‘don’t have the accident in the first place – be careful’” he told the nation.

For more information, PLEASE VISIT

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It was the most astonishing interview I’d seen since George Best turned up on Wogan having enjoyed the hospitality of the BBC for the majority of the afternoon. I mean, how can you be ‘concerned’ when a product comes onto the market with the capability to save countless lives?

But anyway, back to reality. Any motorcyclist will say that you should spend as much as you possibly can on protective gear. For me, it’s a no-brainer – you have more chance of surviving a crash wearing the ThermaHelm® than any other helmet. And that’s the bottom line.

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When Your World Turns Black Only ThermaHelm速 Can Bring You Back.

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ThermaHelm速 Crash Helmet Limited Sussex University Innovation Center, Falmer, Brighton, East Sussex, BN1 9SB, United Kingdom Office +44(0)1273 704 477 Switchboard +44(0)1273 704 400 Fax +44 (0)1273 704 499

*For high res images go to www.thermahelm.com/press-release

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