Unlocking Growth in the Action Sports Industry: A Conversation with Lance Ohrazda

In a swiftly evolving landscape where innovation prevails, the action sports industry stands at the forefront of technological advancement and safety enhancement. We recently had the privilege of sitting down with Lance Ohrazda, a seasoned veteran in the field and a key figure in advancing helmet safety within the industry. Lance's journey from the classroom to the forefront of safety technologies as an early employee at MIPS offers insights into the trajectory of action sports and the role of innovation in shaping its future.

Lance's Journey - From Educator to Industry Innovator

Lance's path to the action sports industry was unconventional. A former teacher in Sweden, his introduction to safety technology came through an encounter with MIPS through his love for snowboarding and motorcycles, a pioneering company in helmet safety. Drawn in by the vision of MIPS's CEO and the promise of improving helmet safety for all, Lance made the bold decision to transition from education to entrepreneurship.

"I remember asking how many brands we had, and he said we had a handful, less than 10. He said this is new safety that everyone's going to want, but nobody wants right now because they don't understand it. We have to believe in it," Lance reminisces, reflecting on his initial leap of faith into the world of safety technology.

Joining MIPS in its early stages, Lance played a pivotal role in securing partnerships and growth with industry giants like Trek, Bell, Giro, Limar and Oakley, catapulting the company to global recognition. His tenure at MIPS saw significant growth, expanding from less than 200k units in a year, to a key milestone of one million units, to multiple millions of units in a single year.

Evolution of Safety Technology - Trends and Insights

Over the years, Lance has witnessed a significant shift in the industry's attitude towards safety technology. As companies recognize the limitations of in-house innovation, they increasingly embrace collaboration with third-party brands to stay ahead of the curve.

"People realize they can't think of everything, even though they're safety experts. They're open to working with new safety technologies, other bright ideas, and additional safety," Lance explains, highlighting the industry's growing receptiveness to innovation.

Furthermore, the demand for smart technology has become ubiquitous, with consumers seeking advanced features in their gear. Lance underscores the importance of offering smart solutions at various price points to cater to a diverse consumer base effectively.

"Everybody wants smart technology, but not every price point and not every consumer who is not a complete enthusiast wants to pay a high premium. That's where Twiceme comes in, we can reach all levels from pinnacle projects to mass market" he asserts, emphasizing the versatility and accessibility of Twiceme.

Overcoming Hurdles and Shaping the Future

Navigating the complexities of the action sports industry hasn't been without its challenges, though. Lance reflects on the obstacles encountered along the path to innovation and the strategies employed to surmount them. One significant hurdle lies in the reluctance of some industry giants to embrace external collaboration, clinging to the belief that they possess the expertise and resources to develop all safety solutions in-house.

"One of the big hurdles is that these are very large companies... and some people still have that mindset of 'we know best, we can do it ourselves,'" Lance explains, highlighting the resistance to external collaboration prevalent in the industry.

Despite formidable teams of engineers, state-of-the-art test labs, and substantial R&D budgets, certain companies remain steadfast in their allegiance to traditional safety materials, like EPS (Expanded Polystyrene). Because there really isn’t anything better at that price point. Lance acknowledges the difficulties in challenging established norms and deeply held beliefs.

"These companies have bright engineers, they have test labs, they have everything you could think of... And they've done helmets for decades. They say, 'We've been doing this for 40 years, we're experts,'" Lance elaborates, shedding light on the mindset prevalent among some industry incumbents.

However, Lance views these hurdles as opportunities to educate and collaborate rather than insurmountable barriers. By emphasizing the complementary nature of digital safety technologies like Twiceme with existing solutions, Lance seeks to bridge the gap between tradition and innovation, fostering a culture of openness and progress within the industry.

"We're not trying to replace EPS... We're trying to be a new layer of safety," Lance asserts, advocating for a holistic approach that combines the strengths of traditional materials with the cutting-edge innovations offered by companies like Twiceme and MIPS.

Building Brands and Shaping Perception: The Power of Industry Leadership

In the fiercely competitive landscape of action sports, and the safety world in general, brand reputation and market perception play pivotal roles in shaping consumer behavior and driving industry trends. Lance emphasizes the critical importance of securing buy-in from industry leaders to validate and amplify the impact of innovative safety technologies like Twiceme.

"Having buy-in from industry leaders is crucial," Lance asserts, underscoring the influential role played by market incumbents in shaping industry standards and consumer preferences. "While many companies may be content following trends laid before their feet, it's the innovators, risk-takers, and market leaders that ultimately dictate the trajectory of the industry. In this industry, a lot of companies are followers. They wait to see what everyone else is doing before they take action," Lance observes, highlighting the culture of risk aversion prevalent among some industry players. However, he emphasizes that such caution can come at a cost, halting innovation and limiting market differentiation in the process.

While adopting a cautious approach may offer short-term security, Lance believes that it's the bold, forward-thinking companies that are poised to reap the greatest rewards in the long run. By embracing innovation and seizing opportunities to redefine industry standards, market leaders can solidify their position at the forefront of the action sports and safety landscapes, carving out a distinct competitive advantage in the process.

"Those who take risks and lead the charge are the ones who will ultimately win," Lance asserts, advocating for a proactive approach to innovation that prioritizes long-term strategic vision over short-term gains. By championing transformative technologies like Twiceme and leveraging their influence to shape industry perception, market leaders can cement their status as pioneers of progress, driving meaningful change and inspiring others to follow suit.

“That’s how Bell Racing and Giro Sport Design managed to rise to the top in the early 2000’s and stay there for so long. They took a bet on MIPS and many other technologies with very little risk for abnormal upside, something a lot of other brands don’t think about.. Chris Sackett, and the leadership and engineers at Bell and Giro had a culture of innovation. They were open to hearing everyone out who had an idea on how to make their helmets better and safer. And they had a clear vision that they wanted to be the #1, the innovator and industry leader. Because of that determination, they reached it with a small and entrepreneurial team.”

Lance mentions that some companies have an issue of having grown too big, thus losing the willingness to be entrepreneurial and innovate, and instead focus mainly on risk mitigation and keeping market share.

But as industry leaders continue to recognize the strategic imperative of innovation and collaboration, they lay the foundation for a more dynamic and resilient action sports ecosystem, one that prioritizes safety, sustainability, and consumer satisfaction above all else.

In conclusion, Lance expresses his optimism for the future, envisioning a landscape where safety technology is not just an option but an essential component of every piece of gear.

"I just see this as something in the next one, two, or three years that everybody's aware of, everyone's gonna be using, and it just becomes an assumed safety feature," he concludes, highlighting the inevitability of safety innovation's integration into the fabric of the action sports and safety industries.

Unlocking the Potential of Twiceme: Unparalleled Simplicity and Safety

"Every single person who tries Twiceme likes the simplicity and value of it," Lance affirms, underscoring the intuitive nature of Twiceme's safety technology and its ability to seamlessly integrate into the lives of users without disrupting their riding experience. By prioritizing user experience and ease of use, Twiceme ensures that safety remains accessible and effortless, empowering individuals to pursue their passions with confidence and peace of mind.

In a market saturated with complex and cumbersome safety solutions, Twiceme stands out through its simplicity, offering users a streamlined experience that enhances rather than hinders their performance. By leveraging cutting-edge technology and human-centered design principles, Twiceme makes safety tech fun to use instead of something burdensome.

With its integrated technology and real-time monitoring capabilities, Twiceme offers users an unprecedented level of insight into athletes and professionals safety status, enabling them to make informed decisions and take proactive measures to mitigate risk.

As Lance aptly notes, "Twiceme is about making people feel safe without them having to think about it. By seamlessly integrating into the background of users' lives, Twiceme empowers individuals to focus on what matters most – their performance, their passion, and their enjoyment of the moment – without the distraction of safety concerns looming overhead.”

In the dynamic and fast-paced world of action sports, Twiceme embodies the spirit of adventure while prioritizing the safety and well-being of its users above all else. With its unparalleled simplicity, advanced safety features, and unwavering commitment to excellence, Twiceme is poised to redefine the action sports landscape, and the safety world, one user at a time.

Final Thoughts

As Lance Ohrazda's journey exemplifies, the action sports industry is defined by innovation, collaboration, and a relentless pursuit of excellence. By embracing transformative technologies and fostering a culture of openness and partnership, industry leaders can drive meaningful change and ensure a safer, more vibrant, future for enthusiasts and professionals worldwide.

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