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Jumbo-Visma to wear helmets with “healthy brains” at Paris-Roubaix to encourage helmet wearing

The Dutch team has teamed up with helmet supplier Lazer to produce a unique design on which “healthy brains are clearly visible”

Jumbo Visma, one of the dominant teams of the 2023 spring classics campaign, has teamed up with its Belgian helmet suppliers Lazer to produce and promote a special “brain-design” helmet, which will be worn by members of the Dutch squad at this weekend's much anticipated Paris-Roubaix races, to encourage all cyclists to wear a “helmet”.

“This year's Paris-Roubaix cycling classic is all about raising awareness to wear a helmet while cycling,” said the Dutch outfit, led by pre-Roubaix favourites Wout van Aert, Dylan van Baarle, and Marianne Vos. “The riders of Team Jumbo-Visma are drawing attention to this initiative.”

The team has been working with Lazer for several years to develop the best protective bicycle helmet, and said that it “supports this message and is happy to use its authority to raise awareness”.

Likewise, Lazer mentioned that the partnership with Jumbo Visma gives them the opportunity to draw attention to the importance of wearing a helmet during a major World Tour race not only for professional cyclists, but also for every cyclist worldwide, “whether you’re riding a kids bike or an e-bike”.

Sean van Waes, CEO of Lazer said: “We would rather see a lot more bicycle helmets being sold worldwide, even from other brands. After all, this is about protection for cyclists and their health.”

> Wout van Aert "almost killed" after receiving "harrowing" punishment pass from horn-blaring lorry driver

Lazer "brain-design" helmet, Jumbo Visma

Jumbo Visma has seen a flurry of cobbled success this season with back-to-back victories at Opening Weekend in February, and last month at E3 Saxo Bank and Gent-Wevelgem — with their leader Wout van Aert winning the former in a dazzling sprint where he beat Tadej Pogačar and his long-time rival Mathieu van der Poel, while Christophe Laporte and Van Aert took a dominant (and somewhat controversial) one-two in a grisly day at Gent-Wevelgem.

> Jumbo-Visma set for potential sponsor hunt as beleaguered Dutch supermarket chain reviews its investment in sport

Van Aert, however, missed out on the podium places in last week’s Tour of Flanders and will be hoping for a return to winning ways in his new lid at Sunday's Hell of the North — although his Red Bull sponsorship may be plastered over the “healthy brains” on his helmet.

Last month, Endura designed four helmets featuring CAT scans of cyclists' brain injuries to encourage helmet wearing. Coinciding with Brain Awareness Week, the Scottish-based manufacturer auctioned them for The Brain Charity, with the cyclewear brand hoping to "encourage the entire cycling community" to wear helmets.

One of the helmets featured the scan of Ian Charlesworth, 62, who was struck by the driver of an HGV in 2019, while another featured John Moroney's, a cyclist injured in a collision with the driver of a 4x4 in Bristol.

Both men were cycling without head protection, Endura is quick to point out, and suffered skull fractures, brain injuries and neurological abnormalities such as haemorrhage and contusion, leading to cognitive impairment struggles including memory loss, fatigue and vertigo.

> Endura designs "world's most graphic cycle helmets" featuring CAT scans of cyclists' brain injuries to encourage helmet wearing

As our readers would know by now, helmet safety is a passionately contentious issue. Several researchers, including psychologist Dr Ian Walker of the University of Bath, have found that motorists tend to give more space to cyclists not wearing helmets, therefore lowering the possibility of a collision.

In 2014, former Olympian and now active-travel advocate Chris Boardman had described the "helmet issue" as a "massive red herring" which is "not even in the top ten of things you need to do to keep cycling safe or more widely, save the most lives".

There are also calls for clearer helmet marketing and mention their limitations in offering protection during a collision. A recent study had found that only one in five competitive cyclists are aware that helmets do not protect from concussion, which researchers say may lead them to ignore the potential consequences of what cyclists may view as a ‘minor’ crash.

However, a 2017 review by statisticians at the University of New South Wales found that, based on 40 separate studies, helmet use significantly reduced the odds of head injury, and that the probability of suffering a fatal head injury was lower when cyclists wore a helmet (though, the authors noted, helmets cannot eliminate the risk of injury entirely).

Another study from the same year, this time from Norway's Institute of Transport Economics, concluded – based on an overview of almost 30 years' worth of analysis – that bike helmets reduced head injury by 48 per cent, serious head injury by 60 per cent, traumatic brain injury by 53 per cent, facial injury by 23 per cent, and the total number of killed or seriously injured cyclists by 34 per cent.

More recently, Channel 5 presenter Dan Walker said he was “glad to be alive” after being hit by a driver while cycling at a roundabout in Sheffield. Walker said his helmet "saved my life" and told his social media followers “if you're on a bike — get one on your head”.

> Why is Dan Walker’s claim that a bike helmet saved his life so controversial?

The 45-year-old claimed that a police officer and paramedics who attended the scene told him that he would not be here now if he was not wearing one, but in the inevitable debate that ensued others suggested prioritising helmets is an example of 'car-brained' victim-blaming culture, with safe infrastructure and action on dangerous and careless driving more important.

Adwitiya joined road.cc in 2023 as a news writer after graduating with a masters in journalism from Cardiff University. His dissertation focused on active travel, which soon threw him into the deep end of covering everything related to the two-wheeled tool, and now cycling is as big a part of his life as guitars and football. He has previously covered local and national politics for Voice Wales, and also likes to writes about science, tech and the environment, if he can find the time. Living right next to the Taff trail in the Welsh capital, you can find him trying to tackle the brutal climbs in the valleys.

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75 comments

Avatar
Rich_cb replied to eburtthebike | 1 year ago
1 like

They're not limited Burt.

They're the most useful studies of helmet efficacy and will actually underestimate the efficacy of helmets to prevent injury.

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eburtthebike replied to Paul J | 1 year ago
4 likes
Paul J wrote:

The point of meta-analyses is to minimise scope for manipulation. So the search method and inclusion/exclusion criteria should be pre-set and objective, etc. That helmets would reduce serious head injuries by 60% seems quite believable to me. In line with other meta-analyses I've read. The thing is that that serious head injuries are _rare_ (least, without other life-threatening injuries). So a 60% reduction is a reduction from one small number to another slightly smaller number. I remember discussing this with a doctor at a cycling org once, and he didn't agree with my view. He looked up injuries in his data at his cycling org and found something like 2 serious head injuries out of (IIRC) ~620 injuries overall in accidents his organisation had recorded. With a 60% reduction due to helmets, that means that without helmets, there would have been 621 injuries in total, with 3 serious head injures. The helmets saved *1* serious head injury out of 621. A large reduction in a tiny number is a /very slightly/ tinier number. Basic arithmetic.

Meta analyses do minimise scope for manipulation if, and only if, the criteria for inclusion is wide enough to include contrary research, not just research that supports the view of those doing it.  The most egregious example of this not happening is the Cochrane Study done by Thompson, Rivara and Thompson (the most zealous helmet promoters in the world) who excluded anything which didn't support their views, used mostly their own research and surprisingly found that helmets were effective.  They broke every rule of Cochrane Studies whilst doing so, but it didn't seem to bother anyone.  There are other examples of helmet meta-studies doing the same, hence my suspicion of them.

The study used to justify this campaign isn't publicly available and it is impossible to see what their criteria for inclusion were or the studies they chose: therefore I am hesitant to take the findings at face value.

Most original research with robust methodology finds that there is no benefit from helmet wearing.  Studies with less robust methodology find great benefits, and most meta-studies seem to select that type of research rather than the more robust.  As I've said already, putting lots of bad science together doesn't suddenly make it good.

Avatar
Rich_cb replied to eburtthebike | 1 year ago
0 likes
eburtthebike wrote:

Most original research with robust methodology finds that there is no benefit from helmet wearing.  Studies with less robust methodology find great benefits, and most meta-studies seem to select that type of research rather than the more robust.  As I've said already, putting lots of bad science together doesn't suddenly make it good.

For context, Burt doesn't believe in the hierarchy of research evidence so his definition of 'robust methodology' should be taken with enough salt to worry a Cochrane review on high blood pressure.

While population studies are usually considered low quality evidence, they can be useful if the population remains otherwise virtually unchanged during the study period.

With the large changes in the cycling population that we know occur after mandatory helmet laws they offer very little value at all.

Avatar
eburtthebike replied to Rich_cb | 1 year ago
2 likes
Rich_cb wrote:
eburtthebike wrote:

Most original research with robust methodology finds that there is no benefit from helmet wearing.  Studies with less robust methodology find great benefits, and most meta-studies seem to select that type of research rather than the more robust.  As I've said already, putting lots of bad science together doesn't suddenly make it good.

For context, Burt doesn't believe in the hierarchy of research evidence......

I am quite happy that long term, whole population studies are more valid than case control studies, but doubtless you differ.  Strangely, almost all the hierarchies of research methodology seem to ignore long term, large scale, whole population studies, with most of them saying that meta-studies are the most valid.  As I've already shown, that isn't the case, and meta-studies can and have been manipulated, so you are right, I disagree with hierarchies.  Properly conducted meta-studies with disinterested researchers are fine, it's just that there are plenty of helmet studies where that isn't the case.

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Rich_cb replied to eburtthebike | 1 year ago
0 likes

They ignore "long term, large scale, whole population" studies because they are of very little value.

The most basic principle of medical research is that the two populations you are comparing have to be similar, as similar as possible.

As 'whole populations' vary considerably over time there is limited value in studying the 'long term' differences.

We know that the cycling populations pre and post mandatory helmet laws are very different which eliminates what little value population studies offer.

Avatar
marmotte27 replied to Rich_cb | 1 year ago
7 likes

So to summarize, case control helmet studies are crap, population helmet studies are crap.
Conclusion let's stop blathering on about helmets and focus on the stuff that actually works, pushing back against individual motorisation, building good public transport and good cycling and walking infrastructure.

Avatar
Rich_cb replied to marmotte27 | 1 year ago
1 like

I'd disagree that case control studies are 'crap'. A well designed case control study will produce high quality evidence.

I agree that all those measures will be more effective systematically but on an individual level there aren't many options available to a cyclist. The roads are unfortunately dangerous enough that PPE is a valid choice for most cyclists so discussing the efficacy of the most commonly used piece of cycling PPE is a valid exercise.

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GrantT | 1 year ago
0 likes

A big brain moment come to life.

Avatar
Awavey | 1 year ago
0 likes

a Dutch team, with a Dutch sponsor (Jumbo not Lazer obv), not sure I understand why theyve done this

Avatar
eburtthebike replied to Awavey | 1 year ago
8 likes
Awavey wrote:

a Dutch team, with a Dutch sponsor (Jumbo not Lazer obv), not sure I understand why theyve done this

To sell helmets.  As the old saying goes "When you don't understand what's going on, follow the money."

Avatar
Awavey replied to eburtthebike | 1 year ago
1 like

well maybe I was taking the more philosophical angle  3

I mean look Lazer make this Wout Van Aert limited edition which wont and hasnt received half as much attention https://www.lazersport.com/uk/stories/win-like-wout and is a much more subtle attempt to sell stuff, especially as he doesnt even wear it in races opting for the traditional Red Bull sponsor colours.

but even if you go over to the JumboVisma shop, whilst they sell all kinds of branded stuff you didnt know you needed, you cant buy this helmet.

and JumboVismas core market is Belgium/Holland right, its not us in the UK for sure. Well the Dutch arent going to take any notice of this, and Im not I sure I know what the Belgians think of cycling helmets, but lets presume it splits like normal and the flemish will side more with the Dutch and the Walloons with the French and the Brusselians dont have an opinion on it.

so sure its to sell helmets, but to whom ?

Avatar
Kapelmuur replied to Awavey | 1 year ago
4 likes
Awavey wrote:

well maybe I was taking the more philosophical angle  3

I mean look Lazer make this Wout Van Aert limited edition which wont and hasnt received half as much attention https://www.lazersport.com/uk/stories/win-like-wout and is a much more subtle attempt to sell stuff, especially as he doesnt even wear it in races opting for the traditional Red Bull sponsor colours.

but even if you go over to the JumboVisma shop, whilst they sell all kinds of branded stuff you didnt know you needed, you cant buy this helmet.

and JumboVismas core market is Belgium/Holland right, its not us in the UK for sure. Well the Dutch arent going to take any notice of this, and Im not I sure I know what the Belgians think of cycling helmets, but lets presume it splits like normal and the flemish will side more with the Dutch and the Walloons with the French and the Brusselians dont have an opinion on it.

so sure its to sell helmets, but to whom ?

My observation when riding in Flanders is that people in Lycra riding curly handlebarred bikes wear helmets and most 'civilians' don't.

Avatar
chrisonabike | 1 year ago
0 likes

Hold on to your hat!

Avatar
mark1a | 1 year ago
1 like

Chocks away...

Avatar
quiff | 1 year ago
5 likes

Brace, brace!

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