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About POC

POC is a Swedish company, built on a strong mission; to do everything we can to possibly save lives and to reduce consequences of accidents, for gravity sports athletes, by developing and renewing what personal protection is all about. POC has in many ways already set a new standard when it comes to technical solutions, construction, material combinations and engineering, with patented solutions, to increase the degree of protection. POC works in a cross scientific way, from the office at Nacka gatan 4, in Stockholm. The organization involves competences from different fields, such as engineers, material specialists, industrial and graphic designers, neurologists and back specialists. Stockholm is an important centre for some of Europe’s leading research and development experts in the areas of safety, medicine, health care, advanced product development and testing. All our products have been tested by top world gravity sport athletes and then further refined to perfection. Our athlete friends love to go flat out but without suffering cuts, bruises and headaches, or in the worst cases, risking back or brain damage as a result of crashes that sadly happens to even the best athletes. The end result is a line of lightweight, high performance gear that offers the ultimate protection against injury thanks to superior impact absorption and penetration resistance. When developing a product at POC, we do it in the spirit of doing the best. We never compromise in choosing materials or construction, and we never compromise safety, quality or performance.


AVIP stands for Attention, Visibility, Interaction and Protection and is our most ambitious initiative to date, promoting safety for road cyclist.

POC is a Swedish company with a strong mission to do the best we can to possibly save lives and to reduce the consequences of accidents for gravity sports athletes and cyclists.

Currently skiers, snowboarders and MTB cyclists around the world use POC helmets and armor, with some winning the Olympics, World Championships and X Games, while others may just want the right protection to go downhill biking at their favorite location.

It is great to witness the growth in road cycling, but this growth also brings to light the risks and safety issues involved in sharing roads with motorists, other cyclists and pedestrians.

We have always considered being part of road cycling as a natural evolution as we wanted to take our experience and knowledge in developing groundbreaking protection into the road bike scene. For capacity reasons we have deliberately held back but observing a number of trends and issues, combined with our mission, we felt the responsibility to act.

Some of the trends that worried us include; how infrastructure is developed for cars, the lack of interaction between road users, respect and understanding among road users and the constant hazard of being run into by a car. Further, half of all casualties on rural roads, and 92% of reported cyclists killed or seriously injured, occur in accidents involve other vehicles, most often a car.

This has led us to consider a platform, which is a true reflection of our mission and brings a new relevance to road cycling. Through our medical and performance forums, POC Lab and WATTS Lab, we investigated and researched different areas to better understand the specific hazards in road cycling and where gains could be made.

We looked deeper into the problem, researching and studying perception, visibility, color and contrast, communication, psychology, digital technology, aerodynamics and more.

AVIP is the result of our work and is our most ambitious initiative to date, promoting safety for road cyclists. It is a vision and concept, which has been created by collaborating with some of the best minds in science, health and technology to redefine the future of road bike safety and performance.


The four core elements that make up AVIP: Attention; Visibility; Interaction and Protection, are designed and developed to work individually as well as in collaboration.


Is about achieving a simple, but crucial, objective and grabbing others attention to your presence. Attention uses the best possible tools to ensure a cyclist is recognized clearly, and in milli-seconds, by others in traffic through addressing the five senses independently or in combination.


Optimizing visibility in a number of different situations and scenarios, including season, weather, time of day, distance, environment and light conditions. Through scientifically understanding how, color, material, contrast, patterns, motion and light interact it provides an insight to develop the best possible visibility and recognition on the road.


It is about researching the possibilities and opportunities for communication and technological interaction between a rider, motorists and pedestrians to support proactive safety. Interaction applies new ideas to what can be done with modern technology to allow a rider to worry less about other road users and surroundings and focus solely on riding. Interaction also supports communication with the outside world in post incidents situations where there is a need for rescue or emergency.


The core of POC’s experience, understanding how to develop physical protection focuses on minimizing the amount of energy being transmitted to the users brain and body. All engineered with innovative technology and a specific user and activity in mind, ultimately optimizing protection without compromising performance.

Besides developing high performance helmets, which promote new safety features, aerodynamics and overall performance, there are a number of new functional, technical, performance products for road cyclists.

These have been developed to support attention, visibility, interaction and protection – including the finest and most uncompromising cycling clothing, materials, making, accessories and functional details for efficacy, without sacrificing safety.

We want to change the future of road cycling. AVIP represents the beginning of our vision.
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