Ruroc’s new EOX pioneering safety and style

Updated: 21 August 2024

Paid partnership with Ruroc

Red light starbursts off sweat-speckled shoulders as heavy hessian ropes thud against the rubberised floor. Metal weights clang off beat to a relentless techno bassline. “A healthy team is a happy team,” beams the instructor.

As smiles shine neon pink in the dimly lit gym, I’d say he’s right. If motorcycling is ageing, Ruroc is a shot of youth serum. The fitness suite with an in-house coach is just one of the many eyebrow-raising facilities inside the Gloucester HQ of biking’s newest helmet firm.

The R&D department bristles with all the fervour you’d expect from a tight team of engineers and creatives, most of whom are under 40. Young talent for a young company.

Born in a blizzard

In 2010, after suffering facial injuries while snowboarding in the Canadian Rockies, Ruroc’s founder created the world’s first full-face ski helmet: the RG1. Its innovative design captivated not just extreme skiers and snowboarders, but also skydivers, celebrities and even F1 pit crews.

Motorcyclists soon showed interest, prompting the launch of Project DOT in 2017 to develop a bike-specific helmet. By 2019, Ruroc introduced the Atlas 1.0, evolving into the Atlas 4.0, one of the first helmets to meet the stringent ECE 22.06 safety standard. The new EOX is the latest and most innovative moto helmet platform to date, setting a new benchmark in safety, comfort, and design for motorcyclists worldwide.

Community-Driven Evolution

In these social media-obsessed times, ‘community’ is often used for bragging rights – a mark of success measured in likes and shares. Yet for Ruroc, who’ve taken the bold step of selling direct online, the connection to the riders who wear their helmets – and the connection between those riders – is vital.

“We’ve got over 400,000 customers worldwide, and our Facebook group ‘The Ruroc Motorcycle Gang’ has almost 75,000 active members,” reveals Hollie Weatherstone, Head of Brand. “And these Ruroc fans are vocal – we hear in real time what they love, and we hear it even quicker what they don’t! But this dialogue means we can evolve quicker than anyone else.”

Style with Substance

Behind Ruroc’s distinctive streetfighter-style helmets lies a profound commitment to safety. Their on-site lab is equipped with advanced testing facilities, including drop towers, roll-off test rigs, and strain gauges. These tools are essential for meeting the latest ECE 22.06 standard.

Tom Savage, Head of Design and Engineering, explains, “Having our own test rig means we can rapidly experiment and refine our designs to maximise both safety and comfort.” Their composites lab allows for the creation and testing of different carbon composite formulations. “We go through lots of iterations, with different tweaks to the lay ups and different composite blends.”

Ruroc has also integrated Rheon, a UK-invented non-Newtonian polymer, into their helmet linings. Used by the NFL and brands like Adidas this material enhances impact absorption and mitigates brain injuries caused by rotational forces and blunt impacts. The Atlas 4.0 scored four out of five in SHARP testing, and the company is hopeful the EOX will achieve a five-star rating.

Champion Connections

Taylor Mackenzie, 2016 National Superstock champ, Moto3 Team Manager and YouTuber somehow finds time to help Ruroc with R&D, too. “I’ve worked with a lot of helmet brands,” he begins, “they were all really good, but then I came here and I’d never seen anything like it. It’s a really forward thinking company and everyone’s really young so it just clicked.”

Now retired from racing, the 30-year-old says that he’s pleased that he can use his vast experience and skill to help the British manufacturer evolve. “Normally, when you’re racing in the UK, you’re just dealing with helmet distributors so any feedback that you have might not make it back to the factory. But here, we’re out track testing and straight away I can relay information directly to the engineers who are making it.”

Taylor Mackenzie works with Ruroc helmets

Future Prospects

Ruroc’s dedication to safety, rigorous R&D, and community-driven innovation position them as a formidable player in the motorcycle helmet market and the latest EOX platform is a testament to that. With state-of-the-art testing facilities and a commitment to continuous improvement, Ruroc is not only redefining helmet safety standards but also forging a strong connection with their customer base. Despite initial scepticism due to their online-only sales model, Ruroc is addressing this by rolling out ‘Brand Hub’ locations. These hubs will allow potential customers to try on EOX and Atlas 4.0 helmets and experience the designs up close before purchasing online.

With a youthful, innovative and non-conformist attitude, Ruroc have huge and exciting plans for the future. “Our mission is clear”, states Hollie, “to become the thrill-seeker’s head protection of choice. We want to continue to build a like-minded, passionate community across a variety of sectors who want to get more out of life through riding. We’re crazy excited for what the future holds – world domination awaits!’