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MIPS uses an ingredient brand business model, partnering with helmet manufacturers to integrate its safety technology directly into their products, rather than manufacturing helmets themselves. This approach boosts brand recognition, ensures revenue diversification, and expands its addressable market. By leveraging the global marketing resources of its partner brands, MIPS can effectively reach a wide customer base with minimal costs, gaining high exposure to end users.

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As the market leader in helmet-based safety, MIPS is uniquely positioned to capitalise on growing demand for advanced protective helmets. To maintain this competitive edge, MIPS is committed to reinvesting 5% of net sales annually in research and development, ensuring continuous innovation and the enhancement of its technology. Competition from other ingredient brands that market a solution for protection against the rotational motion is currently limited to a few players who have a few customers as a base. MIPS's signature yellow inner lining has become an iconic feature, establishing a distinctive and instantly recognisable brand identity that is difficult for competitors to replicate.

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After facing challenges in the consumer market over the past few years, MIPS is now at a critical inflection point. In the first nine months of 2024, the company demonstrated impressive financial and operational growth across all its key segments: Sports, Motorcycle, and Safety helmets. Organic growth surged by 29%, with the Safety helmet category experiencing an extraordinary 92% increase in demand, driven by increasing demand for helmets equipped with Mips technology. Despite its leadership position, MIPS has penetrated only a fraction of the total addressable market, signalling substantial opportunities for continued organic growth in the years ahead.

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MIPS' products must meet various global safety standards, and changes in helmet regulations or safety certification requirements could delay product approval or require costly adjustments. Such changes might limit MIPS' ability to expand or force it to redesign products, potentially harming its financial performance.

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While MIPS is a market leader, it faces competition from other brands in the ingredient brand market. If competitors introduce innovative technologies or gain stronger footholds with key manufacturers, MIPS may lose market share. Continued investment in research and development is essential for maintaining its competitive edge and market dominance.

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MIPS' business model relies heavily on partnerships with helmet manufacturers. If these partners face financial difficulties, change their business strategies, or switch to competing technologies, MIPS could see reduced demand for its products. Additionally, any changes in the pricing or terms of these partnerships could negatively impact MIPS' profitability.

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While MIPS holds proprietary technology and maintains a strong competitive edge, the risk of new entrants introducing disruptive innovations remains a potential threat. To counter this, MIPS consistently invests around 5% of its net sales annually in research and development, ensuring it stays at the forefront of helmet safety technology. However, the emergence of entirely new solutions could still impact the competitive landscape. Similarly, the availability of counterfeit products is challenging market growth, particularly in developing regions. The rise of Chinese manufacturing has also increased the risk of counterfeit MIPS bike helmets. To counter this, MIPS has established partnerships with over 150 helmet manufacturers worldwide. Notable collaborations include Alpinestars, Fox Racing, and Thor MX, all of which integrate MIPS technology into their helmets.

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MIPS product offerings can be put into three categories 1) Sports helmets 2) Moto helmets 3) Safety helmets. The market for different types of Sports helmets is estimated at 65 million helmets sold annually. Bike helmets account for the largest proportion of these helmets, but the category also includes helmets for snow sports, equestrian helmets, and helmets for various team sports. The market for the Moto category is estimated at 85 million helmets annually. Safety helmets make up the largest market, estimated to be 400 million helmets annually, including 390 million helmets for industrial use and 10 million in Law Enforcement and Armed Forces (LEAF), which include helmets for police, the military, and rescue services.

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MIPS helmets are distinguished by their innovative Multi-directional Impact Protection System, which incorporates a low-friction layer inside the helmet. This design allows the helmet to move slightly relative to the head during angled impacts, thereby reducing rotational forces that can cause brain injuries. This technology emulates the brain's natural protective mechanism and has been integrated into helmets across various activities, including cycling, snow sports, and motorcycling, enhancing safety by mitigating the risk of concussions and other brain injuries.

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MIPS AB strategically allocates approximately 5% of its net sales annually to research and development (R&D), underscoring its commitment to maintaining technological leadership in helmet safety. MIPS is broadening its focus beyond rotational motion protection to address overall helmet performance, aiming to offer integrated safety solutions. They are also exploring opportunities in previously untapped helmet categories, such as industrial safety and equestrian sports, to diversify its market presence.

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Mips operates today as an ingredient brand. This means that Mips sells its products to helmet manufacturers who implement Mips technology in helmets that are then marketed to end users. Mips is the owner of approved patents for several helmet-related innovations in the US and several countries in Europe and in other markets. Competition in the ingredient brand space for rotational motion protection remains limited, with only a few players serving a small customer base. MIPS’s technical sophistication, coupled with its strong reputation for delivering scientifically validated safety solutions, creates high barriers to entry. This combination of proprietary technology and market credibility ensures MIPS maintains a competitive edge, further strengthening its leadership position in the industry.

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Max Strandwitz has been CEO of Mips since since 2019. He was previously CFO at Mips AB, CFO Operations at Cloetta AB and Finance Director at Unilever Supply Chain Company and Unilever Nordic.

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78,025 shares
56,500 warrants, relate to holdings per 31 March 2024.

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Karin Rosenthal has been CFO of Mips since 2020. She was previously Finance manager at Volati AB, Manager global accounting services Klarna, Group Consolidation manager Fabege AB. She has a degree in Business and Economics from Stockholm University.

Holdings in the company

280 shares
19,000 warrants, relate to holdings per 31 March 2024.

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Pernilla Holmgren has been VP of Brand & Marketing since 2024. Previously Global Head of Trade Marketing at Mips, Global Marketing Manager Home at Dometic, Senior Brand communications Manager & Retail Space at adidas. Master’s degree, International Economics and Business program at Linköping University.

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Cedric Marmeys has been COO since 2023. Previously Head of Logistics at Daniel Wellington AB, Procurement Manager at Antalis AB and Supply-Chain Manager at Groupe FSD. Master in Industrial Enginerering at Linköping University & INP Grenoble.

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