Minneapolis MN, USA - Lazer Helmets, a Belgian based designer and manufacturer of bicycle, motorcycle and leisure helmets, has established an office in the United States. Christopher Smith, formerly of TIME SPORT USA and a 20 year veteran of the bicycle industry, will be working for Lazer Helmets to increase the brand awareness and overall sales of Lazer bicycle helmets.

"We are going to work on developing a stronger relationship between Lazer and traditional media sources. We'll also be working with new media and social networks to develop a stronger following of the Lazer brand in the United States," Smith explained. "We want to use the current promotion and sponsorship program to increase the visibility of the teams that Lazer works with in the USA. I will be working closely with the Lazer distributor in the USA, Quality Bicycle Products, to continue to increase the network of Lazer helmet dealers as well as providing support to those dealers in order to help them continue to be successful selling the Lazer brand."

Quality Bicycle Products Softgoods Sales Manager Mike Roering stated "With the demand for Lazer helmets experiencing very rapid growth in the US market, Chris will prove to be a great resource in providing Lazer information to consumers, dealers and the media."

"With the long history Chris has in the bicycle industry he's the perfect match to reinforce our position in the USA" Peter Steenwegen, Lazer International Sales Manager explained, "Helping more people come in contact with our unique retention system, Rollsys, will lead our way to continued growth and success."

Compared to the standard fit systems, the Lazer Rollsys® system is a fully integrated mechanism which surrounds the head completely. By turning a smooth thumb wheel - situated on top of the helmet - the Rollsys® system permits an accurate and progressive peripheral sizing adjustment. The fit of the helmet is symmetrically tightened without any pressure points on the head. The Rollsys® system offers an innovative one hand use and is easy to handle even during riding. The Rollsys® system can be found on the following Lazer helmet models in 2009: Tardiz, Helium, Genesis, O2, Urbanize, Nirvana and Krux.

Lazer Helmets has been in business since 1919 and is the oldest helmet manufacturing company in the world. Lazer Helmets' objective has always been to find a synergy between design, comfort and technology. Lazer Helmets have been used by road and cyclocross World Champions, Tour de France stage winners, road and MTB cyclists worldwide. Lazer Helmets have been available in the United States since 2002.