Bell Helmets Names Race FX as its New Distributor for the UK

Bell Helmets and Race FX have announced a strategic marketing and distribution agreement in the United Kingdom. Race FX brings experience and resources as a leading distributor of motorcycle products and accessories. This strategic partnership continues the brand's global revitalization and re-alignment efforts.

Bell Helmets and Race FX have announced a strategic marketing and distribution agreement in the United Kingdom. Race FX brings both experience and resources as a leading distributor of motorcycle products and accessories.

Bell, having been in the helmet industry for nearly 60 years, sees the U.K. as an important market in the company’s ongoing efforts to expand and strengthen its global distribution. The U.K. represents a key market for the motorcycle business, not only in terms of bike sales but also given the region’s strong lifestyle and cultural tie to motorcycling. With some of the most iconic brands and riders in the world hailing from the U.K., it is important for Bell to expand and bring its heritage to a new market.

“I am thrilled to be working with a young and energy packed distributor like Race FX,” said Ash Kane, Bell Helmets international sales manager EMEA. “Their enthusiasm for the brand and motorcycling in general is exactly what we are looking for in a distribution partner.”

Race FX will launch a series of dealer showcases to announce the arrival of Bell into a new geographic region.

“Bell is a leader in motorcycling and a true innovator when it comes to rider safety and protection,” said Paul Irwin, Race FX managing director. “We are thrilled to be custodians of this iconic brand in the U.K.”

The Sturgis Motorcycle Museum and Hall of Fame recently named Marilyn Stemp and Steve Piehl to its board of directors.

Stemp is a pioneering figure in the motorcycle industry, founding IronWorks Magazine with her late husband, Dennis, and becoming the first female editor of a nationally circulated, mainstream motorcycle magazine. She also revived their trade magazine, Iron Trader News; edits the monthly Kiwi Indian News; contributes to several powersports media outlets; and is the founding editor of Sturgis Rider Daily. Stemp is a noted editor and writer of several motorcycle-focused books. Her consistent support for charitable efforts in the industry include the annual Biker Belles Celebration, Las Vegas BikeFest and as campaign chair for the Sturgis Motorcycle Museum’s development plan in 2014. She co-founded the Flying Piston charity events taking place in Daytona and Sturgis each year and is a National Ambassador for All Kids Bike. Stemp was inducted into both the Las Vegas Motorcycle Hall of Fame and the Sturgis Museum's Hall of Fame in 2018, and in 2022 she was recognized as one of the Top 100 Women in Powersports by DealerNews.