Welcome to the future of horse riding safety with Y/ELM+
Summary
Y/ELM+, a Stockholm-based startup focused on developing next-generation horse rider safety and protection solutions, has brought together some of the most well-known investors and VCs in Sweden for its first investment round before the brands planned launch in Q4 22. As a sport, horseback riding accidents are more dangerous than skiing and motorcycling, and they are the leading cause of sports-related traumatic brain injuries. This group is looking more to Nike apparel than Barbour for style inspiration.Y/ELM+ leveraged a materials and technology-focused approach in designing its horseback riding helmet and safety solutions. It differentiates itself from the industry competition by offering modern, ultra-customizable designs aimed at unobtrusive and high-performance riding product features similar to rider protection solutions in other high-risk sports, but not yet implemented in horse riding.Erik Lid\xe9n is the co-founder and Chief Product Officer at Y/ELM+ and brings to the table strong expertise in developing safety apparel and accessories for snow sports and cycling. Apart from having led his own startup, he worked at the Swedish company POC Sports since its inception, which provided Lid\xe9n ample experience in building helmets, eyewear, body armor.