At UNIT 1, our mission has always been clear: to make cyclists safer on the roads. Recently, we decided to take our message a step further with a bold and revealing video project. What began as an attempt to showcase "the problem" turned into a life lesson that reinforced our commitment to the importance of Active Safety.
The Challenge: Showing the Real Danger
For years, we’ve addressed cycling safety with care, but this time we chose to confront the issue head-on. Our goal was straightforward yet daunting: to capture the raw reality of cycling risks by recreating a crash caused by low visibility. This wasn’t just about storytelling—it was about showing the dangers cyclists face while sharing roads with multi-ton vehicles.
Know thy enemy
What we didn’t anticipate was how our staged crash would almost become a real one. Filming late at night, after countless takes, fatigue set in—and in a split-second distraction, we came close to experiencing the accident we were simulating.
This unnerving moment hit us hard. It was a stark reminder of how quickly things can go wrong on the road, especially when visibility is low. Ironically, the realism we aimed for—cutting it close again and again—brought us face-to-face with the very dangers we’re fighting to eliminate.
Reinforcing Our Mission
This experience only strengthened our resolve. At UNIT 1, we’re not just selling gear; we’re on a mission to revolutionize cyclist safety and save lives. Our Active Safety gear is specifically designed to prevent these avoidable accidents. If anything, seeing 'the problem' this clearly, it reminded us why we do this in the first place: to make riders as safe as they can be and try to avoid those (very avoidable) crashes from ever happening.
Growing Impact
We are proud to announce that we have reached a significant milestone: over 40,000 people around the globe are now using our Active Safety gear on bikes, e-bikes, scooters, and boards. Each of these users represents a victory in our fight for safer roads.
Looking Ahead
This project, with all its challenges and close calls, has reaffirmed our dedication to innovation and excellence. We’ll continue refining our products, pushing boundaries, and advocating for a safer future for cyclists everywhere.
Join the Movement
If you’re not yet part of the UNIT 1 community, we invite you to join us in our mission for Active Safety. Visit our website to check out our holiday season deals and equip yourself with the best in cyclist safety gear.
Together, we can make the roads safer for everyone. Because at UNIT 1, we believe every ride should be a safe adventure. Feel free to modify any sections as needed!
