AI-manipulated image (temporary product rendering). Source: iSi Wearables; AI edit: wemakestories
iSi Wearables appoints leading Belgian distributor as exclusive Benelux partner ahead of the fall 2026 launch of Hövding 4.
A new chapter for cycling protection in Belgium, the Netherlands and Luxembourg
June 3rd 2026, Vienna/Liège – iSi Wearables, the innovation unit behind Hövding and part of the Austrian iSi Group, announces a new distribution partnership with Action Sports SRL, a leading value-added distributor for premium bike and e-mobility brands in the Benelux region. Action Sports SRL will act as the exclusive distributor for Hövding 4 in Belgium, the Netherlands and Luxembourg ahead of the product's market entry in fall 2026. The partnership marks a strategic milestone in iSi Wearables' go-to-market strategy, bringing automotive-grade wearable protection to one of Europe's most cycling-intensive markets at precisely the right moment.
A partnership built on shared ambition
Headquartered in Liège, Belgium, Action Sports SRL has operated as a 'House of Brands' distributor since 1993, with a proven track record in placing leading cycle and action sports brands across more than 1,500 specialized retailers in Belgium, the Netherlands and Luxembourg. The company manages a portfolio of 20 premium brands, combining strong sales capabilities with targeted brand marketing. Action Sports SRL is part of the GROFA group, one of Europe's major distribution networks in the bike and outdoor sector.
The joint strategy combines Action Sports SRL's established wholesale infrastructure with a targeted approach across specialty retail, online channels and direct-to-consumer touchpoints. Together, both companies aim to build strong trade visibility and consumer anticipation well ahead of the fall 2026 launch of Hövding 4.
"Action Sports has the networks, the passion and the proven ability to build premium brands in the Benelux. This partnership is an important step in establishing Hövding 4 in one of Europe’s most dynamic cycling markets — with the right momentum from day one.” – Alexander Haag, Managing Director at iSi Wearables
“We have followed the Hövding story for years and always believed in the concept. When iSi reached out, the fit was immediately clear. Hövding 4 represents a completely new generation of wearable cycling protection." – Lieve Boon, Head of Sales Benelux, Action Sports SRL
With more than 500,000 units sold across Northern Europe, Hövding has already proven itself as a successful and highly differentiated addition to the cycling category. The concept provides specialty retailers and lifestyle stores with a premium, innovative product that complements their existing range of urban cyclist protection products.
For urban cyclists who choose not to wear traditional helmets, Hövding 4 offers a compelling alternative, combining automotive grade safety technology with comfort, convenience, and contemporary design.
Automotive-Grade Safety, redesigned for urban cycling
Hövding 4 is not a product refresh — it is a completely re-engineered system developed from the ground up under automotive-grade development principles.
While the iconic exterior design remains familiar, the technology inside has been fundamentally redesigned. The new system combines AI-supported sensor technology with an entirely new neural network algorithm for accident detection, significantly increased processing power for high-fidelity motion analysis, a redesigned electronics and software architecture, and advanced airbag folding and deployment dynamics inspired by automotive engineering programs.
The result is a new generation of wearable protection for cyclists based on automotive grade standards.
"For us, Automotive Grade Safety is not just a claim — it defines how we engineer products. It is a way of working: how we select suppliers to meet our standards, how we validate each development stage and set up rigorous testing procedures. Hövding 4 stands for a new level of trust – built on testing, engineering precision and decades of protecting lives." says Alexander Haag, Managing Director at iSi Wearables
With distribution partnerships now confirmed across the Nordic region (MnO International AB, covering Sweden, Norway, Denmark, Finland and Iceland), Germany and Austria (covered by Sports Nut GmbH) and the Benelux (Action Sports SRL), iSi Wearables has systematically built a European retail footprint ahead of the fall 2026 launch of Hövding 4.
About iSi Wearables
iSi Wearable Safety GmbH is iSi Group's division for wearable protection and the new owner of Hövding. The company combines human-centred design with automotive-grade safety engineering to redefine protection in modern mobility.
About iSi Group
iSi Group is an international industrial group headquartered in Vienna, operating in Culinary, Components, Automotive and Wearables. iSi Automotive is a Tier-1 supplier of passive safety systems to global car manufacturers, designing and manufacturing airbag solutions with around 4,000 employees in six countries
For more information or trade enquiries, please contact:
Company contact:
iSi Wearable Safety GmbH
Kürschnergasse 4
1210 Vienna, Austria
Phone: +43 1 246-0
e-mail: Info.Wearables@isi.com
web: wearables.isi.com | hovding.com
Agency contact:
PUNKT PR GmbH
Benjamin Kolthoff
Völckersstraße 44
22765 Hamburg
Email: bkolthoff@punkt-pr.de
Sales contact Benelux :
Action Sports SRL
Lieve Boon
Email: lieve@actionsports.be
Web : www.actionsports.be