Brand Story

Bell began as a small auto parts store in a suburb of Los Angeles, Bell California. Growing under the leadership of Roy Richter, Bell became a leader in safety equipment for auto racing, motorcycling and bicycling. His commitment to creating great products through a close connection with the sport, along with his trust and care for the people who worked for him, turned Bell from a one-man entrepreneurial operation to the premier safety helmet company in the world.

Roy Richter’s product development philosophy was based on working with the best drivers to develop purpose-built products proven in the most demanding racing environments including the Bonneville Salt Flats and the Indianapolis Motors Speedway.

It Takes A Lot to Finish First

As a racer, car builder and inventor, Richter understood winning requires an amazing combination of cutting-edge technology, seamless teamwork, proven skill, dedication and unwavering nerve. It also takes a good deal of precaution. As a company of first, Bell has never stopped the pursuit of serious head protection through innovation and a focus on the future. Bell was the first company to be Snell certified, introduce an energy absorbing liner system, build a full-face helmet, fire retardant helmet, aerodynamic helmet, anti-fog shield and homologate an FIA 8860 “super helmet”. That same forward thinking defines everything we do and is exhibited in every high-performance racing helmet we build. Delivering the ultimate in protection, innovation, technology and reliability, it’s no wonder why more champions have proudly worn Bell Helmets than any other brand.

Time Tested, Champion Trusted

For over 65 years, our commitment to innovative design and progressive approach to safety has defined Bell Racing. That same attention to detail continues today throughout our entire line of products making each Bell helmet unique and worthy of being worn by the world’s best drivers.

From our first helmet manufactured in a garage behind Bell Auto Parts in 1954 under the leadership of Roy Richter, to the present line, we're constantly breaking new ground in safety and technology innovation. We know that, as quick as the final flash of that checkered flag, the future soon becomes the past—so we don't look back, we keep pushing forward, searching for the next finish line, the next win in a long history of wins.

That legacy continues today with the purpose of creating and producing state-of-the-art auto racing helmets that enhance driver performance and maximizes protection.