French Brand

French Brand

We’re a French brand and we are really proud of our roots.

The first MTB championship in history took place in France (Villard de Lans 1987). And the famous Roc D’Azur was born in 1984 not far away from our headquarters in Cogolin. France is genuinely a reference place for Mountain Biking. Really various terrains allow talented riders to express themselves in various practices from XC to DH without forgetting Enduro.

Some French champions have been crowned all over the world for 30 years now and 2 of them, Sabrina Jonnier and Fabien Barel, are parts of the Urge adventure from the beginning. That’s also one of the reasons why our products are always well thought and relevant. Main example is no doubt the launch of our Archi Enduro helmet, the first helmet ever fully adapted to Enduro Racing thanks to our large expertise of this practice, especially through Fred Glo (often named Godfather of the Enduro) experience.  We do not claim any particular scientific knowledge only legitimate experience and skills.

Therefore from the beginning our brand slogan is : Driven by our Roots and we could add: in France.


Urge bp team is made of talented and passionate athletes (nearly always riders) living and working in the South of France, between Pyrenean mountains and Mediterranean sea. Every member of the team actively works for the growth of the brand whose goal is to produce the best MTB helmets ever.


Fabien Barel: lively legend of MTB, 3 times DH world champion, winner of 2 rounds of Enduro World Series.

Fred Glo: creator of the mythical  Tribe 10000 (the first Enduro race in history which took place in Val d’Allos) and of Enduro Series races, associated founder of the Enduro Word Series, great traveller always in search of the best MTB places all over the world. 

Jean-Pierre « Zoobab » Garnier : well known designer of the MTB world, Mountain Biker, surfer, artist and of course green activist.

Laurent Cornec : talented tennis player and wise businessman

Christophe Gallo :  full athlete (Iron Man, Gravel Bike…) and senior commercial manager.