Y/ELM+ icons

Y/ELM+ is on a mission to transform riding. We strive to effect positive change of the riding sport by making unequaled safety products that allow people to ride safely any way they please without conforming to old norms. An essential part of our DNA and community is riders with a non-conformist spirit. People with an itch to explore the untraveled paths in life and a natural inclination to ride free.

Our editorial series Y/ELM+ Icons highlights individuals who are passionate about riding yet refuse to follow the same old paths and traditions. These icons celebrates a select group of inspiring and bold people who forge their own way—both in life and in the saddle. To us, they are icons of the riding world, pioneers who challenge outdated norms and open up the sport to more people.