LEM Helmets Welcomes Ultra-Endurance & Adventure Cyclist Jay Petervary To Ambassador Team

March 14, 2019

Accomplished, seasoned, and full of grit, Petervary joins LEM’s team with his versatile riding and never-stop-searching persona.

MORGAN HILL, Calif. (March 14, 2019) – LEM Helmets, manufacturer of safe, stylish, and performance-driven cycling helmets for road, mountain, commute, and kids, welcomes Jay Petervary to its growing ambassador team. Charismatic, focused, and driven, Petervary – AKA JayP – is no stranger to finding success through overcoming challenges in the saddle, and brings more than 25 years of experience and accomplishments in ultra-endurance and adventure racing to the LEM team.

“Simply put, JayP is an animal on the bike, on any terrain. His relentless hard work, devotion to finding the next best ride, and stewardship for the sport of cycling is legendary, and we can’t be more excited to have him join the LEM family,” said Keith Cozzens, Global Brand Marketing Director at LEM. “Whether pedaling on snow, dirt, or pavement, JayP is always doing it with a smile on his face and an encouraging, professional attitude. His spirit and passion for cycling align with LEM’s values, and we can’t wait to watch our partnership grow.” 

It’s an understatement to say Petervary loves cycling. He’s dedicated the better part of his adult life to it. From ultra-endurance racing to adventure riding, Petervary’s dedication, strength, and ability to push the envelope has notched him numerous feats, including: 11-time Ultra Iditarod finisher with wins on the 350 and 1,000-mile routes, six-time 2,800-mile Tour Divide finisher and previous record holder, three-time Italy Divide finisher, two-time Arizona Trail Race (750 miles) finisher, and four-time Dirty Kanza 200 finisher and Dirty Kanza XL (350 miles) tandem finisher. 

In September 2018, Petervary conquered one of his most challenging races to date, riding more than 1,000 miles across Kyrgyzstan in the Silk Road Mountain Race. The event was so demanding that of the 98 competitors who started the race, only 29 finished. After traversing every terrain imaginable – sometimes pedaling for 12 hours without water – Petervary captured first place. 

Based in Victor, Idaho, Petervary trains year-round and is a true ambassador of the sport. With two-plus decades of endurance and adventure riding under his tires, Petervary also invests much time and resources in giving back to the cycling community – from speaking at clinics to hosting his own events and winter cycling camps. He is also an ultra-endurance cyclist for Salsa Cycles. 

“I’m really stoked to be apart of LEM. The mission and direction the brand is headed aligns well with everything I do, and I look forward to continuing to grow with them,” said Petervary. “It’s important to me to have a relationship with my brand partners that goes beyond just gear. Collaborating on projects and other brand aspects helps build a strong bond and I’m excited to do that with LEM.” 

Petervary joins current National MTB Marathon Champion Amy Beisel on LEM’s ambassador team. 

LEM’s flagship family of products includes seven distinct helmets and 50 colorways in the road, mountain bike, commuter, and kids categories. The brand will introduce new, highly-featured road and mountain bike helmets later this year which will compliment its existing collection and further illustrate LEM’s strong product design and development capabilities. Find LEM at dealers nationwide and direct through its website.

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About LEM Helmets
Built on a legacy of innovation, LEM gives riders the peace of mind that comes from knowing their helmet has more than 30 years of safety technology woven into its design. Its approach to product-talk highlights the joy of riding, while tech clearly and confidently compliments the conversation. After all, the purpose of tech is so riders can focus on getting after it. LEM is a lifestyle fueled by the simple belief that life is more fun on a bike. They are on a mission to help riders – novice and seasoned – get the most out of life on two wheels. With clean silhouettes and colorways in the road, mountain bike, commuter, and kids categories, LEM focuses on safety, style, comfort, and performance. LEM inspires you to find your everyday ‘Hell-Yes’ moments. For more:

MEDIA CONTACT: Jordan Wilsted,, Verde Brand Communications, 970-259-3555 x122