Marix Stone and Dr. Nancy came on Shark Tank with the concept that a helmet is essential equipment for motorcycle riders. But because of the simple design of the helmets, they try their best to avoid helmets, which causes disastrous accidents and deaths. Their business is unique compared to traditional helmets, turning three-dimensional artwork into bold protective headgear.
Marix is a sculptor and motorcycle enthusiast who noticed this and set out to invent a new helmet that combines art with functional safety.
Their company creates three-dimensional sculpted motorcycle helmets that could be customized to customers’ demands; their unique features are skulls and other shapes that attract the eyes of the buyer.
They came on Shark Tank seeking $500,000 for 20% equity in their company, Hells Bells Helmets. In this article, we will discuss their sales, price, margin rate, manufacturing cost, and whether they secured the deal or not.
Hells Bells Helmets Net Worth
Marix Stone and Dr. Nancy Tanchel went on Shark Tank asking for $500,000 for 20% of Hells Bells Helmets. This meant they valued the company at $2.5 million. They accepted an on-screen deal with Daymond John for $500,000 in exchange for 50% of the company. That deal valued Hells Bells Helmets at $1 million. The episode aired on January 8, 2010. The deal with Daymond did not close, but the company continued growing, expanded into motorcycle gas tanks and fenders, and later rebranded as Bad Ass Helmets. The business was reported to generate about $12 million in annual revenue and continues operating through online and retail channels. Based on that reported revenue and its continued business activity, the current net worth of Hells Bells Helmets, now Bad Ass Helmets, is estimated to be around $24 million to $48 million as of 2026.
Did Hells Bells Helmets Get a Deal on Shark Tank?
Yes, they secured the on-air deal from Daymond John, but after the episode, they did not agree and never proceeded with the deal. Marix and Nancy initially asked for $500,000 for 20% equity in their company; they designed a customized three-dimensional sculptured helmet design that looks cool and also provides safety for the rider.
The Sharks were concerned about the company’s mass-market growth potential. And as you guys said, you offered a customized helmet, which will be for specific customers, but the investor wanted to know how to maintain and increase sales without losing the unique customized option that makes it different from traditional helmets.
Despite individually selling helmets, Daymond saw the potential and wanted to invest in the company. That’s why he offered them a deal of $500,000 for 50% equity, which was accepted by the founders in the episode, but later things did not work out as they wanted from both sides.
Later, the founders decided not to partner with Daymond and wanted to manufacture the helmet by making some changes, which made them uncomfortable because they thought it might affect the quality of the product.
That’s why they did not proceed further with each other.
Hell’s Bells Helmets Shark Tank Deal Table
| Shark | Offer | Accepted? |
|---|---|---|
| Daymond John | $500,000 for 50% equity | Accepted on air, but later refused |
| Robert Herjavec | Out | No |
| Barbara Corcoran | Out | No |
| Kevin O’Leary | Out | No |
| Kevin Harrington | Out | No |
Founders’ Backstory
Marix Stone is a sculptor and motorcycle enthusiast; he got the idea for the Hell’s Bells helmet when he noticed that motorcycle riders wanted a helmet that looked cool and maintained safety also. That’s how he invented a three-dimensional sculpted motorcycle helmet, which has unique features of customization. And Dr. Nancy helped him deal with the business side.
Together, they turned a simple idea into a unique three-dimensional business and a commercial enterprise. They faced different challenges, but their biggest challenge was balancing increased sales without compromising on the unique craftsmanship, which made it different from traditional helmets.
So that’s how they launched their product and got an amazing response from customers, which made it happen on Shark Tank.
Hells Bells Helmets Shark Tank Pitch
Marix and Nancy started their pitch on Shark Tank by highlighting the fact that everyone wanted a helmet that looked cool and also provided functional protection. That’s why we came up with the idea of merging safety with art.
Our Hells Bells helmet has unique features like three-dimensional sculpted, customized options. It’s not like adding any decorative accessories. They claimed that they worked under the instructions of DOT certification.
The Sharks wanted to know how they would manufacture larger quantities without compromising on the quality and profitability of the helmets. Further in the article, we know the other important aspects.
Shark Questions, Negotiations, and Reactions
Every Shark had a different reaction to the product, and they asked different questions individually.
Kevin O’Leary and Barbara Corcoran did not see the potential and margin in the business to invest. The founders replied that they sought $500,000 for 20% equity. But the Sharks did not think it would fit their interests.
Kevin Harrington questioned how you guys would increase your sales and what your future strategies are. The founders replied that their customized design helmet had the distinctive ability to increase sales. Kevin was not satisfied with the answer and did not find it interesting.
But Daymond saw the potential in their business and gave them an offer of $500,000 for 50% equity. Even though they sought 20% equity. But after negotiation, they locked the deal but later faced clashes about it.
Why Some Sharks Said No
The Sharks said no to the deal for the following reasons:
The Sharks were concerned that, because of their customized option product, they have a limited target audience: only those who want to use the customized helmets. Even though every investor in the market wanted to invest in a product that has a higher target audience, not a limited one.
Another concern of the Sharks is that, because of its sculptural design, it requires special skill and quality control, so creating a higher quantity of the product without compromising on quality would be difficult.
Even though Daymond made an offer, his demand for larger-scale production did not match the founders’ preference because it could damage product quality.
Where to Buy and Product Features
Customers can buy the product from their official website, badasshelmet.com. The price of the product ranges between $100 and $300, depending on the complexity of the helmet customization. The manufacturing cost ranges between $50 and $100.
The unique features of the Hells Bells Helmet are as follows:
- Three-dimensional sculptural style that turns into bold designs so the riders can express their personalities.
- They focused on craftsmanship and designed the helmet according to the buyer’s instructions.
- The company offered several designs through their several brands, like Bare Bones, Rocker, Rose Tattoo, and Stealth.
All these features made a noticeable difference from the other traditional helmets.
What Happened to Hell’s Bells Helmets After Shark Tank?
Their appearance on Shark Tank gave them huge numbers of customers. Even though they secured the deal with Daymond on air, it later did not work out.
They expanded the category of their company to include gas tanks and fenders. They also got the opportunity to come on the television series Sons of Anarchy, and they created customized helmets.
Later, the company changed its name to Bad Ass Helmets, strengthened its value and identity, and became a well-known handcrafted helmet brand.
The company received orders from its online website and local stores, which increased its sales surprisingly.
Conclusion
Hells Bells Helmets came on Shark Tank with a unique but exciting idea: to give customized 3D helmets to riders that reflect their personalities.
Even though they received the deal from the Shark, they later refused it because they did not compromise on the fact of customized design, which makes them stand out from other traditional helmets.
Their decision to back off from the deal shows their dedication to their product, as they wanted to give the handcrafted design helmet to the customer, but if they compromised on this fact, then their uniqueness would fade away.
After their appearance on Shark Tank, they introduced new products. This shows their continuous growth. So, stay tuned to learn about their future goals, success, and new products.
