Third Eye Design
Third Eye Design, founded in 2009 and headquartered in Pittsford, NY, designs and sells the inView® wireless helmet-mounted brake and turn signal light system for individual motorcyclists, using a patented RF communication protocol. It operates a direct-to-consumer e-commerce model with a US authorized dealer network and no institutional funding.
- Company typePrivate
- Founded2009
- HeadquartersPittsford, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Third Eye Design does
Third Eye Design, Inc. is a private, founder-led consumer hardware company headquartered in Pittsford, New York, that designs and sells the inView® line of wireless helmet-mounted brake and turn signal light systems for motorcyclists. Founded in 2009 by David Werner, the company spent roughly a decade in research, patent prosecution, and over 2,000 hours of focus group study before launching its first commercial product in 2019. The inView system consists of a lightweight (under 4 oz) helmet-mounted LED unit, a motorcycle-mounted transceiver, and an accessory brake light; signals are exchanged using a patented Radio Frequency communication protocol that allocates nearly all helmet battery power to LED illumination rather than to RF transmission, enabling multi-activated brake and turn signaling with 2-3 months of battery life on common AA cells and no manual on/off switch.
The product portfolio has two primary tiers: the inView Plus Full System ($179.95, AIMExpo Best Safety Product award winner) and the inView2 Elite Full System ($299.95), which adds an Advanced Rider Assistance System with crash detection, emergency dialing, Tap-to-Turn, passive braking detection, and inversion protection, along with iOS and Android companion apps for firmware updates and customization. The company's go-to-market is a product-led, direct-to-consumer model: a company-operated e-commerce storefront, a 7% commission affiliate program, and a network of 11 US authorized dealers and installers including RevZilla, Twisted Throttle, and Eastern Performance Accessories, supported by organic social media and earned media from motorcycle enthusiast publications.
Third Eye Design has no disclosed institutional venture funding (the only recorded round is approximately $41,177 in April 2022), no parent company or subsidiaries, and is governed under New York law. The intellectual property position rests on more than 30 international patents and pending applications protecting the core RF protocol and product architecture. The company remains small (1-10 employees) and domestically focused, with no international footprint beyond US patent filings.
Third Eye Design firmographics
Firmographics- Name
- Third Eye Design
- Legal name
- Third Eye Design, Inc.
- Website
- https://thirdeyedesigninc.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Third Eye Design, founded in 2009 and headquartered in Pittsford, NY, designs and sells the inView® wireless helmet-mounted brake and turn signal light system for individual motorcyclists, using a patented RF communication protocol. It operates a direct-to-consumer e-commerce model with a US authorized dealer network and no institutional funding.
- Ownership category
- akta.pro rank
Third Eye Design industry classification
Industry- Product category
- Motorcycle Safety Accessories
- NAICS
- Electric Lamp Bulb and Other Lighting Equipment Manufacturing (335139)
- SIC
- Motorcycles, Bicycles & Parts (3751)
- akta.pro primary industry
- Safety, Lighting & Security Hardware Manufacturing (Helmets/Lights/Locks) (IMACAOAJ)
- akta.pro secondary industry
- Safety Accessories & Wearables Retail (Neck Braces, Hydration, Earplugs) (CRAMANAL)
Keywords
Where Third Eye Design is headquartered
LocationHeadquarters
- HQ city
- Pittsford
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Third Eye Design business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Marketing or Sales, Operations, Personnel
Revenue model
- inView Helmet Safety Device Sales: Sale of wireless helmet-mounted brake and turn signal light systems including the inView2 Elite and inView Plus products, along with accessory units and replacement parts.
- Affiliate Referrals: 7% commission on sales generated through affiliate referral links or affiliate-specific coupon codes.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | inView2 Elite Full System - Advanced helmet brake and turn signal light with all features including crash detection |
| One time/ perpetual license | Pay-as-you-go | inView Plus Full System - Wireless helmet brake and turn signal light |
| Unit Pricing | Pay-as-you-go | Accessories and Replacement Parts |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Third Eye Design product offering
Product offeringCore offering
Third Eye Design designs and manufactures wireless helmet-mounted brake and turn signal light systems for motorcyclists under the inView brand. The product line consists of the inView2 Elite (with crash detection, emergency dialing, and ARAS features) and the inView Plus wireless brake and turn signal light, all centered on a proprietary patented RF communication protocol. Products are sold directly to consumers via the company website and through authorized dealers and installers across the United States.
Product overview
Third Eye Design is a safety technology company that offers a focused product line centered on the inView® brand of wireless helmet-mounted brake and turn signal lights. The portfolio consists of two main product tiers: the inView®2 Elite (available in Red and Silver Reflective Lens variants) as the flagship premium offering with advanced features including crash detection, emergency dialing (ARAS), Tap-to-Turn, and passive braking; and the inView Plus Full System as the award-winning predecessor with core wireless brake and turn signal functionality. Both systems include helmet units, motorcycle transceivers, and accessory brake lights. The company also sells replacement accessories (mounts and screws) and offers an accessory motorcycle transceiver for users with multiple motorcycles. All products share the core patented RF communication technology and are designed to work with any helmet and any motorcycle, including those with CAN-BUS systems.
Differentiator
Problem solved
Functional benefit
Brands
- inView: Wireless helmet brake and turn signal light system
- inView2
- inView Plus
Products and services
- inView2 Elite Full System (Red Reflective Lens) Flagship wireless helmet-mounted brake and turn signal light system with advanced features including crash detection, emergency dialing (ARAS), Tap-to-Turn, passive braking, and inversion protection. Sold as a complete kit including Helmet Unit, Motorcycle Unit, Accessory Brake Light, and installation pieces. Priced at $299.95.
- inView2 Elite Full System (Silver Reflective Lens) Same advanced features as the Red Reflective Lens Elite version with high-performance silver reflective tape that adds visibility even when the unit is not illuminated. Priced at $299.95.
- inView Plus Full System (Red Lens) Advanced wireless helmet-mounted brake and turn signal light system that attaches to any helmet and motorcycle, providing brake, hazard, and turn signal LED lighting with passive braking detection and automatic diagnostics. Priced at $179.95.
- inView2 Accessory Motorcycle Transceiver
Quantifiable outcome
- Under 4 ounces weight - lightest helmet accessory brake and turn signal light on market
- +1 more outcomes
Companies that use Third Eye Design
Customer profileNamed customers5 records
Segments1 record
Ideal customer profiles1 record
Third Eye Design technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
Third Eye Design partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- RevZillacoreAuthorized dealer for inView products. RevZilla is a major online motorcycle gear retailer with nationwide reach.
- Eastern Performance Accessories, Inc.coreAuthorized dealer and installer located in Gambrills, MD. Provides both sales and installation services for inView products.
- Twisted ThrottlecoreAuthorized dealer located in Exeter, RI. Major online retailer of motorcycle accessories and gear.
- ADV MotorradminorAuthorized dealer offering sales of inView products.
- The Good Guys Powersports SpecialtiesminorAuthorized dealer and installer in Palm Coast, FL offering sales and installation services.
- KustomWORKZ BuffalominorAuthorized dealer and installer in Depew, NY.
- Motorcycle NightminorAuthorized sales-only dealer in Lowell, MA.
- Filer's PowersportsminorAuthorized installation-only partner in Macedon, NY.
- Canandaigua MotorsportsminorAuthorized installation-only partner in Canandaigua, NY.
- Moto MachinesminorAuthorized dealer and installer in Sterling, VA.
- Stender Motorcycle Service and RestorationminorAuthorized dealer and installer in Algoma, Wisconsin.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Third Eye Design competitors and assessment
Company assessmentBroad incumbents
- Sena Technologies: Sena is an established incumbent in motorcycle Bluetooth communication systems and smart helmets. Its broader communication-and-safety platform overlaps with inView when integrated with motorcycle electronics, and it serves as a likely OEM or acquisition candidate comparison.
- Cardo Systems: Cardo is a leading motorcycle Bluetooth communication and mesh intercom specialist, comparable as an incumbent in adjacent rider electronics that may expand into integrated safety/lighting. It is a useful benchmark for the size and channel access needed to scale rider-tech accessories.
- Garmin (motorcycle segment): Garmin produces motorcycle GPS/navigation and integrated rider awareness electronics. Its zūmo line and broader automotive safety stacks make it a benchmark incumbent with the resources to enter the rider-safety/sensing category.
- ScorpionExo: ScorpionExo is a major motorcycle helmet manufacturer whose products could integrate inView-style lighting. It is comparable as a broad incumbent whose roadmap decisions affect whether aftermarket lighting accessories remain necessary.
- Shoei: Shoei is a premium motorcycle helmet OEM with global distribution. It is relevant because OEM helmet makers incorporating integrated lighting/safety features would directly affect demand for Third Eye Design's aftermarket inView accessory.
Direct peers
- Cosmo Connected: Cosmo Connected develops smart, removable brake and turn-signal lights for motorcycle helmets with integrated crash detection and emergency alert features. It directly competes with the inView Elite system in functionality, customer profile, and price point.
- Brake Free Technologies: Brake Free makes smart, helmet-mounted (or body-mounted) wireless brake lights for motorcyclists that activate on deceleration. It is the most direct competitor to Third Eye Design's inView, addressing the same visibility problem for the same customer base using wireless deceleration detection.
Emerging players
- Lumos Helmet: Lumos makes bicycle and motorcycle helmets with integrated LED brake lights, turn signals, and crash detection. While it embeds lighting in the helmet rather than selling an accessory, it addresses the same rider-safety use case and competes for the same consumer wallet.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Third Eye Design social profiles
Digital presenceThird Eye Design financial estimates
Financial estimateRevenue estimate
Valuation estimate
Third Eye Design leadership team
Management profileNumber of profiles
Profiles1 record
Third Eye Design funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Third Eye Design M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Third Eye Design
What does Third Eye Design do?
Third Eye Design designs and manufactures wireless helmet-mounted brake and turn signal light systems for motorcyclists under the inView brand. The product line consists of the inView2 Elite (with crash detection, emergency dialing, and ARAS features) and the inView Plus wireless brake and turn signal light, all centered on a proprietary patented RF communication protocol. Products are sold directly to consumers via the company website and through authorized dealers and installers across the United States.
Is Third Eye Design a public or private company?
Third Eye Design is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Third Eye Design founded?
Third Eye Design was founded in 2009. It employs 1 to 10 people.
Where is Third Eye Design based?
Third Eye Design is headquartered in Pittsford, United States, in the North America region.
How does Third Eye Design make money?
Two revenue lines are on record. inView Helmet Safety Device Sales are the primary driver. The others are affiliate Referrals.
Who are Third Eye Design's main competitors?
Broad incumbents on record are Sena Technologies, Cardo Systems, Garmin (motorcycle segment), ScorpionExo and Shoei. Direct peers are Cosmo Connected and Brake Free Technologies. Lumos Helmet is listed as an emerging player.
Does Third Eye Design have an API?
No public API is recorded for Third Eye Design.
What industry is Third Eye Design in?
Third Eye Design's product category is Motorcycle Safety Accessories. Its primary akta.pro industry code is IMACAOAJ, Safety, Lighting & Security Hardware Manufacturing (Helmets/Lights/Locks), with a secondary code of CRAMANAL, Safety Accessories & Wearables Retail (Neck Braces, Hydration, Earplugs). Its NAICS code is 335139 and its SIC code is 3751.