We help athletes and brands push the limits of performance through innovative design.
We’re a sport innovation design studio built for performance, led by Ironman athlete and industrial designer Sam Ratajczak.
We live at the intersection of innovation, sport, and serious speed.
For the past 15+ years, we’ve teamed up with brands and athletes to push limits in triathlon, cycling, speed skating, and more.
We’re not just here to make things look good , we’re here to make them work when it counts. From high performance gear and cutting-edge fabrics to apparel, prototyping, and aero testing, we design with one goal: give athletes a real advantage.
We’ve got a killer network : fabric mills, wind tunnels, CFD pros, elite athletes, performance labs, 3D scanning setups, the works.
That hands on access means we can move fast, test smart, and build products that hold up in the real world, not just on paper.
We love working with teams and brands who want to shake things up and create something that truly performs.
If that’s you, let’s make it happen.
Acknowledgment of Collaboration
The work shown on this website represents our role as industrial designers within a broader collaborative effort.
Each project was made possible through the vision and dedication of brand owners, athletes, engineers, developers, marketing teams, and many other talented individuals.
Our contributions are just one part of a larger whole, and we’re grateful to have worked alongside such inspiring people.
Achilles, Aerobag, Bioracer, Ekoi, Exoligamentz, Inuteq, Lazer, Liebaert, Scimm, SPW Argentona, UAntwerpen, Van Rysel, ...
Lazer is one of the oldest and most innovative helmet manufacturers in the world, combining nearly a century of experience with cutting edge technology to create high performance helmets for cycling, motorcycling, and other sports. Driven by a passion for safety, comfort, and design, Lazer continues to lead the industry with lightweight, aerodynamic, and stylish helmets trusted by professionals and enthusiasts alike.
Lazer tardiz Tri Aero : One of the first ironman specific aero helmet, featuring "aqavent". The feature can be used to pour water over youre head while riding. SamR / Serge Rusak (Achilles design) / Sean Waes (Lazer)
Lazer wasp Aero : The striking looking Wasp was super fast in the windtunnel in both positions, we'd guess that's thanks to the tail design, which doesn't rely on being flush to you back. (bike radar 2014) SamR / Guido de Bruyne (Lazer) / Sean Waes (Lazer)
Merckx Cycling is a premium Belgian bicycle brand that honors the legacy of cycling legend Eddy Merckx. Known for its commitment to craftsmanship, performance, and racing heritage, the brand produces high-end road bikes that merge timeless design with modern engineering. Built for riders who demand precision, speed, and soul, Merckx bikes carry the DNA of champions.
Together with Simon De Pauw (Achilles Design) and Dave Luyckx (Merckx), we completely redesigned the Merckx bike frame (EMX 525 and ETT), propelling the brand into the 21st century with a bold new design language. Several of the design features we introduced are still in use today, forming a lasting foundation for the brand’s evolution.
By blending deep industry insight with performance-driven thinking, our work helped modernize an iconic Belgian brand while staying true to its racing roots
Bioracer is a global pioneer in high performance cycling and triathlon apparel, committed to pushing the boundaries of speed, aerodynamics, and athlete comfort. With a strong legacy in Belgian cycling and a science based approach, Bioracer develops cutting edge racing suits and technical gear trusted by champions on the world stage.
The projects completed are too numerous to publish and are still ongoing, with a current focus on the LA 2028 Olympics spanning everything from marginal aerodynamic gains to full scale performance design systems.
EKOÏ x Patrick Lange Project
We collaborated with cycling and triathlon brand EKOÏ on a high performance suit redesign for two time Ironman World Champion Patrick Lange. My role focused on optimizing aerodynamics, cooling, and fit managing the 3D scanning, development, and production of his custom aero mannequin used for wind tunnel testing. This project involved close integration between athlete, suit, and helmet design to achieve peak performance.
Inuteq is a global leader in personal cooling technologies, providing innovative solutions to enhance comfort and performance in warm environments. With a strong focus on sustainability, safety, and effectiveness, Inuteq designs and manufactures advanced cooling garments and accessories used across sports, healthcare, military, and industrial sectors.
Within Inuteq, we specialize in translating this cutting edge technology into high performance applications for athletes including cooling apparel, pre cooling vests, and other sport specific solutions.
Our goal is to help athletes train, perform, and recover more effectively, even in extreme heat.
Exoligamentz is a Belgian sports tech startup spun out of Ghent University, founded by Ashkan Joshghani, a former veterinarian turned Brazilian JiuJitsu athlete, who sought to solve a common athlete pain point: ineffective and time consuming finger taping.
The company developed a groundbreaking finger support glove, the XH1, which functions like a soft exoskeleton reinforcing joints without sacrificing mobility.
Backed by rigorous R&D in biomechanics and textile engineering, EXOLIGAMENTZ integrates performance grade fabrics and smart design for high impact sports use.
The development process benefitted from expert advice in fabric selection and production methods, helping shape the glove’s durability, stretchability, and ergonomic fit.
Since its launch, EXOLIGAMENTZ has attracted international attention, reached the finals of the Sport Innovation Challenge, and continues to blend performance wear with a unique cultural and design identity.
Airbag in the Pro Cycling Peloton: A Potential Game-Changer for Safety
Article in ROAD.CC
Safety concerns in professional cycling have long been a topic of discussion, particularly in the aftermath of accidents.
Every major crash prompts questions about why certain safety measures aren't in place, why governing bodies like the UCI aren't taking action, and why riders and teams aren't utilizing available technology.
But history has shown us that initial skepticism often accompanies groundbreaking safety innovations, much like the introduction of the helmet, which was once deemed too hot, heavy, and impractical.
In 2020/2021, while leading R&D at Bioracer, we explored the potential of integrating airbag technology into professional cycling, a concept initiated by Bert Celis and developed in collaboration with industrial design intern Stijn Vanvolsem. Inspired by existing applications in motorsport and equestrian disciplines, our goal was to design a lightweight, thermally efficient airbag system discreetly integrated into bib shorts protecting key areas like the chest, neck, hips, and lower back.
One of the biggest challenges was determining an intelligent activation system tailored to the unpredictable nature of cycling crashes. Despite promising early results, industry interest was limited at the time. However, with continued technological advances and increasing awareness of rider safety, the idea of smart airbag protection in the peloton remains a forward-looking and viable innovation.
In 2025 Bcels, Confectory and SIDesign aim to improve cycling safety and are collaborating with the support of CrossRoads Flanders-Netherlands on a lightweight, easily integrated airbag system that significantly reduces the risk of serious injuries.
Funding
Subsidy amount : €248,616.90 (ERDF support)
Project partners : B-Cells, SIDesign, and Confectory
Regions : Antwerp, Limburg (BE), and Limburg (NL)
Theme : Industry 4.0
SAM RATAJCZAK
"Full time innovator,
part time triathlete and interested in anything than goes fast,
looks great, tastes good and sounds awesome."
Owner & lead design sidesign
Co-owner & lead design PLOEF
samr@sidesign.be
+32 (0)476 669 333
VOF IJSKELDER / VAT BE0849030310
BELGIUM
