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December 20, 2021 5 min read

To learn more about our data projects, read our Data Insights 2021 Roundup Blog here.


2021 is drawing to a close, and it's fair to say that it's been another eventful twelve months. This year has been another exciting and successful period for See.Sense as we continue to grow and expand. 

First and foremost, we would like to say a huge thank you to the See.Sense community for your support in 2021. As a small business in what was another challenging year, we are indebted to everyone who has pledged their money & faith in See.Sense - your support means absolutely everything to us.

2022 will be an exciting year for See.Sense. Our ICON3 campaign is now well underway, and we can’t wait to get ICON3 in the hands of our customers this coming Spring. Our GPS tracker will also be released in 2022, which will be especially exciting given it is our first product of this kind. However, before we look to 2022, we thought we would revisit the year that was. Here are some highlights of See.Sense in 2021: 


We kicked off 2021 by delivering our first ‘to see’ light - BEAM - to Kickstarter backers, and we quickly followed this up with the release of BEAM+. BEAM has been a huge success for us, and we have been delighted to see how many people have been using it out on the roads. In a testament to its quality, BEAM was awarded The Independent's ‘Best Overall’ and ‘Best Buy’ Bike Light. This award is chosen through a blind test based on quality alone, so it was great to see BEAM receive this recognition! You can read more about BEAM's journey to life in this blog post.



Sustainability has been a key theme for us in 2021 as we launched a number of sustainability focused initiatives throughout the year. Although being lean has always been a See.Sense core value, in 2021 we took this one step further. First of all, in February we launched our trade-in to upgrade scheme. Through this, anyone can trade in a bike light of any brand for a discounted See.Sense light, while all donated lights are then given to the Adsum Charity. 

In October this year, we launched our new Eco-Packaging. This new packaging is entirely plastic free as we seek to phase out traditional retail packaging. Slim but strong and sturdy, our Eco-Packaging cuts down on unnecessary waste and eliminates needless multiple delivery attempts by always fitting through your letterbox. Our Eco-Packaging announcement was covered by Bike Biz here

Finally, we also continued to plant thousands of trees through WeForest in 2021. Our customers can plant a tree for £2 on our website, and our supporters on Indiegogo also have the option to plant trees when they back ICON3 on Indiegogo. 

To see our full list of sustainability schemes, check out See.Sense sustainability in 7 steps.



This December we launched ICON3 on Indiegogo, our brightest and smartest ‘to be seen’ light yet. ICON3 hosts new features, including a Get Me Home Mode, while an additional CREE LED and a new custom COB ensures the ICON3 will keep you extra visible on the roads. We have been absolutely blown away by the support that has been given to ICON3 so far. Cycling Weekly covered the launch, mentioning how it smashed its funding goal in just 4 hours! 

ICON3 is especially exciting as we're involving the community in its development. All Indiegogo backers will be asked to give input into mounting options, as well as USB type and new flash modes. If you haven’t seen ICON3 already, you can learn more about its new features and secure your early-bird here 


See.Sense City Projects

We have continued our work with cities, councils and local authorities throughout 2021, as we strive to make cycling safer and smarter. This year has seen us take part in some particularly exciting projects. Working with RoSPA and Transport for West Midlands in Birmingham, 200 of our lights were used to gather data around close passes as part of the Cycle Smart Brum project. The data collected from this study was consequently used to conduct awareness campaigns by West Midlands police and fire departments in areas identified as close pass hotspots. We are currently conducting a similar Smart Cycling project with TfWM in Coventry, in which 200 cyclists will collect data insights to inform the design of new cycle infrastructure. 

This December we were also pleased to see the LIT trial launch in Victoria, Australia. By utilising data insights gathered from See.Sense lights, iMove Australia, the Transport Accident Commission and Deakin University are conducting a study into cyclist behaviour and cycle safety. We’re excited to see how this twelve month trial unfolds into 2022! 



Over 500 new VIPs joined our community over the course of 2021. Thank you to every single one of you! Our VIP inputs help to shape our products from design to delivery, and because of this our VIP community really is invaluable. If you haven’t become a VIP already, you can see the range of perks and benefits on offer here


See.Sense Partners

See.Sense is the official partner of both British Cycling and Cycling Ireland, and these partnerships yielded some fantastic results throughout 2021. The data insights collected by Cycling Ireland members through See.Sense lights are being used to enhance the Cycling Ireland membership experience. In addition to our Ride Insights dashboard, we have created a series of revealing blogs using these data insights for the Cycling Ireland website, such as this blog on the Top 10 Coffee Shops Visited by Cycling Ireland Members. As racing season started up, we were also proud to sponsor Cycling Ireland race numbers. 

Our partnership with British Cycling also continued throughout 2021, and we were delighted to see our lights being used in the British Cycling membership drive for a second year running. 


New Accessories

2021 has seen us continue to expand our range of cycling accessories. This summer we released new colours in our See.Sense phone pouch range, and in December we introduced a new Hi-Viz yellow pouch as voted for by our VIP members. Our beanies also made a return this December, allowing you to stay even more visible through a reflective graphite grey design.


GPS Tracker

The production of our GPS tracker continued throughout the course of 2021, and we provided an interesting first look at the tracking capabilities through this Facebook Livestream

Our livestreams have been extremely enjoyable this year, and we find that it's a great way to chat with our customers.

Thank you to everyone who has joined and participated in our livestreams, and make sure to keep an eye out for more throughout 2022. They usually included giveaways and prizes, so it's always worth tuning in! 

Team Rides

With restrictions lifting in the summer, the See.Sense team were able to get back out on some team rides! In August we celebrated Cycle to Work day, and also marked World Mental Health Day with an afternoon cycle ride at a local mountain biking trail 


To finish our review, we wanted to share this testimonial. Hopefully we can have many more customers like this in 2022! We see lots of amazing things happening in 2022 and beyond - including the delivery of ICON3 and our GPS tracker - we hope you can all join us for the ride!

Conal McLaughlin
Conal McLaughlin