Written by Nathalie
Edited on
14 April 2026
·
15:30
Pieter Zwart (CEO of Coolblue) supports the Hersenstichting with € 5 per bike helmet
With a bike helmet, you reduce the risk of serious head or brain injuries due to a fall. Our CEO, Pieter Zwart, knows how serious this can be. He fell without a helmet and sustained a temporary injury. That's why he'll personally donate € 5 to the Hersenstichting for every bike helmet sold. Put it on and support research and education about brain injuries. On this page, you can read how you can contribute to a new bike helmet norm in the Netherlands.
Why do you need a bike helmet?
Every year, 70,000 cyclists have to go to the emergency room after an accident. This makes cyclists the largest group of traffic victims in the Netherlands. Almost 250 cyclists die every year, and a head injury is the cause of death in 6 out of 10 cases. It's not just fast e-cyclists or fatbikers. 60% of serious bike accidents are one-sided, without other traffic users. A curbside, tram rails, or slippery corner is enough. A bike helmet reduces the risk of serious injury with 60%.
Why the Hersenstichting?
The Hersenstichting is committed to promoting brain health for everyone. The foundation pays for research, provides education, and brings attention to the dangers of biking without a helmet. One of the ways in which they do this is during Dag van de Fietshelm (Bike Helmet Day). The personal donation by Pieter Zwart of € 5 per bike helmet sold directly helps fund better research and more awareness. A helmet for you, € 5 for the Hersenstichting.