‘Don’t gamble with your head’ Businessman gives chilling warning to riders

Devon Kinkead has spent years around motorcycles, riders and bike culture, and he is increasingly concerned by what he sees as a dangerous trend among some Jamaicans who continue to ride without proper protective gear.

Having seen the heartbreak caused by motorcycle crashes over the years, the Santa Cruz-based entrepreneur believes wearing proper protective equipment is not optional but essential for every rider.

“Whenever I am going to ride, which is mainly e-bikes I ride now, I make sure I use a helmet, gloves and a safety jacket,” he says. “Not even my regular pedal bicycle, I don’t ride it without a helmet.”

While he does not claim to be an expert on helmet standards, Kinkead understands enough to know that not all helmets offer the same level of protection. He believes riders should pay attention to quality, certification and proper fit, rather than simply choosing the cheapest option available.

“I always try to encourage all who I know to use a helmet,” he says.

His determination to spread that message was strengthened by a tragedy he still struggles to forget.

Kinkead recalled offering a helmet to a young schoolteacher from his community who had recently started riding motorcycles.

“I said to him that ‘I have helmets in the storeroom. If you want, you can go up there and choose one; they are all new’,” Kinkead recalled.

The teacher declined the offer, saying he already owned a helmet. Some time later, while Kinkead was overseas, he received devastating news. The young man had been involved in a crash and later succumbed to his injuries. He was not wearing a helmet at the time.

“That was one of the deaths that really shook me up,” Kinkead says. “He was such a nice guy and very respectful. He had so much talent.”

The heartbreaking loss reinforced what Kinkead had long believed: one careless decision can have irreversible consequences.

The tragedy reinforced another lesson he had learned years earlier.

“When you’re buying a helmet, don’t look for the cheap one,” he recalls being told. “Look for a good helmet, because that is what is most likely to save your life.”

Today, Kinkead views a certified helmet, not as an expense but as an investment in survival. He points out that a quality helmet can last for years if it remains undamaged, making it a small price to pay for protection.

“To me, buying a good helmet isn’t an everyday purchase,” he reasoned. “It’s not like you need to buy a helmet this year and buy another one next year if nothing happens to it.”

As of last Friday, October 16, Jamaica had recorded 271 deaths in road crashes. Motorcyclists account for 75 or 28 per cent of the fatalities since the start of the year. Pedal cyclists account for five of the deaths.

Disturbed by the number of motorcycle crashes claiming lives across Jamaica, particularly among young men, Kinkead continues to urge riders to stop taking risks, even on short trips.

“What I realise is, that one chance you take, that is when you die,” he said.

His call is being echoed by Sydoney Preddie, lead for youth and education programmes at the JN Foundation, who believes trusted voices within communities can play a critical role in changing rider behaviour.

“Research tells us that helmets save lives, but information alone does not change behaviour,” Preddie says.

“People are more likely to listen to and learn from individuals they know and trust. That is why community-based advocates are such an important part of the National Helmet Wearing Coalition’s work. Individuals like Mr Kinkead bring authenticity and lived experience to the conversation, helping riders understand not only why certified helmets matter, but why wearing one every trip can make the difference between life and death.”