Hells Bells Helmets Shark Tank Update

Outdoor Recreation

Fell ThroughNow:ThrivingFitness & SportsSeason 1, Episode 11Philadelphia, PAby Marix Stone and Nancy TanchelWebsite

What Happened to Hells Bells Helmets After Shark Tank

Is Hells Bells Helmets still in business? Yes — still in business and thriving.

Deal Fell Through

Founder Marix Stone refused to move production to China as Daymond John wanted, and they disagreed over licensing strategy, production scaling, and retainer terms.

On-air deal with Daymond John did not close
Rebranded to Bad Ass Helmets as of July 2021
Annual revenue of $12 million
Sells through website, Harley Davidson stores, and independent cycle shops
Expanded to 3-D custom gas tanks and fenders; created custom helmets for FX TV's Sons of Anarchy

Last verified Apr 5, 2026. Web-confirmed sources.

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The Hells Bells Helmets Shark Tank Pitch

Marix Stone and Nancy Tanchel of Philadelphia, PA pitched Hells Bells Helmets on Shark Tank Season 1, Episode 11, which aired Friday, January 8, 2010, asking for $500,000 for 20% of the company — a $2.5M valuation.

Daymond John agreed to invest $500,000 for 50% equity, valuing the company at $1M. The deal fell through after the show. Founder Marix Stone refused to move production to China as Daymond John wanted, and they disagreed over licensing strategy, production scaling, and retainer terms.

Pitch Details

Aired: S1E11Jan 8, 2010
Ask: $500,000for 20%
Ask Valuation: $2.5M

Deal Terms

Terms agreed on air. The deal did not close.

Amount: $500,000
Equity: 50%
Valuation: $1M

Daymond John