Be Seen was founded in March 2010 by Eric and Lisa Fenstermacher. As competitive age group triathletes living in Dallas they appreciate the need to be safe and aware on the roads. Athletes must exercise heightened awareness around dawn and dusk when most training is done during the hot Texas summer. Be Seen was founded to promote road and training safety. To encourage athletes and outdoor enthusiasts to wear highly visible and reflective apparel, it must look good and perform well. Be Seen products achieve the three core goals of promoting and practicing safety, being attractive, and performing to a high standard throughout a rigorous training schedule.