Shock Doctor at Loretta Lynn's

MINNEAPOLIS, (July 26, 2010) - For the second consecutive year, Shock Doctor Eject - the official emergency helmet removal system of MX Sports - will be available to riders at Loretta Lynn's AMA Amateur National Motocross Championships presented by Amsoil, Aug.1- 8.

"MX Sports is pleased to continue working with Shock Doctor and the Eject System to increase awareness about motocross safety," said Tim Cotter, director of MX Sports. "We share their commitment to keep riders protected and enhance the enjoyment of the sport."

The Eject System uses a tiny air bladder and inflation device, and is easily installed in any helmet. When the bladder is inflated and expands inside the helmet, it gradually pushes the helmet off the racer's head. This method is safer than pulling the helmet off, which can increase the possibility of further injury by putting strain on the neck and spine. The Eject System is currently used by drivers and riders in major racing segments, and is required in the professional Indy Racing League, AMA Pro Motocross and Supercross.

"At Shock Doctor, our goal is to bring technology and protection together to improve the experience for sports enthusiasts at all levels," said Bill Best, vice president of product development at Shock Doctor. "The Eject Helmet Removal System is a true technology breakthrough and is growing in popularity across several disciplines. Eject helps EMTs better assist a crash victim and reduces the risk of further neck and spine injuries. The support of MX Sports is helping professional and amateur riders alike experience the safety benefits of Eject."

Shock Doctor staff will be on site during rider check-in/registration on Sunday, August 1, providing Eject information, demonstration and sales so all riders who don't have Eject installed in their helmets can do so prior to and also during the entire event. For more information on Eject, visit www.ejectsafety.com.

"MX Sports strongly encourages riders to equip their helmet with Shock Doctor's Eject Helmet Removal System," said Cotter. "The emergency medical teams at the Loretta Lynn National have been trained and equipped with Eject inflation devices in the unlikely event that a rider sustains an injury that requires the helmet to be removed."

Attracting more than 20,000 racers from around the globe, the AMA Amateur National Motocross Championship, produced by MX Sports, is recognized as the biggest amateur motocross championship in the world.

About Shock Doctor

Shock Doctor is the market and technology leader in mouthguards. The company transformed and elevated the mouthguard industry by introducing innovative, shock absorbing, superior fitting self-custom mouthguards. In addition to a full line of patented, technologically advanced mouthguards, Shock Doctor offers a comprehensive line of sports protection products for hockey, football, baseball, basketball, soccer, martial arts and boxing, lacrosse and motorsports. Shock Doctor products are sold at major and independent sporting goods retailers throughout the U.S. and in select international markets, as well as through the company's web site, shockdoctor.com. Shock Doctor is headquartered in Minneapolis, Minn.