A sports helmet kit has a shell, attachable face guard, composite helmet liner, and fit pods to improve and customize the fit of the helmet to the wearer. The composite liner consists of a base liner and a selected group of fit elements, for example, fit pods, removably attached to the inner surface of the base liner (i.e., the surface of the base liner facing the wearer's head). The fit pods are selected from a set of fit pods having different properties, for example, different sizes, thicknesses, densities, and cross-sections. The selection of fit pods from the set may be aided by taking anatomical measurements of the wearer's head and analyzing the measurements with respect to the geometry of the helmet to produce a pressure map. The measurements may be taken by physical contact or by non-contact means. The fit pods may be selected to optimize a pressure map, and thus optimize the fit, for a given wearer of the helmet.