Li-ion cells are used for energy storage and conversion in electric vehicles and a variety of consumer devices such as hoverboards. Performance and safety of such devices are severely affected by overheating of Li-ion cells in aggressive operating conditions. Multiple recent fires and accidents in hoverboards are known to have originated in the battery pack of the hoverboard. While thermal analysis and measurements have been carried out extensively on large battery packs for electric vehicles, there is relatively lesser research on smaller devices such as hoverboards, where the extremely limited thermal management design space and the critical importance of user safety result in severe thermal management challenges. This paper presents experimental measurements and numerical analysis of a novel approach for thermal management of the battery pack of a hoverboard. Measurements indicate that temperature rise in cells in the pack can be as large as 30 degrees C at 4C discharge rate, which, although unlikely to be a standard discharge rate, may result from a malfunction or accident. A novel thermal management approach is investigated, wherein careful utilization of air flow generated by hoverboard motion is shown to result in significant temperature reduction. Measurements also indicate the key role of the metal housing around the battery pack in thermal management. Measurements are found to be in good agreement with finite element simulations, which indicate that the battery pack can be cooled as effectively in presence of a perforated metal casing as without the casing at all. Experimental data and simulation model presented here offer critical insights into the design of hoverboard thermal management and may result in safer, high performance hoverboard battery packs.