SRAM buys TIME, provides highway & mountain bike pedals to their line-up with new acquisition


SRAM provides TIME, one other long-established biking model, to their portfolio with their buy from Rossignol. Closing out one of many few remaining gaps of their full highway, gravel & mountain bike part providing, Time pedals are set to formally be part of the SRAM household later this 12 months.

SRAM buys TIME pedals, completes bike part portfolio

World Champion Anna van der Breggen’s Tarmac with SRAM Crimson AXS & Time pedals. c. SRAM, photograph by Getty Photographs

TIME is a legendary model and was the primary to concentrate on ergonomics by the pedal stroke. We’ll work to protect TIME’s historical past and heritage, and proceed their legacy of innovation and high quality,” says SRAM President Ken Lousberg.

The acquisition expands SRAM’s part providing to now embrace just about each part it’s worthwhile to construct a motorcycle past the body. Curiously, the one factor I can consider not throughout the newly expanded SRAM catalog is perhaps saddles. So I’m wondering which saddle maker is about to get wolfed up?

Add Time to the record of different business manufacturers purchased up by SRAM through the years, like Avid brakes, RockShox suspension, Zipp aero wheels & cockpits, Truvativ mountain bike elements, Quarq energy meters & different digital devices. SRAM’s historical past of strategic acquisitions through the years has helped develop the American drivetrain maker into the powerhouse it’s at this time. The ensuing part crossover has typically made the perform & ease of use of particular person elements higher, particularly along with the combination of disc brakes in highway teams, MTB cockpit integration, and the current cross-compatibility with wi-fi AXS controls.

It additionally offers SRAM highly effective leverage when negotiating drivetrain OEM spec with bike makers to incorporate extra of their elements in full bike builds.

SRAM buys TIME pedals, completes bike component portfolio, road pedals

In all probability not shocking, the Time acquisition by SRAM is generally restricted to the French firm’s pedal portfolio. Curiously, shoe mental property was included within the buy as nicely, though SRAM sounds uncertain whether or not they plan to do something with Time sneakers in the interim.

Final summer time, each the pedal & bike divisions have been being purchased up by French e-bike startup WhaTTfornow from Rossignol. Plainly switch by no means actually took, as now SRAM says they’ve bought the “whole vary of highway and mountain pedals, cleats, and all associated patents of TIME Sport from Rossignol Group”.

As for the bike division, it appears new buyers Cardinal Biking Group acquired Time’s French RTM Composite carbon-frame manufacturing manufacturing facility and all of the bike/body mental property earlier this month. Cardinal is a brand new partnership that brings collectively a French engineer & healthcare COO named Martial Trigeaud with the American founding father of Allied Cycles, Tony Karklins who left that firm a couple of years again. No phrase but on if or after we may anticipate to see new Time or Cardinal? bikes.

What does all of this imply?

SRAM buys TIME pedals, completes bike component portfolio, gravel pedals

First, SRAM says from the center of 2021 they may now take over offering spare elements & cleats for present Time pedal customers, and can take over current product warranties. Going ahead, SRAM says they plan to combine pedal merchandise into their portfolio, preserving the TIME identify.

SRAM buys TIME pedals, completes bike component portfolio, end of PowerTap

Past that, it’s possible we’ll see some crossover from Time pedals into extra of the SRAM household. That might in all probability even come first by co-development with Quarq within the type of energy meter pedals? Bicycle Retailer additionally reported earlier this month that SRAM pulled PowerTap energy meter pedals & hubs from their Quarq powermeter household…

SRAM buys TIME pedals, completes bike component portfolio, all pedalsPossibly meaning the following SRAM pedal replace shall be Time pedals that incorporate Quarq energy meter tech? Till then, your SRAM-equipped highway, gravel, cross-country, and enduro mountain bikes can all get in-family, ergonomic Time pedals.


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