SRAM Purchases TIME Sport's Pedal Business

SRAM Purchases TIME Sport's Pedal Business

SRAM (United States) - SRAM is proud to announce the acquisition of the entire range of road and mountain pedals, cleats, and all related patents of TIME Sport. SRAM and the Rossignol Group completed the transaction on February 18, 2021.

Founded in Nevers, France, in 1987, TIME’s clipless pedals system redefined ergo-dynamic compliance for riders by improving lateral and angular float, perfecting their balance between performance and comfort. TIME added mountain bike pedals in 1993. Its road and MTB pedals have been ridden to victory by legends, including Julien Absalon, (FRA), Greg LeMond (USA), Tom Boonen (BEL), Anna van der Breggen (NED), and Miguel Indurain (ESP).

"TIME is a legendary brand and was the first to focus on ergonomics through the pedal stroke. We will work to preserve TIME’s history and heritage, and continue their legacy of innovation and quality." – SRAM President Ken Lousberg.

SRAM historically has expanded its product platforms through organic product development focused on innovation, and integrative acquisitions. SRAM’s strategic acquisitions include RockShox, Avid, Zipp, Truvativ, and Quarq. 

TIME’s bicycle business has been purchased by a separate company.

SRAM will continue with the TIME name for all pedal products. Customers will continue to contact TIME for product service and support during a transition phase through mid-year 2021. 

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