Tech

SRAM Purchases TIME Sport Pedal Business from Rossignol Group

Press release: SRAM

· By Press Office · 5 comments

SRAM is proud to announce the acquisition of the entire range of road and mountain pedals, cleats, and all related patents of TIME Sport from Rossignol Group. The companies 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. Their 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).

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“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 said.

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.

In a separate transaction, TIME’s bicycle business has been purchased by Cardinal Cycling Group, including all related patents, trademarks and ownership of the TIME’s RTM composites factory. Cardinal Group ownership includes American Tony Karklins, the founder of Allied Cycle Works and former Orbea USA Managing Director, and Frenchman Martial Trigeaud, industrial engineer and former elite bike racer.

“TIME is a brand full of passion, history and true innovation. We are honored to steward TIME into the future and to advance Resin Transfer Molding technology in the cycling industry,” said Cardinal Cycling Group Partner Tony Karklins.

“I’m thrilled that we have found two exceptional buyers for TIME. Each brings unique strengths to drive the great TIME brand forward,” said Rossignol Sr. VP Bike Division, Scott Rittschof.

Both companies will continue to market products under the TIME name. SRAM will focus relevant external communications as TIME Sport, and Cardinal Cycling Group will utilize TIME Bikes. Customers will continue to contact TIME for product service and support during a transition phase through mid-year 2021.

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Comments

Hairy

Feb 22, 2021, 4:10 PM

This is exciting .... and a challenge to Shimano's SPD platform!

Hairy

Feb 22, 2021, 4:11 PM

Could this also be the start of seeing more Carbon parts falling into the SRAM group of products.

splat

Feb 23, 2021, 10:34 AM

I think that it's just a range of saddles that Sram does not currently have on it's line-up.

 

I had also forgotten that they had acquired Powertap a while ago, and then recently removed the products from their website:

 

https://cyclingtips.com/2021/02/heres-what-the-disappearance-of-powertap-might-mean/

DieselnDust

Feb 23, 2021, 11:11 AM

So glad that TIME has landed with a company that understands the cycling market. Rossignol were a disaster for TIME. They ran the frame business poorly,only focussing on cost reduction when building the cheapest frames was never in TIME's business model.

Hoping to see some exciting new goods from SRAM TIME in the future, maybe with Powertap technology

hansolo

Feb 23, 2021, 11:37 AM

It was just a matter of TIME before SRAM ventured into the pedal market...

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