SRAM Buys Time

SRAM has completed the purchase of the Time Sport pedal business from Rossignol Group. The acquisition adds another brand to SRAM’s portfolio of RockShox, Avid, Quarq, Zipp, and Truvativ and gives it a distinct pedal brand and technology should it choose to re-enter the growing market for pedal-based power meters.

Other than some Truvativ flat pedals and PowerTap power meter pedals — which it recently stopped selling — SRAM has not previously been in the pedal business, although the Chicago company offers virtually every other component for road and mountain bikes.

Earlier this month Rossignol Group sold its Time frame and bike business, including its TVM carbon factory in Gajary, Slovakia, to Cardinal Cycling Group, a small Little Rock, Arkansas based bicycle business.

Cardinal and SRAM will operate separate businesses for the products — Cardinal’s bike and frame business will use the ‘Time Bikes’ brand and SRAM will use the ‘Time Sport’ brand.

Rossignol bought Time in 2016, soon after the death of its founder, Rolan Cattin. With concerns about climate change affecting its winter sports business, Rossi’ was making a push into summer sports and fashion to diversify. It later bought Felt Bicycle in 2017 and has expanded its Rossignol-branded bike business, especially in Europe.

SRAM bought Time’s “entire range of road and mountain pedals, cleats, and all related patents” from Rossignol; the company did not say if it had bought any manufacturing assets.

SRAM’s president, Ken Lousberg, said that like its previous acquisitions, SRAM will retain the Time brand as a distinct offering.

“Time is a legendary brand and was the first to focus on ergonomics through the pedal stroke,” Lousberg said. “We will work to preserve Time’s history and heritage, and continue their legacy of innovation and quality.”

Time is distributed in Australia by Bikesportz.

Most of this article was first published in Bicycle Retailer and Industry News (BRAIN)