SRAM has announced the acquisition of TIME Sport from Rossignol Group – with the deal including the entire range of TIME’s road and mountain pedals, cleats, and all related patents. The companies reportedly completed the transaction on February 18, 2021.
“TIME is a legendary brand and was the first to focus on ergonomics through the pedal stroke,” said SRAM President Ken Lousberg. “We will work to preserve TIME’s history and heritage, and continue their legacy of innovation and quality.”
SRAM adds that it has historically expanded its product platforms through organic product development focused on innovation, and integrative acquisitions. SRAM’s strategic acquisitions have included RockShox, Avid, Zipp, Truvativ, and Quarq.
US power meter company Quarq Technology became part of the SRAM family in 2011. SRAM also purchased the PowerTap power meter brand from Saris in 2019.
The addition of TIME Sport, and its pedal expertise, positions SRAM as a key player with the opportunity for the business to expand into pedal power measurement.
Founded in Nevers, France, in 1987, TIME’s clipless pedals system helped to improve lateral and angular float, offering riders a balance between performance and comfort. TIME added mountain bike pedals in 1993. Its road and MTB pedals have been ridden by cycling legends, including Julien Absalon, (FRA), Tom Boonen (BEL), Miguel Indurain (ESP), Greg LeMond (USA) and Anna van der Breggen (NED).
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, an industrial engineer and former elite bike racer.
“TIME is a brand full of passion, history and true innovation,” said Cardinal Cycling Group Partner Tony Karklins. “We are honoured to steward TIME into the future and to advance Resin Transfer Molding technology in the cycling industry.
Rossignol Senior VP Bike Division, Scott Rittschof, said “I’m thrilled that we have found two exceptional buyers for TIME. Each brings unique strengths to drive the great TIME brand forward.”
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 can continue to contact TIME for product service and support during a transition phase through mid-year 2021.
www.sram.com
www.time-sport.us
