SRAM purchases Time pedal brand

SRAM has just announced that on 18 February it has completed the process of acquiring the entire range of Time pedals, as well as their patents. The Time Sports brand, which is specialised in pedals, previously belonged to the Rossignol Group and will now bring the components catalogue under the SRAM umbrella.

SRAM acquires Time pedals

The Time clipless pedal brand was founded in Nevers, France, in 1987, and its main contribution was to improve ergonomics by perfecting the balance between performance and comfort. In 1993 it added MTB pedals to its catalogue and great cyclists have used them, such as 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,” said SRAM president Ken Lousberg.

SRAM traditionally expands its product range through its own innovation-focused development and integrative acquisitions. SRAM's strategic acquisitions include RockShox, Avid, Zipp, Truvativ, Quarq and now TIME.

In a separate transaction, Cardinal Cycling Group has purchased TIME's bicycle business, including all patents, trademarks and ownership of TIME's RTM composites factory. Cardinal Group is owned by American Tony Karklins, the founder of Allied Cycle Works and former Managing Director of Orbea USA, and French industrial engineer and former professional cyclist Martial Trigeaud.

“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 strength 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 on communication as TIME Sport, and Cardinal Cycling Group will use TIME Bikes. Customers will continue to be able to contact TIME for after-sales service and product support during a transition phase until mid-2021.