In this episode, Tyler sits down with Shimano North America’s MTB Product Manager Nick Murdick to talk about the all-new XTR M9100 mountain bike group, then Watts rants about their pricing structure in the US. Afterward, we switch gears to a little speculation about the SRAM Eagle eTap spy shots we took at a recent World Cup race, then show off Watts’ freshly painted Niner RLT Steel before he destroys it racing the Dirty Kanza. It’s another great episode to kick off your weekend!

Discussed in this episode:

  • The all-new Shimano XTR M9100
  • We visit Osaka for a Shimano Factory Tour
  • Spy shots of SRAM Eagle eTap

Special thanks to Ozzy for doing our intro!



  1. This whole thing about Shimano pricing doesn’t quite add up. The way SRAM has dealt with it is by putting a serial number on every part. If you sell SRAM OEM parts to who ever or aftermarket SRAM parts to a customer in a region that they tell you not to they trace the serial number to the original seller and will stop accepting their business. Chain Reaction follows those SRAM rules, as does Bike24 and most others.

    There was a rumor that Shimano was going to serial number all parts so they were traceable.

    • What SRAM’s policy means in reality is that it’s often almost impossible to get their parts in some places. Here in Australia there are two official agents, one for road and one for MTB, and some builds need parts from both. Info is hard to come by and SRAM’s documentation is terrible compared to Shimano’s IMO. Since Oz is a small market, we’re a low priority for many companies and things are often out of stock, or else never become available here.

      Strangely enough, while most European sources won’t ship SRAM bits here, some US companies will, and they often actually hold stock. My usual solution is nonetheless to stick with Shimano since it works and is available from everywhere, so more items can actually be obtained.

      People who try to tie up distribution just end up frustrating people who would buy their stuff – if it was available to them; I try to avoid buying anything from those who do this.

  2. I love all this talk about Shimano MSRP handling, or lack thereof. This is one of the biggest issues affecting the bike industry and it doesn’t get the airtime it deserves! I’m a bike shop owner and it’s only because Shimano has a stranglehold on the market that I deal with them. If I had a choice, I would sell nothing but SRAM and Campy. I don’t care what excuses Shimano and it’s reps give, Shimano is the one holding all the control and they seem to be doing nothing about it. I just wish Shimano would take some responsibility for their action (or lack of) and make some positive change!!

    • And in time all this price control crap will drive more and more business to the direct from China knockoff market. Allot of people are already doing this in various ways. If it’s not knockoff, then new brands just as happened in the auto market of the 70’s, and many other markets. Frames, handlebars, jerseys etc. Allot of cycling stuff is way way overpriced, not to mention things like $38 and a week to change one single spoke when everyone is standing around doing nothing, and this doesn’t even cover all the times I’ve been lied to since I don’t look like the typical bro. Lastly, if you are trying to limit the brands your customers can buy from you, then you have forgotten that you are there to serve the customer wants/needs. I don’t wish you ill will, but you and the cycling industry are allot of your own problem.

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