Pedal and bike manufacturer Time was purchased by Rossignol Group (who also own Felt and many winter-sport gear brands) in 2016. Since then, it’s continued to develop tech, improve manufacturing systems, and produce quality gear. However, the brand failed to hit the size expected by Rossignol, resulting in the pending sale of Time to the French startup, WhaTTfornow.

The Time Alpe d'Huez is the lightest frame Time has ever made.
photo c. Time

Closing the deal

Sometime this summer, WhaTTfornow will become the new owners of Time and all of its programs. This includes the manufacturing of Time carbon frames, forks, and accessories which currently takes place at the Slovakia based Carboprax factory. It also includes all commercial programs including the marketing and sales of Time pedals… which are currently manufactured in Rossignol’s factory in Never, France.

The sale of Time will be finalized after finances have been cleared up, and is expected to go through sometime this summer.

TIME Aero Road

What’s next for Time?

About 20 Time employees will be making the move to Rumilly, France, and will take on a previous Salomon ski factory as a home base. There’s no word on whether there will be any changes to its product lines, but the future is unknown and the tides could change.

WhaTTfornow TTX Player
photo c. WhaTTfornow

More on WhaTTfornow

WhaTTfornow is aiming to build a bike group focused on brands based in the Auvergne-Rhône-Alpes region of France. The group was established in 2016 by François Guers with ex-Solomon managers, and immediately took focus on e-bike motor systems. Their Twin Transmission includes a unique set up with a standard drivetrain on the right side of the bike, and a separate belt drive “Power Boost Transmission” on the other side of the bike with a massive rear sprocket. This is coupled with a 200Wh battery which is housed in the seat tube for a better center of gravity and improved handling. In spite of the fact that the battery housing extends all the way up to the saddle, the frames are still dropper post compatible. The result is an e-bike that is as light as 16kg (35.2lbs) and can be pedaled without any assist, or with the Power Boost.

Time Sports appears to be the first brand purchase by WhaTTfornow, but with their goal being to build a portfolio of French cycling brands, we could see more acquisitions in the coming years.


    • Time Atac #4 through to #8 MTB pedals (might be some model info I’m missing)are still the best pedal around in my opinion. Their representation is terrible here in Canada. Usually crank bros is the alternative offering to Shimano, for example. Which I suppose is fine for retailers, considering how often eggbeaters need servicing/rebuilding.

      Shame really.

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