SRAM adds TIME, another long-established cycling brand, to their portfolio with their purchase from Rossignol. Closing out one of the few remaining gaps in their complete road, gravel & mountain bike component offering, Time pedals are set to officially join the SRAM family later this year.
SRAM buys TIME pedals, completes bike component portfolio
“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,” says SRAM President Ken Lousberg.
The purchase expands SRAM’s component offering to now include pretty much every component you need to build a bike beyond the frame. Interestingly, the only thing I can think of not within the newly expanded SRAM catalog might be saddles. So I wonder which saddle maker is about to get gobbled up?
Add Time to the list of other industry brands bought up by SRAM over the years, like Avid brakes, RockShox suspension, Zipp aero wheels & cockpits, Truvativ mountain bike components, Quarq power meters & other electronic gadgets. SRAM’s history of strategic acquisitions over the years has helped develop the American drivetrain maker into the powerhouse it is today. The resulting component crossover has often made the function & ease of use of individual components better, especially together with the integration of disc brakes in road groups, MTB cockpit integration, and the recent cross-compatibility with wireless AXS controls.
It also gives SRAM powerful leverage when negotiating drivetrain OEM spec with bike makers to include more of their components in complete bike builds.
Probably not surprising, the Time acquisition by SRAM is mostly limited to the French company’s pedal portfolio. Curiously, shoe intellectual property was included in the purchase as well, although SRAM sounds unsure whether they plan to do anything with Time shoes for the time being.
Last summer, both the pedal & bike divisions were being bought up by French e-bike startup WhaTTfornow from Rossignol. It seems that transfer never really took, as now SRAM says they’ve purchased the “entire range of road and mountain pedals, cleats, and all related patents of TIME Sport from Rossignol Group”.
As for the bike division, it seems new investors Cardinal Cycling Group acquired Time’s French RTM Composite carbon-frame production factory and all the bike/frame intellectual property earlier this month. Cardinal is a new partnership that brings together a French engineer & healthcare COO named Martial Trigeaud with the American founder of Allied Cycles, Tony Karklins who left that company a few years back. No word yet on if or when we could expect to see new Time or Cardinal? bikes.
What does all of this mean?
First, SRAM says from the middle of 2021 they will now take over providing spare parts & cleats for current Time pedal users, and will take over existing product warranties. Going forward, SRAM says they plan to integrate pedal products into their portfolio, keeping the TIME name.
Beyond that, it’s likely we’ll see some crossover from Time pedals into more of the SRAM family. That could probably even come first through co-development with Quarq in the form of power meter pedals? Bicycle Retailer also reported earlier this month that SRAM pulled PowerTap power meter pedals & hubs from their Quarq powermeter family…
Maybe that means the next SRAM pedal update will be Time pedals that incorporate Quarq power meter tech? Until then, your SRAM-equipped road, gravel, cross-country, and enduro mountain bikes can all get in-family, ergonomic Time pedals.