GEAR – SRAM acquires Time Sport’s pedal business

After Cardinal Cycling Group took over the frame and bike activities as well as the RTM composites factory, SRAM announced that it had acquired TIME Sport’s pedal business from the Rossignol group.

Source: Press Release

SRAM is proud to announce the acquisition of TIME Sport’s entire range of road and mountain bike pedals, cleats, and all associated patents from the Rossignol group. The companies finalized the transaction on February 18, 2021.

Founded in Nevers, France, in 1987, the TIME automatic pedal system redefined biodynamic standards for cyclists by improving lateral and angular float and perfecting the balance between performance and comfort. TIME added mountain bike pedals to the range in 1993. Their road and mountain bike pedals have been used by legends such as Julien Absalon (French), Greg LeMond (USA), Tom Boonen (Belgian), Anna van der Breggen (Dutch), and Miguel Indurain (Spanish) in their quests for titles and victories.

“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, while continuing its quest for innovation and quality,” said Ken Lousberg, President of SRAM.

SRAM has historically expanded its component ranges through organic product development focused on innovation and through brand acquisitions. SRAM’s strategic acquisitions include RockShox, Avid, Zipp, Truvativ, and Quarq.

In a separate transaction, TIME’s frame and bike business was acquired by Cardinal Cycling Group, including all patents, trademarks, and property titles of the TIME RTM composites factory. The Cardinal Group is owned by American Tony Karklins, founder of Allied Cycle Works and former general manager of Orbea USA, and by Frenchman Martial Trigeaud, an industrial engineer and former Elite racer.

“TIME is a brand full of passion, history, and true innovation. We are honored to continue TIME’s development and advance the unique carbon fiber braiding technology (RTM, Resin Transfer Molding) in the cycling industry,” said Tony Karklins, partner of Cardinal Cycling Group.

“I am delighted that we have found two exceptional buyers for TIME. Each brings unique qualities to advance the TIME brand,” said Scott Rittschof, Senior Vice President of Rossignol’s cycling division.

Both companies will continue to market their products under the TIME name. SRAM will orchestrate its communication as TIME Sport, and Cardinal Cycling Group will use TIME Bikes. Customers will continue to contact TIME for technical service and product support during the transition phase, until mid-2021.