During the show, the CI.N team caught up with SRAM’s Alex Rafferty to discuss the latest news and innovations from the component manufacturer, notably the SRAM AXS and RockShox Reverb update launched in February.
“SRAM AXS and RockShox Reverb AXS is probably our most exciting and biggest draw at the moment. They’re huge conversation pieces, people come in just excited to see real electronic integration of components where you get rid of the wires and all of that clutter, if you will, on the bike,” explains Rafferty, who believes getting hands on with the brand’s products at the show was the best way for Eurobike visitors to feel the difference in the new technology.
Rafferty reveals that while the time frame from concept to finish for a ‘standard product’, perhaps a set of brakes or new mechanical drive train, would typically take around two years, AXS goes ‘way deeper’ than that.
“AXS is how our electronic components communicate with each other, it’s the umbrella of which all of those products sit underneath, be it SRAM Eagle AXS Drivetrain, RockShox Reverb AXS, or SRAM Red Etap AXS out on the roadside. They all communicate on the same platform now, so AXS is this management system they all talk to each other through, which means there is an added complexity in product development, for sure.”
In fact AXS, in terms of wireless electronic shifting for the MTB, was being designed around six years ago and has since undergone a number of innovation, design phases and prototypes. Over 100 guests attended Zyrofisher’s AXS launch event back in February.
Rafferty is a strong believer in there being a high level of understanding of SRAM’s products within the industry amongst retailers and mechanics: “Bike shops, technicians, mechanics all understanding our products and being able to work on them, to service them, to do whatever needs to happen. One of our main objectives with product development is create components that are easy to service, easy to maintain, easy to adjust and fit, and I would say that across the board for all of our products.”
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