SRAM acquires Time Sport’s pedal business

The SRAM Group has today announced that it has acquired the Time Sport pedal business from Rossignol, which has now disposed of the brand entirely.

Earlier this month the Time Sport frame factory and associated intellectual property were sold on to the Cardinal Cycling Group, though the pedal business was left out of the deal.

For the SRAM Group the acquisition bolsters the arsenal of the components giant, which is also parent to brands like Rock Shox, Truvatv, Zipp and Quarq, each acquired via acquisition.

“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,” SRAM President Ken Lousberg said.

Founded in Nevers, France, in 1987, Time’s clipless pedals system lays claim to redefining ergo-dynamic compliance for riders by improving lateral and angular float, perfecting the balance between performance and comfort.

Time added mountain bike pedals in 1993. Their road and MTB pedals have been ridden to victory by legends, including Julien Absalon, (FRA), Greg LeMond (USA), Tom Boonen (BEL), Anna van der Breggen (NED), and Miguel Indurain (ESP).

The patents now owned by SRAM cover road and mountain bike pedals, cleats and more.

Both SRAM and the Cardinal Cycling Group will continue to market products under the Time name. SRAM will focus relevant external communications as Time Sport, and Cardinal Cycling Group will utilize Time Bikes. Customers will continue to contact Time for product service and support during a transition phase through mid-year 2021.