SRAM expands distribution in Latvia, Lithuania and Croatia
SRAM has expanded its distribution network in three European countries through the appointment of Aspire Sports.
Starting from Autumn 2025, Aspire Sports will begin distributing and servicing SRAM brands in Latvia and Lithuania, including SRAM, RockShox, Truvativ, Zipp, TIME and Hammerhead.
Aspire Sports will share distribution responsibilities in Latvia and Lithuania with long-standing partner Hawaii Express, who will continue as the single distributor in Estonia.
Moreover, as part of the SRAM expansion strategy in Europe, Aspire Sports was also appointed as the single distributor of SRAM brands in Croatia.
“The Baltic countries and Eastern Europe represent growing markets,” said Tibor Gijssen, SRAM’s European Aftermarket Sales Director. “Partnering with Aspire Sports allows us to unlock the region’s potential, strengthen our market presence and enhance service for both dealers and riders.”
“We are delighted to expand our partnership with the SRAM brand to the Latvian, Lithuanian and Croatian markets and look forward to bringing excellent products, high-quality services and support to these exciting markets. This is another step towards fulfilling our vision of being a ‘Central European partner’ for our customers and suppliers,” said Ondřej Kopal, Brand Manager of Aspire Sports.
Recently, SRAM bolstered its presence further in Italy with a new facility in the Varese region, scheduled to open in 2026. The move followed the recent acquisition of Ochain, while staff from that business will be hosted in the new facility.
SRAM engineering, marketing and sales will also be housed in the new facility, as well as a new SRAM Technical Service (STS) Centre, dedicated to assisting Italian dealers with service, technical advice and warranty management for SRAM, RockShox, TIME, Quarq and Ochain products.
The new SRAM facility will serve as a hub for collaboration with local partners and as a venue for events, while being in a region ideal for road, gravel, and mountain biking.
