SRAM strengthens in Italy with new facility & STS, opening 2026
SRAM is bolstering its presence further in Italy with a new facility in the Varese region, scheduled to open in 2026. The move follows the recent acquisition of Ochain and 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.
“We are excited to establish a new facility and our STS Center in Italy,” said Steffen Fuchs, SRAM Director of Technical Support. “This office is more than a service hub—it will be a cornerstone for our growth in the Italian market.”
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.
“The Ochain acquisition opened the door for us to grow our presence in Italy across all channels,” said Tibor Gijssen, SRAM European Aftermarket Sales Director. “This new structure will strengthen our ties with dealers, distribution partners, and the broader Italian cycling community.”
Beltrami TSA, SRAM’s longstanding partner in Italy, will remain a key distributor with responsibilities for paid technical services, regional race team support and warranty services for Zipp alongside the new SRAM STS facility. Beltrami will also continue to run the SRAM Tech Academy, having trained more than 150 technicians in 2024 alone.
“We welcome SRAM’s investment in Italy,” said Salvatore Miceli of Beltrami TSA. “The new Tech Centre builds on the work we’ve developed over the past three years and ensures strong continuity in post-sales support. With SRAM directly managing warranty activities, we can focus on delivering high-value services, expanding the Academy, and strengthening Beltrami TSA’s role as a trusted partner for dealers and riders.”
SRAM’s European STS network already includes facilities in Germany, Benelux, and France—Italy is the next step. SRAM’s Italian distributors—Beltrami TSA and Accell SEU Italia—will continue to distribute SRAM, RockShox, and Hammerhead, with Beltrami also handling TIME and Zipp.
