SRAM acquires TIME pedals. Is there a SRAM energy pedal coming?
SRAM has announced the purchase of the French pedal brand TIME. At the latest in a long list of acquisitions, including Quarq, Zipp, Powertap, RockShox, Truvativ and Avid, the TIME acquisition brings SRAM with an established brand into the pedal market.
SRAM has confirmed that it will continue to offer TIME cleats and pedal replacement parts from "mid-2021", but has not yet decided to continue the TIME shoe series.
TIME warranties will be recognized by TIME Sport until SRAM takes over sales and service later this year. At this point in time, SRAM announced that it would "incorporate TIME Sport into its published warranty policy".
The takeover of the TIME Sport pedal and shoe line by SRAM follows the recent acquisition of the French brand's bicycle and frame lines by the Cardinal Cycling Group.
According to a statement on the SRAM website, both new owners will keep the iconic TIME branding: “Both companies will continue to market products under the TIME name. SRAM will focus the relevant external communication as TIME Sport, and the Cardinal Cycling Group will use TIME Bicycles. "
TIME's racing and mountain bike pedals have cult following, but are less popular than they used to be.
TIME has a long history in clipless pedals, with its first release in 1987. Since then, TIME has grown into a powerhouse in the bicycle industry, arguably one of the most popular pedals at a time before it faded in recent years.
The high point for TIME was arguably around 2005 when its pedals were popular with both professional and amateur bikes. The Quickstep teams rode TIME carbon frames and Tom Boonen powered a TIME VXRS Ulteam and RXS pedals to win the Tour of Flanders, Paris-Roubaix and the World Championship in one glorious season.
At this point, SRAM had not yet entered the street market. 16 years later, SRAM is an industry leader who is used to acquiring other brands. Only time will tell what exactly SRAM has planned for the TIME area. However, we speculated last week about what the disappearance of Powertap, another brand acquired by SRAM, might mean. Could a TIME pedal add another twist to this story?