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SRAM buys Time Sport pedal business

Could US company be planning to add power meter tech to Time’s pedal systems?

US component company SRAM has bought the Time Sport pedal business from the Rossignol Group, owners of Felt Bicycles, among other brands. With SRAM already a big player in the power meter market with its Quarq and PowerTap brands, the acquisition could pave the way for it to produce pedal-based power meters using Time’s pedal/cleat systems.

SRAM has bought Time’s entire range of road and mountain bike pedals, cleats, and all related patents.

SRAM says that it has “historically expanded its product platforms through organic product development focused on innovation, and integrative acquisitions”, and that this latest acquisition follows that pattern.


SRAM’s previous acquisitions include RockShox, Avid, Zipp, Truvativ, and Quarq. It says that it will continue to market products under the Time name.

SRAM also acquired the PowerTap line of power meters from Saris in April 2019, but quietly dropped the pedal and hub-based systems from its website recently, as we reported last week. The power meter market is changing fast but it’s odd that SRAM stopped selling the PowerTap systems less than two years later after acquiring the brand.

Could it be that SRAM is planning to pair technology from PowerTap and Time to introduce a new range of pedal-based power meters? It’s complete speculation but we’d say it’s a distinct possibility.

Mat has been in cycling media since 1996, on titles including BikeRadar, Total Bike, Total Mountain Bike, What Mountain Bike and Mountain Biking UK, and he has been editor of 220 Triathlon and Cycling Plus. Mat has been technical editor for over a decade, testing bikes, fettling the latest kit, and trying out the most up-to-the-minute clothing. We send him off around the world to get all the news from launches and shows too. He has won his category in Ironman UK 70.3 and finished on the podium in both marathons he has run. Mat is a Cambridge graduate who did a post-grad in magazine journalism, and he is a winner of the Cycling Media Award for Specialist Online Writer. Now over 50, he's riding road and gravel bikes most days for fun and fitness rather than training for competitions.

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peted76 | 3 years ago

That is actually potentially quite annoying. I'm price conscious. Time pedals have been my go to pedal for some years now, they have a high retail price but are 'always' on sale which brings them down to 'normal pedal prices'..  anything with SRAM involved seems to go up in price or not be be discounted so much. I'm in the market for a new set of pedals.. this makes me think I might just hold off for a bit to see what happens.


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