SRAM Buys Time Pedals

For years, SRAM had a clipless-pedal-shaped hole in its complete groupset picture, compared to rivals Shimano. With almost* universal acceptance of Shimano’s SPD platform for clipped-in riding, it seemed unlikely that SRAM would be able to come up with a pedal system as simple and reliable as Shimano unless SRAM did something like buy Time Pedals. And today, SRAM has announced that it has just inked a deal to buy Time Pedals.

Time Pedals was one of the very early road clip-in pedal innovators in 1987 and then the Time ATAC pedal arrived in 1993, winning the hearts of many mountain bikers. With its near-indestructable construction, positive disengagement and comfortable float, the Time ATAC found many fans among XC racers, ‘cross riders and riders with wonky knees who appreciated the less-restrictive feel the pedals gave them. Time had previously collaborated with companies like Mavic for a while, but here, SRAM has just bought the whole Time Pedals company, Victor Kiam style (was his middle name really ‘Kermit’?!) from owners Rossignol – while the other portion of Time, which makes well-regarded road bikes, is continuing with a different buyer.

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SRAM’s purchase of Time Pedals means that, with its other companies, like RockShox, Truvativ, Zipp and others, that it has near enough a complete bike’s worth of components to offer to customers, save perhaps tyres. (And conspiciously, an e-bike motor company too). We look forward to seeing what SRAM brings to the Time name, with SRAM’s global scale and product design reputation.

Things’ll start changing over mid-2021, but we probably won’t see anything beyond rebadged Time products for a year or so. Stay tuned. In the meantime, visit Time here, SRAM here, or our recent Time Pedal review here.

*Yeah – OK, Crank Bros fans and, oh, Time…

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