Wee Cog is a small business based in Peebles, the Scottish Borders, owned by me Rebecca Harris, where I design and make saddle bags and accessories for bikes. Bikes are…
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.
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…
Singletrack Premier Partner Selection
If you like what we do - if you like our independence then the best way to support us is by joining us. Every penny of your membership goes back into Singletrack to pay the bills and the wages of the people who work here. No shareholders to pay, just the people who create the content you love to read and watch.