SRAM Purchases TIME Sport Pedal Business from Rossignol Group

Date Feb 22, 2021

Announced today, SRAM continues its longstanding tradition of strategic acquisition, this time acquiring TIME's collection of road and mountain bike pedals, cleats and patents from the Rossignol Group. Read on below for all the details on the transaction and next steps for the organization.

SRAM is proud to announce the acquisition of the entire range of road and mountain pedals, cleats, and all related patents of TIME Sport from Rossignol Group. The companies completed the transaction on February 18, 2021.

Founded in Nevers, France, in 1987, TIME’s clipless pedals system redefined ergo-dynamic compliance for riders by improving lateral and angular float, perfecting their balance between performance and comfort. TIME added mountain bike pedals in 1993. Their road and MTB pedals have been ridden to victory by legends, including Julien Absalon, (FRA), Greg LeMond (USA), Tom Boonen (BEL), Anna van der Breggen (NED), and Miguel Indurain (ESP).

“TIME is a legendary brand and was the first to focus on ergonomics through the pedal stroke. We will work to preserve TIME’s history and heritage, and continue their legacy of innovation and quality.” - SRAM President Ken Lousberg.

SRAM historically has expanded its product platforms through organic product development focused on innovation, and integrative acquisitions. SRAM’s strategic acquisitions include RockShox, Avid, Zipp, Truvativ, and Quarq.

In a separate transaction, TIME’s bicycle business has been purchased by Cardinal Cycling Group, including all related patents, trademarks and ownership of the TIME’s RTM composites factory. Cardinal Group ownership includes American Tony Karklins, the founder of Allied Cycle Works and former Orbea USA Managing Director, and Frenchman Martial Trigeaud, industrial engineer and former elite bike racer.

“TIME is a brand full of passion, history and true innovation. We are honored to steward TIME into the future and to advance Resin Transfer Molding technology in the cycling industry.” - Cardinal Cycling Group Partner Tony Karklins.

Both companies will continue to market products under the TIME name. SRAM will focus relevant external communications as TIME Sport, and Cardinal Cycling Group will utilize TIME Bikes. Customers will continue to contact TIME for product service and support during a transition phase through mid-year 2021.

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RNAYEL  - Feb. 22, 2021, 1:45 p.m.

This announcement feels very Spéciale


+4 Timer tashi Evil_bumpkin AJ Barlas
Cr4w  - Feb. 22, 2021, 2:44 p.m.

If you thought these pedals were expensive before just wait until they're rereleased in some new SRAM-only spindle standard.


+2 Evil_bumpkin Cr4w
tashi  - Feb. 23, 2021, 7:30 a.m.

Yes sir, this spindle is .5 mm bigger and has a different thread pitch. You’ll need new cranks. Ones that require a proprietary chainring. And proprietary BB. 



Evil_bumpkin  - Feb. 23, 2021, 9:17 a.m.

haha logged in to say this exactly! Bring on the Booste Pedal!


tashi  - Feb. 23, 2021, 7:27 a.m.

Oh good, now SRAM’s unique product development and engineering methods can be applied to another already excellent, reliable product!


+1 Cr4w
RNAYEL  - Feb. 23, 2021, 7:56 a.m.

I've been riding Time pedals since 2000, almost exclusively,  and actually just picked up a pair, so I should be good for a couple more years. 

That being said, I picked up a pair of Look X-track on boxing day after seeing @Cr4w praise them on the forum, and I must say that I am impressed.


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