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…
I heard SRAM delayed negotiations… just buying time.
can’t wait for the sram ‘enhancements’
@Charlie Hobbs been drinking by any chance 🙂
Wonderful pedals, brought my atac ones 20 years ago & still going strong. Always work and great float. The one bit of old kit on my modern bike.
@jordan … oddly I was not drinking. I leave editorial things to the editorial people who can spell and clever stuff like that. But… to miss that pun?
I love my time pedals, use both the MTB and road versions. The cleat bars with the springy bit on the first pair I ever had are looking a bit thin and bendy now…
Only time I really use SPD is on the spin bikes at the gym, but for some reason, I’ve not done that for a looonnnggg time…