June 23, 2021

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SRAM acquires Time’s pedal business

One of France’s most recognised cycling brands is splitting. Time has confirmed that its pedal and bicycle businesses have successfully been acquired by SRAM and the Cardinal Cycling Group respectively.

Located nearly perfectly in the middle of France, Time has been innovating within the clipless pedal market since 1987 and since then, some of the most storied riders in modern cycling history have pedalled a set of Time pedals. These include Greg LeMond, Miguel Indurain and Tom Boonen.