HammerHead (company)

SRAM LLC
Company type	Private
Industry	Bicycle components
Founded	1987
Founder	(initials of founders; names not specified)
Headquarters	Chicago, United States
Area served	Worldwide
Products	Bicycle components including Grip Shift systems, drivetrains, brakes, suspension forks, pedals, cycling computers, apparel
Owner	Private

SRAM LLC is a privately held manufacturer specializing in bicycle components, headquartered in Chicago, Illinois, and established in 1987. The company’s name derives from the initials of its founders. SRAM offers an extensive selection of cycling parts, including Grip Shift systems and drivetrains tailored for gravel, road, and mountain bikes, ranging from 7 to 13-speed configurations. A significant innovation from SRAM is the Eagle series of mountain bike drivetrains, designed to improve gear shifting efficiency. Additionally, SRAM was a pioneer in introducing a dedicated "one by" drivetrain featuring a single front chainring specifically for road cycling.

The company’s brand lineup encompasses Avid, RockShox, Truvativ, Quarq, Zipp, TIME Sport pedals, Hammerhead cycling computers, and Velocio apparel. Manufacturing primarily occurs internally at facilities located in the United States, Portugal, China, and Taiwan. SRAM distributes its products both as Original Equipment Manufacturer (OEM) components and through aftermarket channels.

History

In 1988, SRAM brought Grip Shift twist shifters to the road bike market and expanded this technology to mountain bikes by 1991. In 1990, SRAM initiated legal action against Shimano over alleged anti-competitive OEM discount practices. The resulting out-of-court agreement in 1991 facilitated greater OEM competition against Shimano.

Following this settlement, SRAM pursued growth through strategic acquisitions to offer comprehensive component solutions to bicycle manufacturers. This included absorbing former Fichtel & Sachs and Sachs-Huret divisions and acquiring key brands such as RockShox (2002), Avid (2004), Truvativ (2004), Zipp (2007), and Quarq (2011).

Noteworthy product developments include the 1995 ESP rear derailleur featuring a 1:1 cable actuation ratio compatible with ESP Grip Shifters; the introduction of trigger shifters with the high-end X.O derailleur in 2001; and the launch of Force and Rival road groupsets in 2006 incorporating proprietary DoubleTap shifting technology. Hydraulic disc brakes were introduced following the acquisition of Avid, alongside Motion Control damper technology developed for RockShox suspension forks.

SRAM unveiled the XX1 1x11 mountain bike groupset in 2012, incorporating a patented narrow-wide chainring design coupled with the X-Horizon derailleur to enhance shifting accuracy. This innovation was adapted for cyclocross with the Force CX1 groupset in 2014 and extended into Force 1 and Rival 1 road groupsets by 2015.

Wireless electronic shifting debuted with the RED eTap groupset in 2015, followed by integration of hydraulic disc brakes in the RED eTap HRD model introduced in 2016. The Eagle 1x12 drivetrain series launched that same year delivered a gear range of 500%, rivaling many traditional 2x setups. The WiFLi rear derailleur variant further broadened gear compatibility.

In 2017, SRAM released the more cost-effective GX Eagle 1x12 drivetrain. February 2019 saw the introduction of three wireless electronic groupsets—RED eTap AXS for road bikes and XX1 Eagle AXS/X01 Eagle AXS for mountain bikes—featuring Bluetooth Low Energy (BLE) connectivity and user-customizable controls via the AXS mobile application. These systems incorporated innovations such as integrated power meter chainrings, fluid dampers on rear derailleurs, and compatibility with RockShox Reverb AXS dropper posts.

In February 2021, SRAM expanded its portfolio by acquiring TIME Sport’s complete range of road and mountain pedals, cleats, and associated patents from Rossignol Group. TIME’s clipless pedal systems are recognized for their ergonomic design offering engineered lateral and angular float, widely utilized by professional cyclists globally.

Event sponsorships

SRAM actively promotes competitive cycling by partnering with various race organizers, including the Amgen Tour of California, Ironman events, the Sea Otter Classic, and Crankworks.

At the Amgen Tour of California (ATOC), SRAM acts as the neutral support sponsor for both men's and women's competitions and holds the title sponsorship for the women's race. Additionally, SRAM backs selected stages within the men's ATOC.

For professional Ironman competitions such as the US National, European, and World Championships, SRAM provides neutral race assistance. The company has been the title sponsor of the Sea Otter Classic in Monterey, California for nearly ten years, where it offers neutral race support alongside prominent product exhibitions and technical service areas at the event's expo.

SRAM also extends its support to the Crankworks festival held at Whistler Bike Park in British Columbia, Canada.

On October 17, 2022, SRAM was officially appointed as a supplier to the New York Yacht Club American Magic team for their campaign in the 37th America's Cup.

Triathlon

During the late 1980s and early 1990s, SRAM Grip Shifters became favored by triathletes because they allowed gear changes without removing hands from aero bars—providing a competitive advantage when aerodynamic shifting technology was scarce.

Today, SRAM sponsors leading triathlon athletes including Ironman World Champion Jan Frodeno, as well as Sebastien Kienle, Javier Gomez, Mirinda Carfrae, Alistair and Jonathan Brownlee, Caroline Steffen, Jordan Rapp, and Non Stanford.

Women's cycling

SRAM demonstrates strong commitment to women's cycling by designing products specifically suited for female athletes. Examples include shifters with Reach Adjust functionality, Quarq cranksets available in sizes down to 162.5 mm, and Zipp handlebars measuring 36 cm in width.

The company supports key professional women's cycling teams and events such as the Women's Amgen Tour of California powered by SRAM, CANYON//SRAM Racing, Boels-Dolmans Cycling Team, Twenty20 p/b SHO-AIR, and Rally Cycling Team.

Among notable women sponsored by SRAM are 2015 UCI Road World Champion Lizzie Armitstead, 2015 UCI Junior Road and Time Trial World Champion Chloe Dygert, 2014 UCI Elite Time Trial Champion Lisa Brennauer, and Trixie Worrack, winner of the 2015 Amgen Tour of California.

Brands

Through strategic acquisitions, SRAM has broadened its product range to offer a full suite of components under its flagship brand. Major brands acquired and incorporated into SRAM’s portfolio include Rockshox, Zipp, Avid, Truvativ, Quarq, and TIME.

Sachs Bicycle Components

In November 1997, SRAM purchased Sachs Bicycle Components from Mannesmann Sachs AG, acquiring a substantial internal gear hub manufacturing operation. At that time, Sachs employed approximately 1,250 people and generated annual revenues exceeding $125 million. Production of internal gear hubs was relocated from Germany to Taiwan in 2013.

By 2015, SRAM transformed the former Sachs facility in Schweinfurt into its research and development hub as well as its European distribution center. The remaining Sachs business is now owned by ZF Friedrichshafen AG and focuses on automotive components.

In 2017, SRAM discontinued production of internal gear hubs due to decreasing demand, lack of supplier interest, and increased competition from electric bicycles.

RockShox

On February 19, 2002, SRAM completed the acquisition of RockShox. Recognized as a pioneer in consumer bicycle suspension forks, RockShox broadened SRAM's offerings to encompass front and rear suspension systems, lockout remotes, maintenance tools, and dropper seatposts suitable for both mountain biking and road cycling. Following the acquisition, marketing and sales operations were relocated to Chicago, while product development activities remained based in Colorado Springs. Additionally, SRAM transitioned its Taichung, Taiwan manufacturing facility to produce RockShox components.

Avid

SRAM acquired Avid on March 1, 2004. Avid is a developer and manufacturer specializing in bicycle braking components. Its product lineup features mechanical disc brakes, rim brakes, levers, cables, and maintenance accessories designed for mountain biking, cyclocross, and road cycling disciplines. Much like RockShox, Avid’s product development stayed in Colorado Springs after the acquisition, with marketing and sales functions moving to Chicago.

Truvativ

In 2004, SRAM expanded its portfolio by acquiring Truvativ from Micki Kozuschek. This addition introduced cranksets, bottom brackets, handlebars, stems, pedals, seatposts, and chain retention systems to SRAM’s range. The acquisition allowed SRAM to provide complete drivetrains and launch its inaugural road groupsets in 2005. Product development for cranksets and bottom brackets continued at Truvativ’s facility in San Luis Obispo, California.

Zipp

SRAM took ownership of Zipp Speed Weaponry on November 6, 2007. Zipp is known for manufacturing carbon wheelsets and premium components such as cranksets, handlebars, stems, and wheels. Operating from Indianapolis, Indiana, Zipp produces all-carbon fiber rims domestically at its US-based factory.

Quarq

In 2011, SRAM acquired Quarq, a company specializing in power meter cranksets located in Spearfish, South Dakota. Founded by Jim and Mieke Meyer, Quarq is recognized for its crank-based power meters and has extended its offerings to include live telemetry solutions through the Quarq Race Intelligence system aimed at race organizers and media professionals. Quarq continues to operate out of its Spearfish headquarters.

Hammerhead

SRAM expanded its technology portfolio by acquiring Hammerhead in December 2021. Hammerhead focuses on cycling navigation devices.

Velocio

In March 2022, SRAM entered the premium cycling apparel market through the acquisition of Velocio.

Road & Gravel bike

As of August 2024, SRAM provides five distinct road bike groupsets ranked by price:

RED
RED XPLR
Force: available in mechanical and electronic versions
Rival: offered as mechanical and electronic
Apex

Year	Groupset
Year	RED	Force	Rival	Apex
2006		Force: 10-speed	Rival: 10-speed
2007	RED: 10-speed
2010				Apex: 10-speed
2012	RED 2012: 10-speed	Force 2012: 10-speed
2013	RED 22: 11-speed	Force 22: 11-speed
2014		Force CX1: 1×11 speed	Rival 22: 11-speed
2015	RED eTap A1: 11-speed	Force 1: 1×11 speed	Rival 1: 1×11 speed
2016	RED eTap HRD: 11-speed			Apex 1: 1×11 speed
2019	RED eTap AXS: 12-speed	Force eTap AXS D1: 12-speed
2021			Rival eTap AXS: 12-speed
2023		Force eTap AXS D2: 12-speed		Apex: 1×12 speed Apex AXS: 1×12 speed
2024	RED eTap AXS: 12-speed RED XPLR AXS: 1×13 speed

Mountain bike

SRAM provides a selection of 20 mountain bike groupsets, each designed for specific riding styles and budgets, categorized from high-end to entry-level:

Entry-level groupsets:

X7 (available in 2x10, 3x10, or 3x9 speed configurations)
X5 (offered in 2x10, 3x10, or 3x9 speed options)
X4
X3

Cross Country models:

XX SL Eagle Transmission with 1x12 speed
XX1 Eagle AXS featuring 1x12 speed
XX1 Eagle with 1x12 speed
XX1 with 1x11 speed

Downhill series:

X01 DH available in 1x7 or 1x10 speed
GX DH with 1x7 speed

E-MTB specific groupset:

EX1 with 1x8 speed

Enduro range:

X0 Eagle Transmission offering 1x12 speed
GX Eagle Transmission with 1x12 speed
X01 Eagle AXS featuring 1x12 speed
X01 Eagle with 1x12 speed
X01 available in 1x11 speed
X1 with 1x11 speed

Trail riding options:

XX Eagle Transmission, 1x12 speed
GX Eagle Transmission, 1x12 speed
GX Eagle AXS, 1x12 speed
GX Eagle, 1x12 speed
GX (configurable as 1x11, 2x11, or 2x10 speeds)
NX Eagle with 1x12 speed
NX available in 1x11 speed
SX Eagle featuring 1x12 speed
X0 with a 2x10 speed setup
X9 offered in either 2x10 or 3x10 speeds

Corporate

In 2008, SRAM attracted a strategic investment of $234.8 million from Trilantic Capital Partners, previously known as Lehman Brothers Merchant Banking. On May 12, 2011, the company submitted paperwork to raise up to $300 million through an initial public offering (IPO), intending to restructure its debt and repay private equity investors. Nevertheless, due to instability in the stock market, the IPO was postponed. By 2010, SRAM had recorded net sales of $524.1 million, reflecting an approximate annual growth rate of 16% over the preceding four years and capturing an estimated 15% share of the $3.5 billion global bicycle components industry.

Annual revenues

1987: $0 million
1994: $25 million
1995: $40 million
1999: $120 million
2001: $120 million
2003: $150 million
2004: approximately $160 million
2006: $283.8 million
2007: $356.0 million
2008: $478.4 million
2009: $399.6 million
2010: $524.2 million
2016: $640 million
2017: $725 million
2020: $974 million

SRAM Cycling Fund

The SRAM Cycling Fund serves as SRAM LLC’s philanthropic and advocacy arm, allocating $10 million between 2009 and 2014 to back initiatives focused on industry advocacy and research.

External links