If you’ve been researching high-end road or gravel bikes, you’ve likely come across Time—a brand famous for its handmade carbon frames and unique carbon-weaving technology. But many cyclists are confused about one thing: is Time Bikes owned by SRAM? The short answer is no—but there’s a twist worth understanding if you’re considering buying a Time frame or pedal set.
No, Time Bikes Is Not Owned by SRAM
Time Bikes is not owned by SRAM. The bicycle division of Time is owned by Cardinal Cycling Group, an American company based in Little Rock, Arkansas. Cardinal purchased Time from the Rossignol Group in 2021 and currently manages the brand’s design, manufacturing, and distribution worldwide.
However, here’s where the confusion starts: SRAM does own the Time pedal brand. When Rossignol sold Time, it split the business into two parts:
- Time Sport (pedals) → Purchased by SRAM
- Time Bicycles (frames and complete bikes) → Purchased by Cardinal Cycling Group
So, while SRAM owns and produces the Time pedal line, including popular models like the Time XPRO and XC series, it does not own the bicycle division. The bikes themselves remain fully independent, with design and carbon production happening in Europe.
Who Owns Time Bikes?
Time Bicycles is owned by Cardinal Cycling Group, an independent U.S.-based company founded by Tony Karklins and Patrice Lemieux. The company focuses on preserving and expanding premium cycling brands with heritage and craftsmanship at their core.
Under Cardinal’s ownership, Time continues to design its frames in Voreppe, France, and manufacture them in its Gajary, Slovakia facility. This ensures that every Time frame remains 100% European-made and true to the brand’s French origins.
Why the Confusion Between SRAM and Time?
The mix-up comes from the fact that Time once operated both a frame and pedal division under a single brand name. When the Rossignol Group sold Time in 2021, the company was split between two buyers:
- SRAM acquired Time’s pedal business to strengthen its component lineup and expand its road and mountain pedal offerings.
- Cardinal Cycling Group acquired Time’s bicycle division, including all carbon frame technologies and manufacturing facilities.
This means today there are technically two “Time” brands under different ownership—but they both continue to carry the French legacy forward in their respective product lines.
How the SRAM Acquisition Affected Time Pedals
When SRAM bought the Time pedal division, it rebranded the product line as Time Sport by SRAM. The acquisition brought renewed investment and global distribution through SRAM’s existing dealer network, ensuring that Time’s pedal technology reached a broader audience.
However, SRAM’s ownership is limited to pedals only—it does not produce or sell Time-branded frames, forks, or complete bicycles.
Cardinal Cycling Group’s Vision for Time Bicycles
Cardinal Cycling Group has focused on restoring Time’s reputation as a boutique carbon frame manufacturer. Their goal is simple: to preserve the brand’s European craftsmanship and precision while expanding availability for riders in North America and beyond.
Under Cardinal’s leadership, Time has introduced updated versions of its most iconic frames, such as:
- Alpe d’Huez: Lightweight and responsive—perfect for climbers.
- Scylon: Aerodynamic and stiff for all-out speed.
- ADHX: Time’s first dedicated gravel bike, combining endurance comfort with carbon mastery.
Each of these models continues to be designed in France and handcrafted in Europe, staying true to Time’s heritage of performance and innovation.
Verdict: Is Time Bikes Owned by SRAM?
The answer is clear: No, Time Bikes is not owned by SRAM. SRAM owns Time Sport (pedals), while Time Bicycles—the maker of carbon road, gravel, and endurance frames—is owned by Cardinal Cycling Group. So if you’re buying a Time bike, you’re getting a European-made frame backed by an American company that values quality, not mass production.
FAQs
1. Is Time Bikes owned by SRAM?
No. SRAM only owns the Time pedal division. The Time bike division is owned by Cardinal Cycling Group.
2. Who currently owns Time Bicycles?
Cardinal Cycling Group owns Time Bicycles. They acquired the brand from Rossignol in 2021 and manage all frame design and production from Europe.
3. Are Time pedals and bikes made in the same place?
No. Time pedals are now produced under SRAM’s facilities, while Time bikes are designed in France and manufactured in Slovakia at Time’s carbon facility.
