SRAM acquires Hammerhead to expand into bike GPS computers
What's the deal? SRAMDealroom has a profile for this one. Try Dealroom →, the world's second-largest bike component manufacturer, has acquired GPS computer maker Hammerhead. SRAM finalised the deal at the end of 2021 and will continue offering bike computers and accessories under the Hammerhead brand.
What each company does: SRAM makes drivetrains, suspension elements, wheels, and other components. Hammerhead's flagship product is the Karoo 2, a GPS bike computer popular with professional and amateur athletes.
Why now? Hammerhead's rapid growth and its presence in professional cycling attracted SRAM's interest at the end of 2020. SRAM says its main aim is to tap the potential of the Karoo 2.
What's the endgame? The acquisition strengthens SRAM's position in electronics and accessories. SRAM and Hammerhead plan to develop seamless communication between bike computers and electronic shifting systems — regardless of who builds the hardware on a mountain, road, or gravel bike.
What changes for customers? Little for now. SRAM will retain the Hammerhead brand, and production and distribution channels for its computers will remain unchanged.
The signal: The deal reflects component makers moving deeper into electronics as bikes go increasingly digital. SRAM's group already includes QuarqDealroom has a profile for this one. Try Dealroom → and, since February 2021, the pedal division of Time — a steady expansion beyond mechanical parts into a connected riding ecosystem.
Read more: BIKE Magazin
