Chicago based SRAM integrates New York bases Hammerhead into their portfolio. Beside Hammerhead are RockShox, Zipp, TIME, TRUVATIV, and Quarq, independent subsidiaries from SRAM LLC.
SRAM integrates Hammerhead
The acquisition of Hammerhead gives SRAM access to GPS Technology they haven’t had before. Hammerhead was founded in 2013 by Piet Morgan and Laurence Wattrus. With the launch of the Karoo 2 cycle computer in 2020, the company was a serious competitor to the ”usual suspects Garmin and Wahoo. The success of the Karoo 2 stayed not unnoticed by SRAM and in 2021 talks started to the acquisition. The companies completed the transaction on December 30, 2021, but announced the news on January 19, 2022. Hammerhead achieved 7x revenue growth and their community of riders have clocked over a million hours of gravel, concrete, and trails covered.
AXS and Karoo
With the standard ANT+ protocol as there is today between SRAM’s electronic shifting technology and Hammerhead’s Karoo 2. It will be just a matter of time before a deeper integration will be available for riders. AXS is SRAM’s ecosystem that supplies mountain- and road cyclists shifting and braking components to support their rides.
Another interesting development in this acquisition is the fact that SRAM has its own GPS cycling computer, whereas big competitor Shimano hasn’t. Hammerhead on the other hand would probably get more resources to take more market share from Garmin and Wahoo.
Pieter Morgan, CEO and co-founder of Hammerhead says, “Hammerhead has always been focused on building the world’s best cycling computer. Joining the SRAM portfolio allows us to innovate and expand even more rapidly, and ultimately deliver a better riding experience for cyclists.”
Of course, it’s difficult to predict the future of Hammerhead and their products but it looks like they have the momentum on their side. I’m very curious about what these two American companies will bring to the table.