Incremental enhancements. Perpetual improvements. Revolutionary Innovation. When advancements are continuously made to every attribute of every component, the result is overall performance that is simply second to none. And to real cycling enthusiasts, there is nothing more gratifying then achieving the ultimate ride. And the best part is that they just keep making it better. This is what SRAM is all about. Sure, a casual rider will appreciate solid performance, reliability, dependability and all the standard qualities one would expect. But it's the riders who live and breathe bicycles who love them most because bicycles are what they love, too. In fact, bicycles are their only love. Narrow minded yet forward thinking. Bike components are all they do - which is why they do them so mind-bendingly well. SRAM began with the goal of creating the absolute best shifting system and changed the cycling world forever with the introduction of Grip Shift. To support the innovation, they invested in Sachs Bicycle Company and built a state of the art manufacturing facility in Schweinfurt Germany. They had the vision and desire to expand their presence in the industry so they found the best suspension company, RockShox, joined forces with them, creating huge excitement in the global cycling community. Not content to stop there, they knew expanding their line with the best brakes, bottom brackets and cranksets would fine-tune the ride even more. So they teamed up with Avid and Truvativ. Now that the company have achieved total drive train nirvana, they will continue to seek and deploy technological and engineering advancements, as they compulsively refine and redefine the pinnacle of the ultimate ride.