Bell Lap Advisors Leads Saris Cycling Group In Sale Of Powertap Product Line To Sram, LLC

Date

April 2019

Client

Saris Cycling Group

Service

Sell-Side M&A Advisory

Buyer

SRAM

Cycling, Mountain Biking, Fitness, Technology, Outdoor Recreation

SRAM LLC, based in Chicago, IL, acquired the PowerTap line of bicycle power meters from Saris Cycling Group. Details of the transaction were not disclosed, other than clarification that the deal includes the sale of the PowerTap P2 Pedal and PowerTap G3 hub power meter lines.

Saris Cycling Group was represented by Bell Lap Advisors, a Bend, Oregon-based M&A Advisor. Saris is headquartered in Madison, WI, and manufactures a range of cycling gear including innovative bike racks and parking solutions, training bikes, and other accessories focused on indoor training. With the sale, Saris’ CycleOps product line becomes its flagship product.

“We are proud of our accomplishments in the power meter sector," Saris' president and COO, Jeff Frehner, said. "We took a product category exclusively available to pros and made it accessible to all athletes looking to reach their highest potential.”

SRAM manufactures bicycle drivetrain components for both street and mountain bicycling applications. SRAM plans to incorporate the newly acquired PowerTap line into its Quarq product portfolio, which includes DZero power meters, ShockWiz suspension tuning assistants, and TyreWiz tire pressure sensors.

Quarq (owned by SRAM) founder Jim Meyer noted, “Way back in 2006 when I started Quarq, PowerTap was the dominant power meter solution. The accuracy and durability of PowerTap hubs were the standard of power meter performance and set a high bar for us to meet. It's very exciting to now bring PowerTap products into the SRAM/Quarq product family. The future product opportunities are enormous."

Bell Lap Advisors is a leading M&A advisory firm focused exclusively on outdoor recreation and active lifestyle industries and is the most experienced M&A adviser for the cycling industry. Bell Lap Advisors, globally, completes more deals in the cycling industry each year than any other firm, including bike brands, eBike brands, apparel, footwear, components, parts and accessories, with buyers and sellers located in the USA, Canada, Netherlands, France, United Kingdom, Taiwan, and Hong Kong.

If you are interested in learning more about Bell Lap Advisors’ M&A advisory services for outdoor and recreational brands, please contact us today for a free consultation.