SRAM began with the goal of creating the absolute best shifting system and changed the cycling world forever with the introduction of Grip Shift. Fast forward a few years and a few acquisitions later SRAM now owns the best suspension brand in the industry, RockShox, followed by the best brakes, bottom brackets and cranksets with Avid and Truvativ and more recently the best road wheels and powermeter brands Zipp and Quarq.