SRAM MTB CONVERSATION: JAN 2012

onversatio

MTB

JAN 2012 Media Impressions

Highlights

– SRAM 2X10 | More choices, better gear range, the better drivetrain for ever y ride and rider.

BIKE USA and Solobici –SR AM pART Project –Superenduro Powered by SR AM: Finale Ligure – RockShox | Lyrik – SRAM | T ype 2 Rear Derailleur Spyshots –Increased Sponsorship with Whistler MTB Park –Partnership with Western Spirit

Today, being in the conversation means being connected to the now. It means always listening, always responding, and always knowing where to be and how to get there. It means reacting to change and inspiring progress.

Our conversation is in 30 different languages, spans across four continents and involves hundreds of people, sharing a common passion. It’s a conversation about four brands, and the most exciting bicycle components in the world. It starts on the web, goes into printed magazines and is alive all over the world. It’s shared with tweets and likes. It’s the post ride beer at the local trails or the toast after winning the World Championships.

Welcome to our Conversation.

January 2012

conversation | Media Impressions January 2012 Dirt magazine

Dirt magazine

Dirt magazine

Dirt magazine

SuperEnduro Finale-Ligure, Italy Bike magazine

bike magazine

Bike magazine

conversation | Media Impressions January 2012 Bike and Trekking

O2 Bikers

UpDown

Mountain Bike

Parts Project | The Bible

bike

conversation | Media Impressions January 2012

WOMB

Brandon Semenuk ProBike Germany

WOMB

conversation | Media Impressions January 2012

vitalmtb.com

pinkbike.com

Whistler Mountain Park | Chief Editor bike | Leserwahlen

Velo Vert

Mountain Bike

conversation | Media Impressions January 2012 sicklines.com

vitalmtb.com

pinkbike.com

bikeradar.com

Type 2 leak | Rise 60

bike

“ SRAM’s new carbon wheelset is crazylight.

This, however, is no one trick pony… What surprised us most, however, was the strength. We hammered this pinner XC wheel set through seriously scary rock gardens on both the East and West coasts, and its still amazingly true.”

Vernon Felton | BIKE Magazine

conversation | Media Impressions January 2012

bike

Drivetrain Overview Spain bike

bike

conversation | Media Impressions January 2012

“ A new experience…

The double crankset is for everybody… with optimized 2X10 ratios, we can play more with our bike…”

Solobici

“ The 2X10 has brought us simplicity and complete optimization of the transmission.

In addition to this, SRAM offers several combinations to suit any need.”

Solobici

2x10 and 3X10 Spain

Solobici

Solobici

Solobici

Solobici

conversation | Media Impressions January 2012

bikeradar.com

X0 DH Crank | X9

“ In short, SRAM offers twice as many 2X10 cranksets as Shimano at this level, which is particularly nice for 29er (38-24) and all mountain (36-22) riders who want a quickshifting 2X10 set up. Our 36-22 Crankset proved flawless and is, in fact, the lowestgeared 2X10 crankset on the market.�

Vernon Felton | BIKE Magazine

Bike

Bikeboard

conversation | Media Impressions January 2012 Mountain Bike

Bike

Bike

Mountain Flyer sicklines.com Mountain Flyer

Bike Bike

Lyrik

“ Mounted on a few different bikes, the Lyrik proved worthy through a variety of terrain styles. Most notably, the Lyrik confidently tore through rocky terrain like Bruce Lee chopping through a pile of bricks and providing an extremely stable feel.�

Jordan Carr | Mountain Flyer

conversation | Media Impressions January 2012 Bikeradar.com

O2 Bikers

Bike

twentynineinches.com

Bike

Bike

Bike

Boxxer | revelation | reverb | sid

Bike

Bike MBR

mbaction.com vitalmtb.com

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Shock Talk: RockShox and Fox Racing Shox Dual Interview Justin Frey and Jon Cancellier are in the trenches for all things mountain bike suspension. Justin works for Fox Racing Shox, Jon works for RockShox. They're both on the World Cup circuit working with the World's best riders. They're both in the shops working on product development. They're both on the trails testing the performance and even though they're in competition with each other, Justin and Jon have a mutual respect for what the other does. Vital MTB went to the front lines and conducted a dual interview with these snipers of suspension. They haven't seen the answers until now and there are some really interesting similarities in their answers. Read, enjoy, then go turn some knobs on your shocks.

Introduce yourself to the Vital MTB audience, so they know you have some pedigree and aren't just marketing guys who like to talk about "dampening."

-Name: Justin Frey, a.k.a. J-Frey, Frey-loc, Freynomite, Frey-o-lator -Age: 31 -Number of years with your suspension employer: 5.5 years with FOX. -Number of shims in your rear shock: At least 3, I think, let me double check, yep at least 3.

-Favorite riding location or trail: Tough one, I’m lucky and have ridden so many places that are all amazing, but if I could only ride one trail for the rest of my life it would probably be one that sits above the Pemberton valley and starts with a T and is an absolute riot, those who know will get it.

-Name: Jon Cancellier -Age: 35 -Number of years with your suspension employer: 8 years -Number of shims in your rear shock: Lots -Favorite riding location or trail: That’s WAY too hard a question to answer! One of the benefits of my job is that with all the traveling I do, I have the opportunity to ride my bike all over the world. I’ve had the chance to ride some awesome trails in places with amazing scenery and I’m very grateful for that. If I had to choose some highlights from the past year I would say: Lake Garda and Finale Ligure, Italy; Rotorua and Queenstown, New Zealand; Moab, Utah; and all my home trails in Colorado!

How'd you get into mountain bikes and what made you interested suspension?

JF: My dad and my good friend Kain Leonard were probably the two biggest influences in the beginning. I had a fully rigid Schwinn that was way too big for me, but I couldn’t stay off that thing. I pedaled it from Breckenridge to the top of Boreas Pass when I was 11 years old and got all Kamikaze on the way back down. My poor mom should have known right then what she was going to be in for over the next 20 years…sorry mom! I went to school in Gunnison, Colorado and rode everyday possible with the Gunni Goats, that’s where it really started for me. I raced Mountain States Cups for a couple seasons and then I moved to Whistler and lived with Kenny Smith and shredded as hard as I could everyday for two years. I moved to Santa Cruz to keep chasing summer when winter came to Whistler and ended up with the job at Fox. Pretty lucky really I’ve always been extremely picky about my bike set up and therefore suspension has always been something I’ve put a lot of thought into as it can make or break your ride and experience on any given day, trail, or bike.

JC: My Dad was into cycling and I think my first experience mountain biking was “borrowing” his way-too big for me bike and hitting the local trails in So Cal where I grew up. I got the bug right away and I’ve been riding bikes ever since, over 22 years now. When I started riding, bikes were fully rigid. As suspension started to become available, it wasn’t very good or reliable. I started tinkering with my own forks and then soon my buddies’ forks trying to get them working better. That interest in suspension grew into working with the fastest racers in the world like I do now.

conversation | Media Impressions January 2012

Velo Tout Terrain

Brake Bleeds France Velo Tout Terrain

Velo Tout Terrain

conversation | Media Impressions January 2012 bike

“ Performance is strong, with smooth leverpull, consistent power on long descents and admirable modulation.�

Vernon Felton | BIKE Magazine

Elixir 9 | Brakepads | XX WC | four-piston

Mountain Bike

singletrack.com

vitalmtb.com

conversation | Media Impressions January 2012

bikesport

hammerschmidt | t30 stem | T40 Seatpost

bikeradar.com

“ Truvativ’s Noir T40 seatpost has received a wash and brush up for 2012 but remains the same trustworthy and chisel-jawed action hero of a seatpost it was before.”

Justin Loretz | Bike Radar

bikeradar.com

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JAN 2012 Media Impressions

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