SRAM Acquires Cycling Computer Brand Hammerhead

Jan 19, 2022 at 9:30
by Sarah Moore  


SRAM has announced that they have acquired cycling computer brand Hammerhead. The transaction was completed December 30, 2021 for an undisclosed amount, but was made public today. Hammerhead will remain a stand-alone brand within the SRAM portfolio.

Hammerhead was founded in 2013 by Piet Morgan (CEO) and Laurence Wattrus (Head of Technology) and is headquartered in New York City.


bigquotesHammerhead 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.Pieter Morgan, CEO | Co-Founder at Hammerhead


This is the latest acquisition from SRAM after they entered the pedal market in February of 2021 with the purchase of Time Sport pedals from Rossignol Group. SRAM said it will continue to develop the Hammerhead Karoo product line under its portfolio that now includes RockShox, Truvativ, Zipp, Quarq, Time, and Hammerhead.

Hammerhead stated on their website that their Karoo 2 cycling computer will continue to "seamlessly integrate with a wide variety of existing hardware and software products and services including both Shimano and SRAM electronic shifting."

bigquotesHammerhead is an amazing brand with award-winning products, and we do not plan on changing anything about how they innovate. We are excited about this acquisition and excited that their team will continue to design, manufacture, and sell technology and quality leading head units that work with every brand of drivetrain.SRAM’s VP of Growth, Clint Weber

SRAM said that consumers, dealers, and distributors can continue to use Hammerhead's current channels for sales, service, and warranty.


99 Comments

  • 139 1
 New name: Srammerhead?
  • 4 0
 Love it.
  • 32 4
 Did you know that in polish "sram" means "I'm shitting". And "osram" means "I will shit on something" .Those words can have such different meaning because polish grammar is really complex.
  • 25 1
 @goroncy: I can't wait for the OSRAM Reverb.
  • 13 0
 @ratedgg13: You pinkbikers are fast learners I must admit. LOL
  • 2 0
 @ratedgg13: Although correct sentence would be "osram reverba" or even better "osram riwerba". Polish has seven cases. And no v.
  • 2 0
 @ratedgg13: But the absolutely best sentence will be "nasram na riwerba" .
  • 7 4
 @goroncy: Rivyerb blyat!
  • 3 1
 @calmWAKI: Is that really you? Are you back or what? And if you're calm can I be the naughty one now? A small blessing will do .
  • 30 2
 @goroncy: You must buy Outside+ membership to unlock offensive comments.
  • 1 1
 @ratedgg13: The Reverb is not shit on...it is the Reverb that shits the bed.
  • 2 1
 @calmWAKI: Good one Waki.
  • 2 0
 Rockclox
  • 2 1
 @goroncy: Gold! I made the effort and logged in to give an upvote
  • 1 0
 @GPP2117: It'd be pronounced SHRAMmerhead
  • 2 21
flag RM3851 (Jan 19, 2022 at 19:09) (Below Threshold)
 @goroncy: Did you learn that in 1939.?
  • 3 0
 @goroncy: That doesn't really go over too well for the Osram Sylvania corp.
  • 5 0
 @RM3851: You mistook Pinkbike for YouTube mate. We don't do comments like that here.
  • 2 21
flag RM3851 (Jan 19, 2022 at 22:26) (Below Threshold)
 @goroncy: No mistake made. Wanna erase history? Again? Relax.
  • 10 0
 @RM3851: I'm a Polish Jew living in Germany. Please. I do not want to offend you nor I did anything to you. Regarding Germany and Germans believe me they are erasing nothing. Normal people living their lives. Riding bikes like we all Big Grin .
  • 4 1
 @goroncy: He just went Waki on you. The urge to irritate someone for the sake of it...
  • 1 0
 @goroncy:
Having the Polish grammar in mind, shouldnt you be "Gorący" instead? Wink

And yes, SRAM brand as well as Osram (popular lights producer) always sounds akward in Polish Smile .
  • 1 0
 @fnk: it was, it is and will be my nickname Razz . Pronounced and spelled exactly like that Smile .
  • 1 9
flag RM3851 (Jan 20, 2022 at 7:36) (Below Threshold)
 @goroncy: dude, a history jab, too easy not to go for it. Ppl shouldn't be so soft these days.
  • 1 4
 @calmWAKI: nah not irritate. But to poke around...
  • 1 0
 @goroncy: Apperantly sir means cheese... So I'm told, I'm not polish.
  • 1 0
 @goroncy: isn't Sram a Germany company? Being your neighbors, I am sure it's not coincidence?
  • 1 0
 @jomacba: pronunciation of Sir and polish "ser" (cheese) is so vastly different that I would leave these two alone Wink . But if you hired a Pole with very harsh accent he would pronounce both words in a similar or the same way.
  • 2 0
 @femto505: Osram is German. SRAM is an American company. They designed or design in Germany. But I don't remember correctly. What is an etymology of those words I don't know.
  • 2 0
 @goroncy: It's almost like saying Hyundai has European design but everything about it is a Hyundai. It's a marketing gimmick to make people think it's German engineered because everyone thinks everything German products are manufactured in the highest quality and precision (eg: Leica, Porche, BMW, etc) but SRAM is like a Daimler-Chrysler. You know things are gonna break down in a short period of time! Big Grin
  • 2 0
 @CSharp: Failure rate of most German cars these days creates a funny feeling: were they always this bad and the rest was disasttrous or they have gone bad and others improved a lot. I personally know 4 people who leased Audis, BMWs and a Merc, and none of them had any intention to keep the car after 3 years due to frequent failures that would cost zillions to repair without warranty. Particularly Audi is crap for the money. German car is nothing more but sentiment to good old 1970s and 1980s. They live off the image of their most expensive versions of their most expensive cars. It's like judging quality of Rock Hopper by appearnace of SWorks Stumpy. The fact is, if you threw same cash on a fricking Kia as folks throw at SQ8 - it would not be any worse, probably better!
  • 1 0
 It is off course not only about the German cars, I own a Volvo and wouldn't bu any of the latest ones either. Will keep mine until gas costs 3€/L
  • 1 0
 @calmWAKI: Trudat - but the legacy of German marketing is there for the people who want to throw money for inferior products to boast. Big Grin
  • 1 0
 @CSharp: I don't mind VW though! Big Grin
  • 2 0
 @calmWAKI: Believe it or not but most folks in Germany who ride BMW, Audi, Mercedes lease their cars. Owning them is highly risky business. Repairs are extremely expensive and frequent. VW is okeyish to own but also not that great. Having a car in Germany is still a status thing. It's hard to get over it and treat a car how it is supposed to be treated - a mean of transportation that takes you from point A to B. German cars break because of the nature of the business. They want you to sell the latest and greatest tech possible. But problem with this kind of technology is that it is not well tested. German heavy industry on the other hand uses semiconductors that are sometimes developed 10 years earlier or more. Only proven things. That is why "serious" things like turbines, ships, propellers,... made in Germany are the best in the world. It is raging capitalism and competition and consumerism that forces car companies to act like that. The bike industry is no different. We will see more and more shitty products in next years.
  • 1 0
 @goroncy: I personally love German industrial gates and fire gates hahahah Big Grin But in general I don't like blanket statements. Even considering work ethic. In recent project I worked with companies coming from Germany, Italy, Spain, Estonia and Finland. Some deliver automation, some deliver industrial gates, structure, doors, concrete floor and so on. It's always down to specific products and specific people/ companies. Back to cars I'd buy a Tesla over Polestar any day, Volvo engineers will btch on some of the corpo decisions how this and that went wrong, then they will have nerve to throw crap on Tesla as being THE WORST.
  • 44 0
 I've honestly been tracking what Hammerhead has been up to for a while with their Karoo and now Karoo 2 units. They run a version of Android which, at least in theory, supports apps currently available for Android devices. As a type-1 diabetic with a GCM (constant glucose monitor) that is Android-app based, I'm chomping at the bit for them to get such an app on the Karoo. Being able to see real-ish time glucose readings on a bike computer would be awesome for me. I know Garmin has similar capability, but from what I can tell their setup requires cell service, which is something I frequently don't have when riding.

TL DR - Hammerhead/SRAM, as soon as you make it easy to put Android apps on a Karoo I'm buying at least one
  • 12 0
 Your comment is very underrated. Running Android it's going to be very flexible in terms of development. I hope to see integration with Sram digital components soon.
  • 4 0
 @IMeasureStuff: we've been trying to get ebike integration on the Karoo for years... no response. Maybe Sram will push for more integration, but not likely.
  • 1 0
 Didn't Garmin buy last year some company producing devices for diabetics?
  • 1 1
 @mattsavage: What kind of integration do you have in mind? With Garmin 830 or 530 you'll have pretty much all the data you want. At least in Giant/Yamaha bicycles.
  • 1 0
 @IMeasureStuff: I will request the source code, since Android is Linux based, and copyleft. Maybe there is a way to make a totally open bike computer.
  • 3 0
 Fellow T1D. I'd love to be able to see my sugar on my handlebars. Especially if it meant treating a low before it happened. I hate holding up the squad to tap my phone to my arm, I always try and get ahead so I don't waste any time checking.

I hope your sugars are keeping nice and agreeable! Smile
  • 1 0
 @zoobab2: The operating system is open source, the applications (which provide all the bike computer functionality) and likely the SOC drivers are not.
  • 37 1
 Good news. Cycling computers have a bloated pricing structure similar to other markets with few dominant players (ironically, Rockshox and Fox).

IE both Garmin and Wahoo need competition. And SRAM likely has deep pockets to fund Hammerhead's development.
  • 21 0
 Yea, garmin having interest outside of cycling has given them some price flexibility. If I can get suspension performance overlaid on gps with all my wiz info. I’ll buy it all. YOU HEAR ME ROCKSHOX. It worked
  • 33 3
 Yes, because a SRAM computer will have low, reasonable pricing.
  • 4 0
 @spaceofades: Competition generally will drop prices, although that could be offset with supply problems (unsure if these computers source chips that are in high demand for instance).
  • 13 1
 @spaceofades: I will be excited to be able to overlay heart rate, cadence, power, suspension, tire pressure, dropper, speed, elevation etc and optimize bike set up and finally be able to own the problem is my fitness and not my bike. A bad carpenter blames his tools. Now I can just blame myself
  • 8 0
 Yes, because the Hammerhead is such a great price point already /sarcasm.
Theres already great, cheaper alternatives from Lezyne and Bryton to name a few.
  • 3 0
 @ratedgg13: the issue with the lezyne computers from experience is that while most of the features are there, their UI absolutely sucks and is a pain to use
  • 4 1
 @spaceofades: I can’t wait to see this reasonable priced computer! Does SRAM make anything that’s reasonably priced?
  • 2 0
 A very big USP would be an actually useful desktop/tablet app that shows some properly useful stats and maps from your rides. Sigma's software has some really great features but the UI sucks a lot and the reliability sucks even harder. My Wahoo app is not that useful for a post ride look at your route, nor is Strave (the free version at least) and I don't want to be dependent on another app.
  • 2 0
 Yeah why do you think sram aquired them? Margins are sky high. That won't change.
  • 1 0
 But more ecosystem hoarding. All these tech companies trying to ram you into their ecosystem, which doesn't communicate with other ecosystems, so you never get the tech you want and always sacrificing features.
  • 1 0
 @Ktron: I bet sram will work in the meta verse. At least I can close my eyes and say beep hoop beep and pretend
  • 2 0
 They have competition, phones
  • 2 0
 @jzPV: I link Ride With GPS with my wahoo - the free map layers are so much better - and you can actually plan routes well on it without having to pay for the premium
  • 2 0
 @rivercitycycles: megneg kit I guess? Lol
  • 23 7
 Bummer...still waiting for an AXS front derailleur...looks like the wait continues. Be safe be well, Incognito Robin P.S. Pieter Morgan the CEO over at Hammerhead is a friend and great guy!
  • 16 0
 @plustiresaintdead: You my friend are a savior AND they are in stock...my Topstone Lefty will shed ~2 grams with this $400 upgrade!

Be safe be well,
Incognito Robin
  • 8 0
 You'll soon be able to press a button that sets your bike up for rough decents and steep climbs in real time what with all the gadgets you can attach to a bike.
  • 5 0
 Oh I know, because no one ever uses a cycling computer on the road side to track things like watts, distance, etc.
  • 3 0
 if it has GPS integration it should actually be able to tell whether you are about to go up or down and adjust for you.
  • 4 0
 @djbutcher13: GPS guided predictive suspension adjustments, dropper actuation, gear changes, hydration and even some snacks!

What a time to be alive!
  • 8 0
 @timtoldnes: until your GPS drifts a bit off and the dropper decides to slam into your balls
  • 12 3
 Trailforks integration or bust
  • 4 0
 So does the Hammerhead line have a known glaring flaw or flaws that SRAM will ignore for 5-8 years before addressing the issue?

Asking for a friend who used Reverbs and a few generations of Avid/SRAM brakes.
  • 4 1
 bet Lance is happy (assuming the terms were good). this company has struggled forever. let's see if sram can execute in the pedal game (time) and the CPU game at the same time. not really hopeful TBH
  • 2 0
 End-to-end chain of products, makes sense. The Karoo is a bit chunky, but it's closer to the smartphone OS solution that everyone is familiar with at this point. And honestly that matters, custom OS has limited software development and basically sucks in comparison. Android OS powers so much technology it isn't surprising to see it happen.
  • 7 1
 Never heard of them. For real.
  • 3 0
 Judging by their site, it's stuff for roadies. Probably that's why I've never heard of them.
  • 1 0
 @f00bar: That makes sense.
  • 4 0
 SRAM, how many things can we get/make that take batteries?
  • 2 1
 I would like to get a good bike computer going but man....nothing makes me skip a video faster than seeing a POV run with a big computer mounted on the bars. There's gotta be a more stealthy place to stow one.
  • 2 0
 I know garmin has a mount for the top tube. Idk if all the brands do though.
  • 2 0
 So tricking hyped. I have a hammerhead and everything else sram so glad they decided to do this now I am fully sram
  • 2 0
 I’m guessing this will connect with your 2k axs drivetrain and flight attendant
  • 4 1
 ...and we still will have to use our ass to lower our dropper posts.
  • 1 0
 Why hasn't SRAM acquired a frame manufacturer? They've got seemingly everything but a frame brand and a tire brand at this point. Maybe a motor brand too.
  • 1 0
 100% they are already either designing or thinking about buying a motor brand. Frame too maybe, maybe an intergrated shifter
  • 1 0
 Ohh great now they can dominate the cycling computer marke the same way they’ve dominated the clippers pedals market.
  • 1 0
 Astute move by Chris Froome who significantly invested in Hammerhead last year.
  • 2 1
 Is there any company left that's not owned by SRAM?
  • 8 0
 shimano...
  • 1 0
 SRAM is the Thanos on of MTB
  • 1 0
 Always thought that was a shark brand?
  • 1 1
 SRAM should change the name to HammerSchmidt.....
  • 1 0
 Can it run trailforks?
  • 1 3
 Garmin is about to get eaten alive...or you could say another shark has entered the water.
  • 4 0
 Doubt it. Garmin is busy leading the marine and aeronautical industries... If only they gave a fraction of the effort as they did designing avionics for $150 million airliners, no one would bother looking elsewhere for bike computers.
  • 3 2
 Garmin makes much more than a bicycle computer. It's an ecosystem. I've got their bike computer, watch, scales, heart chest strap that syncs with the watch after training,... it all works together and makes a cohesive image of what is the status of your training. Of course not everyone needs those features.
  • 1 0
 @Jamminator: Garmin has made in mistake in my book as they have ditched the SD card slot so now I can only use the old Garmin 1030 to get detailed local maps (OS in the UK) on and also load free opensource maps if I'm travelling. Guess they are trying to make you buy Garmin maps. Hammerhead also have no SD card slot and this makes the unit road only use for me.

Bring back the old Garmin oregon that had 2 X AA batteries and put a quarter turn mount on it please. At least then I can head out for days without wondering when my GPS is going to die.
  • 1 0
 @Hairyteabags: I have a new Edge 830 and this is possible, I had to load German maps.. Not to bad really:
www.dcrainmaker.com/2019/08/how-to-install-free-maps-on-your-garmin-edge.html
  • 1 0
 @Jamminator: that was a shark pun, not an actual take on Garmin.
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