SRAM Invests in Italy: New Headquarters and Technical Center Set to Boost Presence

SRAM Invests in Italy: New Headquarters and Technical Center Set to Boost Presence

SRAM is strengthening its position in the Italian market with the planned opening of a new headquarters in the Varese area in 2026. This strategic move aims to solidify the brand's presence in a country known for its rich cycling tradition and passionate community.

New Facility and Integrated Services

The new location, situated in an ideal region for road, gravel, and mountain biking, will be more than just a commercial hub. It will house the Ochain team following the brand's recent acquisition and will include dedicated product development, marketing, and sales departments.

A central feature of the new facility will be the SRAM Technical Service (STS) Center. This center will provide technical support, consultation, and warranty management for products from the group's brands: SRAM, RockShox, TIME, Quarq, and Ochain. This service aims to strengthen relationships with dealers and enhance after-sales support in Italy.

Strategic Collaboration with Partners

The opening of the new headquarters marks a new phase in SRAM's partnership with its Italian distributors. Beltrami TSA, a long-standing partner, will continue to handle paid technical services, support regional race teams, and manage warranties for Zipp products. The company will also continue to oversee the SRAM Tech Academy, a training program that has already certified numerous technicians in Italy.

This reorganization allows SRAM to directly manage warranties through the new STS center, while Beltrami TSA will focus on providing high-value services and expanding training programs. SRAM's Italian distribution network, which also includes Accell SEU Italia, will continue to distribute the SRAM, RockShox, and Hammerhead brands, with Beltrami also managing TIME and Zipp.