SRAM ACQUIRES VELOCIO APPAREL

SRAM has acquired Velocio, the performance cycling apparel company. The transaction was completed on Mar 3, 2022. 

Velocio was founded in 2013 and is based in New England, and remains focused exclusively on cycling apparel. The company’s revenue has grown significantly year-over-year while introducing award-winning and category-defining products. 

The Velocio brand is guided by its fundamental principles, including better design to improve every ride, a solid commitment to environmental responsibility, and growing an inclusive culture around cycling. Velocio’s UNITY project is an annual cause-focused cycling effort to shed light on various social and environmental issues to affect positive change.

“Velocio’s three brand pillars resonate strongly with their customers and SRAM, and despite being a small brand, they’ve made an outsized impression within the cycling community. Their significant growth has reflected the value they provide and trust they’ve established,” said Clint Weber, SRAM’s Vice President of New Growth. 

“Finding a home with SRAM was very much about shared values,” said Velocio CEO Brad Sheehan. “We started this process committed to maintaining progress for our product and our brand. Since we launched in 2013, Velocio has differentiated itself by focusing on product innovation and clarity through design. We’re focused on growth without ever sacrificing our product.” 

“Velocio’s apparel is world-class, but what sets them apart is the people and culture, as well as how they will be very additive to our team,” said SRAM CEO Ken Lousberg. 

There will be no immediate changes to existing Velocio customer service and support.