While on a ski trip in Colorado, Stan made his handlebar twist shifting presentation to a friend, and brilliant engineer, Sam Patterson. Sam went back to his garage in San Diego, tinkered around for a few months, and came up with a prototype for a twist shifter by late spring. Grip Shift was born.Stan enlisted a group of like-minded entrepreneurs and cyclists to bring the product to market, and they went to work.

They rented a slice of a 100-year-old brick warehouse on Chicago's west side. The masonry was so porous that snow piled up inside, and tea leaves periodically rained down from the rafters, courtesy of a previous tenant. But it was home-sweet-home as they raced to debut at the Long Beach bike show in January 1988.

Pressed to develop a company name as the Long Beach show approached, they combined several of the founders' initials and came up with SRAM. Upon arriving at the show, they opened the catalog to find that the organizers had mistakenly inserted an extra letter; they were welcomed to the industry as SCRAM.

As mentioned, Grip Shift put SRAM on the cycling industry map. But it was only when SRAM developed its first derailleur and adapted Grip Shift for MTB use that SRAM's presence was solidified. Initially manufactured just down the street from SRAM's current Fulton Market global headquarters, Grip Shift was originally designed for road applications and eventually modified for triathlon and MTB, which began the company's transition into one of the largest bike component suppliers in the world.

1995:

SRAM introduced their first mountain bike rear derailleur, dubbed ESP, that featured a new and unique 1:1 cable actuation ratio that was designed to be more tolerant of cable contamination and easier to set up. In addition, the new derailleur was designed to pair with SRAM's ESP Grip Shifters. This was a critical first step for SRAM toward producing a complete shifting system.

1997:

SRAM purchased Sachs, a renowned German manufacturer specializing in chains and gearing. Sachs provided SRAM with a group of experienced metallurgists, engineers, and a successful chain and internally geared hub production facility.

2001:

SRAM released its first XO rear derailleur. It was a bold redesign of SRAM's existing ESP derailleurs with the goal of being best in class.

2002:

SRAM acquired suspension manufacturer RockShox. RockShox was one of the most recognizable brands in cycling and an industry innovator who originally introduced front suspension, reshaping mountain biking for the entire world.

2004:

Avid was acquired in the spring of 2004. Avid's popular and proven brake systems, specifically their hydraulic disc brakes, gave SRAM even more means to compete in the component market.

Later that same year, SRAM purchased Truvativ, a crank, bottom bracket, and chainring manufacturer. With Truvativ as part of the SRAM family, the company could finally sell a complete drivetrain

2006:

SRAM's next venture into road cycling since the introduction of Grip Shift came in 2006 when they launched their Force and Rival mechanical 10-speed groupsets.

2007:

SRAM launched its RED group in 2007. SRAM's new top-end road groupset was the lightest, fastest shifting, and most adjustable on the market. It was quickly adopted by many professionals and subsequently won nearly every major road, cross, and triathlon race on the calendar.

Also, in 2007, SRAM acquired the bicycle component company Zipp. Zipp was founded in America's speed capital, Indianapolis, with the singular goal of making you faster. Zipp has expanded its product offerings from wheels to handlebars, stems, and seatposts.

2011:

SRAM acquired power meter crank manufacturer Quarq.

2012:

SRAM introduced wide-range 1x11 mountain bike shifting with its XX1 groupset. The new groupset used a 10-42 cassette and a patented single front chainring that used both narrow and specially shaped wide teeth to retain the chain without a chain guide.

By 2014:

This technology premiered on cyclocross bikes as SRAM Force 1 (originally CX1). In addition, the group expanded into other applications, including time-trial, triathlon, road, and fitness bikes.

2015:

SRAM announced the release of its 11-speed wireless electronic road groupset, SRAM RED eTap.

2016:

SRAM released the 1x12 Eagle drivetrain technology in the XX1 and X01 variants. At the same time, SRAM officially declared the death of the MTB front derailleur since the Eagle 1x systems deliver a 500% gear range, which is comparable to many 2x systems.

SRAM acquired ShockWiz. ShockWiz is an innovative fork and shock-mounted suspension tuning assistant that collects and transmits data from your suspension to an app to help you understand your suspension settings to adjust and improve your ride.

EARLY 2017:

SRAM launched the 1x12 GX Eagle drivetrain, featuring much the same technology at a lower price point.

2018:

TyreWiz was launched in 2018 as a lightweight and durable tire pressure measurement device that fits directly onto the valve.

Velotron, acquired in 2018, delivers science-grade training experiences while setting the standard for training ergometers. Velotron trainers are used and cited worldwide by the finest universities, sports science labs, and coaching centers.

2019:

SRAM released two new wireless electronic mountain bike groupsets, including XX1 Eagle AXS and X01 Eagle AXS.

2021:

SRAM announced the acquisition of the entire range of road and mountain pedals, cleats, and related patents of TIME Sport.

SRAM launched its SRAM Rival eTap AXS groupset.

2022:

SRAM acquired Hammerhead, a leading cycling technology company and maker of the Karoo 2 cycling computer, in January of 2022. Hammerhead continues to develop an innovative cycling technology platform, ensuring riders can seamlessly integrate with various existing hardware and software products and services, including electronic shifting.