For 2010 SRAM’s original top-end professional road gruppo, SRAM Force, reclaims the spotlight with exciting upgrades, lighter weight, while continuing to deliver race-proven performance.

The New SRAM Force admittedly borrows from SRAM’s professional RED gruppo, including race-inspired graphics, featuring its distinctive white logo against black carbon. The aluminum is anodized with a sleek ‘zephyr silver’ finish that sharpens the visual package. And, like RED, the SRAM logo will be featured on the inside of both crankarms.

SRAM Force moves to unidirectional (UD) carbon throughout, which adds strength and provides a better substrate for graphics. The aluminum parts of the gruppo are now forged, providing more strength,
lower weight, and a more robust finish.

Cont’d on Page 2 (more photos included)

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Meagan from Tri-Flow Lubricant shows us the newest chain lubrication product for your chain. Foaming action included!

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Monterey, Calif. – The cycling industry is going strong, if the Sea Otter Classic, a four-day celebration of sport and the largest outdoor consumer expo in the country, is any barometer. Times may be tough, but Sea Otter is seeing an increase in exhibitor registration, as well as an increase in athlete sign-ups.

According to Frank Yohannan, Sea Otter Classic president and CEO, companies carefully analyzing their events and marketing initiatives are deciding that the Sea Otter Classic is one event they can’t afford to miss.

“Companies are working hard to really get every last penny’s worth of every dollar they spend right now, and Sea Otter gives them a lot of bang for their buck,” said Yohannan. “By the same token, it is a great value for athletes watching their budgets. With its various events, family activities, the festival and expo, Sea Otter is much more than just a race.”

Exhibitors Kick Off Season with Product Launches and Brand-building Activities
Nearly 300 exhibitors sign up each year for booth space at what is widely accepted as the most important Spring consumer tradeshow for cyclists in North America. With over 50,000 athletes and spectators walking through the expo, it is a perfect opportunity to show new products, interact directly with consumers, offer samples, sell closeout items, and build brand awareness.
GoPro “Hero” Camera

“It’s the best way for us to get a ton of face time with cyclists from all over the country,” said Nicholas Woodman, founder and president of GoPro, maker of wearable digital cameras for sports. “Sea Otter is the most core consumer bike festival in the country. It’s where our customers come to celebrate their love of biking and share their passions with each other.”

Bicycle component-maker SRAM has been a major sponsor of Sea Otter for so long that its signature letters on the hill above the venue are as familiar to fans as the Hollywood sign in Los Angeles. Michael Zellmann, U.S. road PR and media manager for SRAM, says that Sea Otter provides the ultimate backdrop for its biggest product launches every year.

“The Sea Otter Classic is a trade show wrapped in a race that gets global media attention,” said Zellmann. “When we introduced our original two road groups in 2006, Force and Rival, we hosted more than 30 global media, our biggest product launch to date. In 2008 we re-launched SRAM Rival and had more than 30 editors on hand, which is simply outstanding. For 2009 it will be no different. We will launch the latest Road and MTB products to a global media contingent, including most of the world’s top cycling publications and websites.”

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