Obviously componentry is what we’re all about here at SRAM, and one one truly important step in the launch process of any new product is product reviews. This week I travelled to Boulder, CO,to work with several Technical Editors, starting with James Huang from cyclingnews.com. James is one of the most respected editors in the world and is known for is technical saavy, his historical perspective, and his attention to detail. James leaves little out of any full review and was one of the first to unveil the features and benefits of the originl SRAM Force, SRAM RED, and most recently 2009 SRAM Rival. James also just wrote up a preview of SRAM’s new 2×10 XX MTB XC gruppo…alas, this is a road deciated website.
Obviously James is a great technician and I really don’t have to tell him much during the install, in fact we basically talk about the history of the product and the differentiations between SRAM and our competitors. Like a machine James goes through the steps of installing the gruppo on a brand new red and white 2010 BMC racemaster. Its impressive to watch his efficiency, should have asked him how many builds he’s done, I’m sure its a lot, and I’ve witnessed at least three.
Following up on the build was supposed to be a nice two hour ride, but the second I strapped my helmet on in the parking lot of the Sports Garage bike shop in Boulder, who was kind enough to allow us workspace, the skies opened up and it rained buckets for several hours. So instead of a gentle two hour spin we were forced to ride across the street and had sundaes at the local Good Times restaurant. Delicious. Speaking of delicious, James mentions chocolate cake at the end of the video, we had lunch just prior to the build and I had chocolate cake and James had none, despite my offering. He obviously regrets his no calorie choice.
I took a few pics and shot an impromptu video, check it out. And look for a complete review of the new SRAM Force on cyclingnews. New SRAM Force includes unidirectional carbon, hot new graphics, new forged aluminum bits with a sleek zephyr silver finish, new fully adjustable (think RED) brake calipers, lighter weight (2097 for GXP and 1951 for BB30), obviously a BB30 option, and greater adjusment throughout including brake and shift lever reach adjust. 2010 Force should be rolling out in July.