Joe Lindsey is definitely one of the good guys in the cycling world; a talented writer, strong rider, and pretty hilarious as well. We met at University Bikes in Boulder on Friday morning around 10am and spent about 90 minutes installing the 2010 SRAM Force on his Specialized Roubaix. Joe, like many of the other editors, uses the same bike for his reviews. We in the component and wheel biz like this, it gives a better and more consistent platform for editors to review our products.

Joe and I worked as a team …

My second day in Boulder, CO, was spent with VeloNews Tech Editors Matt Pacocha and Zack Vestal. Both of these guys know their componentry, both can ride a bike, and so the expectation was install the new 2010 SRAM Force groups and then take part in the infamous VeloNews Thursday throwdown, which is the weekly lunch ride and World Championships. There is an actual jersey with World Championship stripes that the previous weeks winner wears, and its currently being worn by none other than Tech Editor Zack Vestal, who …

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 …

The 25th annual, & now titled ‘TD Bank Philadelphia International Championship’ - affectionately referred by out-of-towner’s as “Philly” - ran again under blue skies this past weekend in one of our favorite cycling mad towns. Imagine, same great race course for a quarter century, in a major & blue collar American city…plus, it’s never even really rained during that run.

Staying true to our respective job descriptions, Dealer Marketing man Ed Nasjleti & yours truly made the annual pilgrimage navigating IBD visits, sponsored teams, shop bike rides & assorted parties prior- to & on race day.

Countless …

Every morning the hardcore cycling fans at SRAM’s Global HQ in Chicago leave their desks and congregate in the SRAM kitchen to absorb the final moments of every stage of the 2009 Giro d’Italia. It might be because there are five SRAM RED-equipped teams racing - Astana, Team Saxo Bank, Milram, Fuji-Servetto, and ISD - but mainly its because these folks are just tremendous fans of the sport. Some race but they all ride. And so for the final 15 minutes of everyday’s …

SRAMs Olympic Champion Triathlete Jan Frodeno is off to race in Madrid this weekend in the World Championship Tri Series and we sent Jan of on his way with a nice new toy. Jan will be racing on a Felt AR1 with his own special Golden Olympic Champion paint job. Jan has some nice Zipp Zedtech 808 Gold wheels and a very special SRAM Red group with Gold trimmings.

Which one is faszer?

SRAM Tour of the Gila - behind the scenes with Levi, Lance, and Johan

We came away from a fantastic SRAM Tour of the Gila, which was won by SRAM RED-equipped Levi Leipheimer, with some cool behind the scenes footage featuring Lance Armstrong, Levi Leipheimer, Johan Bruyneel and others. Check out some of the short movies at the above link with a rare peek behind the curtain of one of the best cycling teams in the entire world.

More to follow so keep checking back!