BORA – hansgrohe Teams Up with SRAM for the 2024 Season
BORA – hansgrohe has announced a new partnership with SRAM for the 2024 season, in which the team will race with SRAM RED eTap AXS groupset and Hammerhead head units. The move marks a personal return for BORA – hansgrohe Team Manager Ralph Denk, who expressed his excitement about rekindling the connection with SRAM.
According to Denk, “In the 90s, SRAM gave me the opportunity to take the very first steps in my professional career. Back then I experienced SRAM as an innovation-driven company with a strong hands-on mentality. Now we’re looking ahead to our partnership with SRAM and after our initial talks, I can already confirm that the mentality and motivation from back then are still there!”
Ken Lousberg, CEO of SRAM, also expressed enthusiasm about the collaboration, commenting, “SRAM, along with our OE partner Specialized, is excited to be racing with BORA – hansgrohe, one of the strongest teams in the WorldTour.” He further added, “We look forward to working with Jai Hindley and Aleksandr Vlasov, and continuing with Primož Roglič on SRAM, one of the best riders of this generation.”
Jai Hindley, a rider for BORA – hansgrohe, shared his excitement about the new partnership, stating, “I’m super excited to ride on SRAM next year! I was already able to test the RED AXS groupset and I’m really happy with it. Particularly the possibility of using a single chainring set-up for some races or stages can be very beneficial in my opinion.”
The team’s Head of Technical Performance Gerd Kodanik also spoke positively about the partnership, highlighting SRAM’s developments over the years. He stated, “From the technical side, we have seen huge developments at SRAM over the past years. One thing I really want to point out is the super wide range of gearing options. For every rider and every race, we have individual and very specific set-up options.”
Additionally, the team will be equipped with Hammerhead computers, which Kodanik sees as a valuable training tool. “Hammerhead Karoo 2 is a powerful training tool, and will guide our athletes to a competitive advantage on the race course with each rider’s most relevant real-time data,” he explained.
The partnership between BORA – hansgrohe and SRAM is set to bring forth exciting developments for the upcoming season, as the team gears up with advanced equipment and technology to enhance their performance.
