Rush Sports didn’t announce its appointment as an Authorised SRAM Distributor for Southern Africa with fireworks or fanfare. That was never the point. For them, credibility comes from execution, not noise. The brief was clear: build the foundations properly, deliver on every promise, and let the results speak. Only then tell the story. Three months in, the story is worth telling.
Published by TREAD Media
A CONSIDERED PARTNERSHIP
SRAM needs little introduction. It is one of cycling’s most influential performance component brands, responsible for reshaping how modern drivetrains, braking systems and suspension are designed and experienced. Its portfolio spans RockShox, Zipp, Time, Quarq, Truvativ, Hammerhead, Velocio and OChain – each category leader built on precision engineering and rider-first thinking.
Once a disruptor challenging entrenched norms, SRAM has become the benchmark for innovation and excellence.
While South Africa is not SRAM’s largest market, it occupies a unique and strategic position in global cycling. World-class event organisation, an extensive trail network and good year-round riding conditions have made the country a recognised riding destination.
In August 2025, following three years of groundwork, Rush Sports and SRAM announced a long-term partnership built on a strong cultural alignment. By early October, the first SRAM orders were already being delivered to bike shops nationwide.
BUILDING FROM THE INSIDE OUT
Rush Sports’ first focus was people. Systems and stock matter, but the cycling industry ultimately runs on relationships and accountability.
Five experienced specialists were appointed to join the already strong team at Rush Sports: Steve Bowman as SRAM Brand Manager, Devon Katzen as Technical Service Manager, Ian Williams in National Technical and Sales Support, Wayne Flood as Key Account Manager in Gauteng, and Francois Terblanche as SRAM Service Technician in Johannesburg.
“These guys bring deep experience and product knowledge, either directly with SRAM or within the components category,” said Rush Sports CEO Sam Bull. “We chose them because they’re the best at what they do and could make an immediate impact.”
That impact was quickly supported by product availability. Less than two months after signing the distribution agreement, Rush Sports had stock in the country and trading officially began on Monday, 13 October 2025.
“The efficiency of SRAM’s global logistics has been impressive from day one,” Bull said. “Lead times and execution have exceeded expectations.”
SYSTEMS THAT SUPPORT DEALERS
With stock flowing, Rush Sports turned its attention to the dealer network. In early November, the team embarked on a nationwide Dealer Tour, visiting six locations across Gauteng, the Western Cape, the Garden Route and the Eastern Cape.
The purpose was clear: introduce a suite of dealer-focused systems developed specifically for SRAM. These included a new Return Merchandise Authorisation (RMA) platform, a streamlined warranty and service workflow, and Rush Connect – a dedicated B2B ordering portal.
Presented in person to 120 dealers, the response was overwhelmingly positive. Built from scratch, the RMA system integrates directly with courier services, auto-generates waybills and provides dealers with a live dashboard tracking service and warranty jobs across both Johannesburg and Cape Town workshops.
Rush Connect gives dealers real-time access to pricing, stock availability, ordering, and product-specific service information, including exploded diagrams and technical guidance.
“These tools are about making dealers’ lives easier,” said Bull. “They’re practical, workflow-driven systems that we’ll continue to refine and expand.”
SERVICE, EDUCATION AND GLOBAL ALIGNMENT
To back this up, Rush Sports established two fully equipped SRAM and RockShox service centres – one in Gauteng and one in the Western Cape – complete with specialised tooling such as hand dynos with load sensors. The Western Cape premises is currently temporary, with plans for a larger, permanent Cape Town service centre and satellite warehouse in 2026.
In mid-November, Bull and Bowman travelled to Australia to complete SRAM Technical University (STU) courses and visit a SRAM Service Centre and fellow distributor PSI Cycling. Africa falls under SRAM’s APAC region, and the trip focused on learning best-practice workflows, service efficiencies and education structures that could be implemented locally.
“We wanted to fully understand STU so we could roll it out properly in South Africa,” Bull explained. “We also built valuable relationships within the APAC network, and spent a lot of time together with David Evans, Director of Sales for APAC Region, and gained insight that will benefit our dealers.”
That rollout has already begun. A training calendar is now live, with Johannesburg-based STU sessions scheduled for the first quarter of 2026. Training will include both formal modules and in-store education, with early sessions already completed for key partners such as Specialized.
LOOKING AHEAD
For Rush Sports, this represents the start of an exciting long-term journey. A deliberate focus on succession planning and longevity over recent years is embodied in this partnership.
“Long term, distribution is about more than product availability,” Bull said. “It’s about education, service and support. That’s where we’re investing, because that’s what ultimately benefits both retailers and riders.”
The foundations have been laid quickly, but deliberately. With strong systems, dedicated people and global alignment in place, Rush Sports’ mandate is clear: to be effective custodians of the SRAM brand in South Africa by supporting the rider through the dealer network.
SRAM is a progressive, innovation-driven company. It requires distribution partners that share its vision, embrace modern systems and hold service standards uncompromisingly high. In South Africa, that partnership is now firmly in motion.
