SRAM Technical Centre at Zyrofisher HQ

The UK Home of SRAM

This piece first appeared in the January edition of BikeBiz magazine – not subscribed? Get a free subscription.

For more than a decade, SRAM has operated a dedicated facility servicing the needs of UK bike shops and manufacturers.

Initially launched in 2010, the Technical Centre operated out of Winkfield, Windsor for 13 years before relocating under the roof of its sole UK distributor, ZyroFisher in September 2023.

Now, distribution, dealer support, the Technical Centre and the SRAM Technical University all work alongside each other at the same site, a move described as “hugely important” by Neil Davidson, SRAM brand manager at ZyroFisher.

“Consumers and dealers who ride and sell SRAM product should have confidence that the product support is second to none,” he continues.

“We believe bringing these services in-house at ZyroFisher means we’re better able to provide this high level of service.”

At the heart of the Tech Centre’s vision is the desire to provide “first class” service and support of SRAM products for dealers and manufacturers.

The dedicated SRAM team have a passion for cycling and support the UK with warranty, training, and product service support for all SRAM brands, including SRAM, RockShox, Hammerhead, Truvativ, Zipp, Quarq, Avid and Time.

“It gives us more opportunity than ever before to engage with dealers in the UK,” adds Davidson, when discussing how the move benefits dealers.

“Bringing the tech centre in-house gives the team more time to work on the product and communicate with dealers and end consumers.”

On the visit, BikeBiz followed a RockShox Pike from the moment it arrived in the warehouse, through its 50-hour service, and then prepared for dispatch back to the retailer.

When submitting a product SRAM service/warranty, a ticket is created and allocated a unique SRT number.

The SRT number is more than just admin as it allows the retailer who created the ticket to follow the product through each stage of the process via their account.

Once through the doors of the Technical Centre, the RockShox Pike is checked against the in-house system for the required service, cleaned and inspected for any signs of obvious damage and then tested for any knocks.

All clear, so onto the service. On this occasion, it’s a fairly straightforward procedure taking around 20 minutes, including picking the necessary service kit from the kitted-out shelving units conveniently located next door.

After a final test on the custom-made rig, it’s ready to be carefully packed before heading back through the warehouse doors for dispatch.

Best of all, the retailer can track each step of the process without needing to call.

With up to six technicians working at a time, the team can complete a significant amount of work, resolving an average of 20 to 30 tickets each day.

“We’ve had a lot of great feedback from dealers, especially around the communication they receive from the Tech Centre,” adds Davidson.

“The team is really proactive in trying to make sure dealers are kept up to date with outstanding warranty and service cases.”

SRAM Technical University

Housed in the same facility at ZyroFisher is the SRAM Technical University, or STU for short.

STU is a SRAM-supported worldwide initiative with locations in Colorado Springs, Indianapolis, Schweinfurt, Germany, Nijkerk, Netherlands, Chambery, France, Melbourne, Australia, and of course, Darlington, UK.

The UK site is led by Toby Hockley, and is dedicated to empowering bicycle retailers and their staff with the knowledge and skills to service and talk SRAM products within the market. 

Comprehensive programmes combine online and in-person training, offering a learning experience that equips participants with expertise in SRAM products, including features, benefits, installation, maintenance, and repair. 

“The addition of the SRAM Technical University means that SRAM are more tapped into the dealer network than ever before,” explains Davidson. 

“Offering a range of courses [is] giving our dealers the opportunity to introduce additional revenue-generating services to their businesses.”

STU Online introduces an avenue of communication for bicycle retailers and their staff who want to learn more at their own pace and on their schedule without the need to travel.

The education ranges from product introductions to the how and why behind the brand’s technologies, and a deep dive look at how these products function.

There are webinars for MTB, Road and Gravel products, including; Sag Set Up, Flight Attendant, Transmission Set Up, Maven Deep Dive, 50 Hour Fork and Shock servicing, Drop Bar brake bleeding, AXS Component Compatibility, Front Mech Set Up, XPLR Overview, and a lot more. 

Retailers and mechanics can further their knowledge from STU Online with immersive, hands-on in-person experiences at the fully-equipped site.

Currently, Hockley offers a Suspension Service Introduction Course, as well as a Service 101 for mechanics with at least one year of experience, and a Service 202 for those who have either completed 101 or are currently basic suspension services.

There is also the opportunity to create bespoke courses and webinars, anyone considering this option should get in touch with Hockley directly.

For more information about SRAM, retailers should contact their ZyroFisher account manager.

To learn more about SRAM Technical University, email: thockley@sram.com