TIME designs, manufactures and distributes carbon fibre road bike frames, forks and pedals and mountain bike pedals from its base in the Rhone-Alpes region of France. The company was founded in 1987 by Roland Cattin, and since then athletes using TIME products, including its signature clipless pedal, have won every major cycling race including all the Grand Tours, the World Championships and the Olympic road race.

TIME has also sponsored a number of UCI ProTour teams, including Saur-Sojasu, Quick Step-Innergetic, Cofidis and Bouygues Telecom. Other teams such as Saunier-Duval and Ag2r use TIME pedals and shoes, as do mountain bike champions Julien Absalon, Julie Bresset, José Hermida and Cedric Gracia.

TIME’s ambassadors include 2005 World Road Race champion Tom Boonen, 2004 Olympic road champion and Italian national coach Paolo Bettini and three-time world time trial champion Michael Rogers. Some of the sport’s most legendary names have also used TIME pedals to power their way to victory in the big races, such as Tour de France champions Miguel Indurain, Marco Pantani, Pedro Delgado and Jan Ullrich, Giro d’Italia winner Laurent Fignon and multiple women’s world champion Jeannie Longo.

Another notable ambassador over the years has been Greg Lemond, who won the Tours de France of 1989 and 1990 with TIME pedals. In 2013, three years after his tempestuous relationship with Trek ended, it was announced that Lemond would be getting back into the bike business by introducing a limited-edition line of carbon road bikes produced by TIME.