Higher grade shifting, stiffer and Zero-Loss technology trickled down from RED

SRAM Force upgraded with no price change

SRAM Force has been upgraded for 2013, with trickledown features such as RED’s ‘ZeroLoss technology’ now featured on the performance/value groupset.

Though retail prices are not set to change, Force has been given a RED-inspired makeover, with higher-grade shifting and a stiffer crank prioritised. Zero-Loss is the immediate engagement of shifts as the lever is pushed, with virtually no wasted lever throw, for faster shifts and greater efficiency. This tech upgrade applies to both the front and rear derailleurs.

The mid-cage rear derailleur now carries AeroGlide pulleys, which are known to be run quietly, as well as having shaved a few grams in the makeover.

In other news...

Digital advertising agency Girodilento launched by Scott Purchas

A new digital advertising agency, Girodilento, has officially launched, headed up by Scott Purchas. Girodilento …