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SRAM has partnered with Cyclinguists, a small collective of cycling translation specialists, to provide language professionals with access to SRAM Technical University content, something Cyclinguists says could reshape how the cycling industry approaches global communication.
Cyclinguists have said the collaboration offers linguists comprehensive technical training covering core cycling technologies, as an approach to solving international market challenges that most brands face but few address systematically.
This partnership will see SRAM provide its established technical platform whilst Cyclinguists facilitates access to the global community of cycling language professionals. According to Cyclinguists, this initiative represents SRAM doing something genuinely different for the industry.
“Every technical field has its own specialised language,” explains Adélaïde Hocquigny from SRAM Technical University. “I believe it’s essential to pursue theoretical technical training to accurately convey information.”
Samuel Deleuze from Cyclinguists echoes this, describing the programme as “an absolute gold mine for linguists who want to up their game in the cycling industry.”
Implementation: A New Quality Standard
Cycling brands can now specify technical training qualifications when selecting language service providers. The SRAM-Cyclinguists programme provides a clear benchmark for technical competency.
Language professionals completing the programme receive certification and are featured in a directory of qualified specialists, creating a new standard for the industry to adopt.
Beyond Borders: The Technical Communication Challenge
Modern cycling technology demands communication expertise that extends well beyond basic language skills. Explaining suspension systems, wheelbuilding techniques, or gear ratios requires understanding the engineering principles behind the terminology.
When brands expand globally, this technical communication challenge becomes critical for success. Professional materials that resonate locally create stronger brand perception and smoother product adoption worldwide.
Cyclinguists say the business benefits of working with technically trained language professionals are compelling: clear multilingual documentation enhances user experience, reduces customer confusion, while accurate technical materials strengthen dealer confidence and minimise potential issues from misunderstood instructions.
Looking Forward: A Small Step, Big Implications
Both SRAM and Cyclinguists acknowledge that this initiative represents just the beginning. Whilst a modest step, it demonstrates a path forward for industry-wide communication standards that match the technical sophistication of modern cycling products.
The collaboration signals recognition that global market success depends not just on product innovation, but on the quality of technical communication across international markets.
For brands ready to enhance their global market effectiveness through improved technical communication, this unexpected partnership offers a clear quality benchmark.
The SRAM-Cyclinguists technical programme is available free to qualified language professionals. Cycling brands can find qualified specialists through the Cyclinguists directory or contact bunch@cyclinguists.com for more information.
