SRAM has a grip on biking, but with the steady decline in the European bicycle market and competitive pressures on the rise, the company needed to do something to maintain their hold on the market.

To combat these market forces, a study to better understand the needs of the European trekking consumer was launched. A group of German trekking riders were shadowed on a trip to Grand Canary Island, Spain. In this ideal location the group experienced 7 days of riding through the island landscape, providing a unique opportunity to observe and interview trekking enthusiasts about their riding behavior and uncover opportunities for innovation.

The analysis resulted in a wealth of opportunities for improving the shifting interface and drive train of a bicycle, further enhancing the experience of the ride.