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SRAM's success story began in 1987 with founder Stan Day, who trained for and regularly competed in triathlons. Stan was convinced that there was a better way to shift gears and found that reaching for the down tube to shift gears was cumbersome and inefficient. He wanted to mount the shifter directly on the handlebars so that all you had to do was turn the handle and the gear would change. No sooner said than done. With a single product, the grip shift, SRAM revolutionized the road bike market, and in subsequent years this technology was also adapted for mountain bikes. The headquarters have been in Chicago since the company was founded. Stan had a dream to create a more efficient and faster cycling experience, and he certainly succeeded. Today, he works with a global team that shares the same passion for cycling to continuously improve the riding experience.