SRAM’s RockShox brand offer US ‘ride experience’

Techs will swap fork and shock for home-trail demo

RockShox rolled out a new demo program for the US, today, which will allow riders to try suspension forks and shocks on their existing rigs. The program will run throughout 2012, after kicking off 17-18 March in San Diego, CA.


The program carries through the end of October with 47 stops spread throughout 27 states carried out by two demo teams. The program is the result of a pilot program that RockShox ran last fall in Denver, CO.

“A lot of people have never had the ability to do a fair A-B comparison on their own bike, let alone their own bike on their own trails,” Mike Reisenleiter, SRAM’s dealer marketing manager told BikeRadar. “When we test something, we change one thing at a time, so if you really want a fair comparison and an honest test you take one piece off and put another piece on.”

The RockShox Ride Experience intends to introduce riders to the manufacturers new — and specifically matched — suspension components, as well as highlight their tenability and features, through a one-on-one with a RockShox tech. “It’s a chance for them to, kinda, get a new bike — if you’ve ever done a fork and a shock swap on a bike, it’s like a whole new bike — without the price of a new bike,” he said. “The flip side of it, what SRAM gets, is a chance to meet the rider, talk with the rider, and interact with the rider in a way that we don’t today.”

After their time on the new products, riders have the opportunity to purchase the suspension components or have their old parts refitted. “There will likely be a discount,” said Reisenleiter. “When they make the purchasing decision, at that point it’s used product either by them or by a rider or two before them, so because it’s used product it will be discounted.”

SRAM will run two sprinter vans for their rockshox ride experience demo this season:

The Ride Experience demo is split into two teams that will hit 47 stops in 27 US states this season

The program requires an application, from which RockShox then invites riders to participate based on their ability to accommodate the rider’s bike. Day of demo walk-ups will not be allowed.

The application asks what the rider is currently riding, in terms of: travel, axle type, steerer style, axle-to-crown (fork), and eye-to-eye (shock) measurements. “We’ll likely already have a product recommendation for them [due to the application process],” said Reisenleiter. “During the time that the technician is installing the product, we’re going to set them down for a brand overview video, and then we’ll have a product specific overview that happens one-on-one.”


From there riders will hit the trails to make up their own minds.