Avid

Avid was founded in 1991 in California by cycling enthusiasts aiming to develop high-performance braking solutions for mountain biking. The company became known for its reliable and powerful disc brakes, expanding its lineup to include mechanical disc brakes, rim brakes, levers, and maintenance products for various cycling disciplines. In 2004, Avid was acquired by SRAM, integrating into its portfolio alongside RockShox. While product development continued in Colorado Springs, marketing and sales operations were relocated to Chicago