What SBS does

SBS Friction A/S is a Danish manufacturer of aftermarket brake and drivetrain components for two-wheeled and powersports vehicles, headquartered in Svendborg, Denmark, and founded in 1964. The company produces brake pads, brake discs, clutch kits, brake shoes, and brake pins for street motorcycles, scooters, dirt bikes, ATV/UTVs, American V-Twin motorcycles, and racing applications. Its product range matches approximately 95% of motorcycle models in the market with multiple compound options per line, spanning ceramic (HF, RQ, LS), sintered (HS, DS-1, DS-2, DC), and racing-specific (Dynamic Racing Concept) formulations. Core technical assets include the NUCAP NRS mechanical bonding technology for friction material to backing plate, the 'Better Brakes' iron-based copper/nickel/antimony-free compound line (95%+ of portfolio by 2025), and a proprietary Conductive Sintering production method.

The company sells exclusively B2B through a global distributor network reaching more than 80 countries, with distributors supplying authorized motorcycle dealerships. SBS does not publish consumer pricing and does not sell directly to end users. Marketing is built around the 'Partners in Racing' sponsorship program (Moto2, Moto3, World Superbike, American Flat Track, North West 200, Isle of Man TT, MXGP), the SBS Brake Academy dealer certification (over 80% of global distributors enrolled), and a password-protected PIMedia asset library. A December 2024 leadership change placed Martin Rambusch as CEO following completion of the company's integration into the Brembo Group, under which SBS now operates as a wholly-owned subsidiary while retaining its brand and operational identity.

Name

SBS

Legal name

SBS Friction A/S

Website

https://sbs.dk

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

11–50 employees

Short description

SBS Friction A/S is a Danish manufacturer of aftermarket brake pads, discs, clutches, and related friction components for motorcycles, scooters, ATVs, UTVs, and racing applications. Founded in 1964 and now a wholly-owned subsidiary of the Brembo Group, it sells exclusively B2B through a global distributor network in 80+ countries, covering ~95% of motorcycle models.

Ownership category

akta.pro rank

Product category

Motorcycle Brake Components

NAICS

Motor Vehicle Brake System Manufacturing (33634), Motorcycle, Bicycle, and Parts Manufacturing (336991)

SIC

Motor Vehicle Parts & Accessories (3714), Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Brake Friction & Rotors (Pads/Shoes/Discs/Drums) (IMACAIAE)

Keywords

• Motorcycle brake pads
• Sintered brake compounds
• Brake discs manufacturing
• Clutch kits
• Friction materials

Headquarters

HQ city

Svendborg

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Technology or R&D, Personnel, Marketing or Sales

Revenue model

1. Brake Product Sales: SBS generates revenue through the manufacture and B2B sale of brake pads, brake discs, clutch kits, and brake pins for motorcycles, scooters, ATVs, UTVs, and racing applications. Products are sold exclusively through a global distributor network to authorized dealers.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

SBS Friction A/S manufactures and globally distributes brake pads, brake discs, clutch kits, brake shoes, and brake pins for motorcycles, scooters, ATVs/UTVs, dirt bikes, American V-Twin motorcycles, and racing applications. Products are sold exclusively B2B through a worldwide distributor network to authorized dealers, covering approximately 95% of motorcycle models in the market. The portfolio includes ceramic, sintered, and racing-grade compounds, with the Better Brakes line transitioning to environmentally improved Copper/Nickel/Antimony-free formulations.

Product overview

SBS Friction A/S is a Danish motorcycle brake manufacturer offering a comprehensive portfolio of braking and drivetrain components. The core product lineup includes brake pads (available in ceramic, sintered, and racing compounds), brake discs (standard, upgrade, and off-road series), clutch kits, brake shoes, and brake pins. Products are organized across vehicle categories: Street, American/V-Twin, Scooter, Dirt Bikes, ATV/UTV, and Racing. The company also offers the Better Brakes environmentally improved product line using copper/nickel-free compounds, the Dynamic Racing Concept sub-brand for competition use, and the SBS Brake Academy certification program for dealers and mechanics. Digital tools include compound selector and product lookup features. All products carry relevant certifications including ECE R90, ISO 9001, ISO 14001, and IATF.

Differentiator

Problem solved

Functional benefit

Brands

• SBS Racing: SBS Racing division supporting international race teams and riders in various racing series including World Superbike, Moto2, Moto3, and more.
• Better Brakes
• SBS Brake Academy
• Dynamic Racing Concept

Products and services

• Brake Pads (Ceramic/Sintered) Brake pads for motorcycles, scooters, ATVs/UTVs, and dirt bikes available in ceramic and sintered compound variants, including OE replacement and racing-grade options. Manufactured with NUCAP NRS bonding technology and sold exclusively through SBS distributors to authorized dealerships.
• Brake Discs Standard (5xxx series), upgrade (6xxx series with floating or SBS contour design), and oversize off-road (7xxx series) brake discs for motorcycles, scooters, and off-road applications. Sold B2B through SBS distributors.
• Clutch Kits Clutch kits including steel plates (standard and upgrade) made from wear-resistant steel and friction upgrade plates using carbon and paper materials for high-performance road and race track use.
• Brake Shoes Drum brake shoes for motorcycles, scooters, and ATV/UTV applications. Sold through the SBS distributor network.
• Brake Pins Stainless steel brake pins (8mm hex head) for motocross and enduro bikes from the 1990s to present, featuring corrosion resistance and smooth sliding properties.
• SBS Better Brakes Environmentally improved brake compound line that is Copper-free, Nickel-free, and for ceramic compounds also Antimony-free, using an iron-based design for improved recovery while maintaining or improving brake performance. Over 95% of the SBS product range is being transitioned to Better Brakes compounds by 2025.
• Dynamic Racing Concept (DRC) Racing-specific brake products including Dual Sinter (DS-1, DS-2) compounds with HeRi reinforced backing plates engineered for World Championship-level road racing and endurance competition.
• SBS 1012 — Brembo Hypure Caliper Brake Pad OE replacement compound specifically designed for the Brembo Hypure caliper, delivering low wear, high thermal stability, and excellent brake feel for modern high-performance sport, big touring, and adventure motorcycles. Available in HS and RST street compounds plus DC and Dual-Sinter DS-1/DS-2 racing variants with HeRi backing plates.
• SBS 243HF Brake Pad (Yamaha Cygnus Ray ZR) OE replacement ceramic compound brake pad for the Yamaha Cygnus Ray ZR scooter, designed for commuters and general-purpose street bikes with long pad life, low dust, low brake disc wear, consistent wet/dry performance, NUCAP NRS bonding, and noise-reduction design.
• SBS Brake Academy Certification Program Certification program for motorcycle dealerships, race specialists, and mechanics providing official SBS Brake Specialist credentials, expert knowledge on compound selection, heat management, and brake system training. Approximately 2-hour completion with over 80% of SBS distributors globally enrolled.

Quantifiable outcome

• 9-12% improvement in stopping distance (brake lengths) with Better Brakes compounds vs. prior formulations
• +3 more outcomes

Named customers7 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Nine partnerships are on record, tiered strategic, core and regional.

• Kodlin USAstrategicStrategic or Co-development Partner · 1 January 2025SBS and Kodlin USA collaborate on a new series of premium brake rotors for Harley-Davidson motorcycles. Kodlin USA provides innovative V-Twin upgrade parts design; SBS provides braking technology expertise. New 7xxx-series rotors with black thermochemical nitride coating and hybrid stainless-steel/blackened designs are available from early 2025.
• Brembo (Brembo Hypure Caliper)strategicTechnology or Integration · 1 January 2025SBS developed the SBS 1012 brake pad specifically to fit the Brembo Hypure caliper, offering riders a combination of Brembo's visual aesthetics and SBS's braking excellence. The product targets modern high-performance, sport, big touring, and adventure motorcycles including Aprilia RSV4, KTM Superduke, KTM RC-R, and Ducati Panigale V4 series.
• Ten Kate Racing (Netherlands)coreStrategic or Co-development Partner · 1 January 2024SBS has been the preferred brake sponsor for Ten Kate Racing since 2001, making it one of the longest-standing racing partnerships in the motorcycle braking industry. The Dutch team competes in World Supersport and related championships, with Simon Jespersen notably taking the race seat in 2021 when Dominique Aegerter had MotoE obligations.
• PBM Hager Ducati (Glenn Irwin)coreStrategic or Co-development Partner · 1 January 2024SBS supported the PBM Hager Ducati team with Glenn Irwin at the 2024 North West 200, where Irwin achieved 11 consecutive Superbike victories using SBS 889 DS-2 brake pads, setting a new lap record at 124.895mph.
• Car-Lack (Thai-German) Co., LtdregionalChannel Partner/ Reseller/ Distributor · 1 January 2024New distributor for Thailand with planned expansion to Cambodia. Founded in 1982, Car-Lack is a well-established motorcycle and scooter market player with one of Thailand's largest retail outlets and a robust online presence. They serve millions of motorcycle riders in Thailand.
• Intact GP Husqvarna Liqui MolycoreStrategic or Co-development Partner · 1 January 2023SBS partnered with Intact GP Husqvarna Liqui Moly racing team, which claimed multiple world championship titles in Moto2 and Moto3 during the 2023 season. The partnership provides SBS with racing-derived product feedback used in consumer aftermarket development.
• MtM Kawasaki RacingcoreStrategic or Co-development Partner · 1 January 2023Belgian racing team supported by SBS, competing in World Supersport and road racing championships, with multiple championship titles claimed using SBS brake products.
• Kawasaki Dixon Racing Team (Courtney Duncan)coreStrategic or Co-development Partner · 1 January 2023SBS supported Courtney Duncan to her fourth Women's World Motocross Championship title in 2023 aboard Kawasaki Dixon Racing, making her one of the most decorated MXWomen riders.
• Progressive American Flat Track (AFT)coreStrategic or Co-development Partner · 1 January 2018SBS has been the Official Brake Sponsor of Progressive American Flat Track since 2018, with the partnership extended through the 2024 season. The series is America's preeminent two-wheeled dirt track racing championship. The DC compound with smooth initial bite and high temperature stability is the preferred choice among AFT teams and riders.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• TRW Aftermarket (ZF): ZF-owned aftermarket brand supplying brake components (pads, discs, calipers) across automotive and motorcycle segments. TRW competes with SBS in the broader brake aftermarket through distribution channels, though with a more automotive-weighted portfolio.
• Brembo: Global automotive and motorcycle braking systems leader and SBS's parent company. Brembo dominates automotive and high-end motorcycle OEM brake caliper supply; its motorcycle aftermarket overlap with SBS makes it both a parent and a strategic peer in caliper/pad pairings (e.g., Brembo Hypure caliper + SBS 1012 pad).

Regional players

• Vee Rubber: Thai motorcycle tire and brake component manufacturer primarily serving Asian markets. Vee Rubber competes with SBS in the Southeast Asian aftermarket motorcycle parts segment, particularly in scooter and commuter brake pads through regional distribution channels.

Direct peers

• EBC Brakes: UK-based manufacturer and distributor of motorcycle brake pads, discs, and clutches. EBC is SBS's most direct aftermarket competitor across street, dirt, ATV, and racing segments, with overlapping compound technologies (ceramic, sintered, carbon) and global distribution through similar B2B channels.
• Galfer: Spanish manufacturer specializing in motorcycle brake discs and pads with strong presence in motocross, enduro, and road racing. Galfer directly competes with SBS in the off-road/dirt bike brake segments and shares racing sponsorship as a key go-to-market strategy.
• Braking (Brembo Group brand): Italian motorcycle brake disc brand also owned by Brembo Group, making it an internal corporate peer of SBS. Braking competes in aftermarket brake discs across motocross, road, and scooter segments — making it SBS's most relevant internal group competitor.
• Nissin (Kyosan): Japanese motorcycle brake system manufacturer supplying OEMs (Honda, Yamaha, Kawasaki) with brake calipers and master cylinders. While more OEM-focused than SBS, Nissin competes in the same motorcycle braking category with complementary product overlap (calipers vs. SBS pads/discs).
• Ferodo (Federal-Mogul / DRiV): Heritage friction materials brand owned by DRiV (Tenneco) producing motorcycle and automotive brake pads. Ferodo competes directly with SBS in the motorcycle aftermarket pad segment, particularly in European OEM replacement and racing applications.

Emerging players

• Magura: German manufacturer of motorcycle brake components including calipers, master cylinders, and hydraulic systems. Magura overlaps with SBS at the system-component level and competes in motorcycle braking aftermarket, though with a more specialized hydraulic-systems focus.
• Brake Tech: US-based manufacturer of aftermarket motorcycle brake rotors specializing in off-road and racing applications. Brake Tech overlaps with SBS in the dirt bike and racing brake disc segment, particularly in North American motocross and enduro markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sbsbrakes
• LinkedInlinkedin.com/company/sbs-friction-a-s
• Instagraminstagram.com/sbsbrakes

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SBS