Time products became popular in the early 1990s, through sponsorship of Pedro Delgado in 1988, then multiple Tour de France winner Greg LeMond in his 1989 Tour de France victory, followed by multiple Tour de France winner Miguel Indurain.

Several other professionals and teams use Time shoes and/or pedals, including Saunier-Duval, Ag2r, and 2008 Beijing Olympic mountain biking gold medalist Julien Absalon.

[3] Tom Boonen, the 2005 Road Race World Champion, used Time bikes while he was with Quick Step-Innergetic.

In addition to Boonen's triumphs, Time has been ridden to more victories at the Olympics and World Championships.

Italian rider Paolo Bettini rode Time bicycles during his gold medal-winning ride in the 2004 Athens Olympic Road Race and in the 2006 World Championship Road Race.