Serotta Spins through Colorado

If you fancy yourself a a bike geek, or even just an avid cyclist, Serotta is a name you’ve probably heard before. Ben Serotta has been hand-crafting beautiful custom bikes in the US since 1972. In the 1980’s Serotta built bikes for the 7-Eleven team (though they were labeled as Huffy) helping legendary riders like Eric Heiden win the US Pro Championships, Davis Phinney win a stage of Tour de France in 1986 (the first for an American), and Andy Hampsten win the Giro d’Italia. Serotta also pioneered bike fitting, developing the first Size Cycle back in 1979 and organizing the industry’s first School for Professional Bike Fitting. Serotta also created the first double-butted titanium frameset, the “S” bend chainstay and the patented pivoted ST carbon seatstay. If you are looking for a new bike check out the best road bike here.

Today, Serotta is one of the most vertically integrated bicycle manufacturers in the world, with its own carbon fiber composites production facility in Poway, California and manufacturing in a state of the art facility in Saratoga Springs, NY. Serotta also just strengthened its leadership with the addition of Stan Mavis as the new president. Stan was a co-founder of Pearl Izumi and later president of Sugoi (not to mention a former world record holder in the half marathon and Colorado Running Hall of Fame member). The newly formed Serotta Sport company will continue to offer Serotta’s legendary custom, hand-built bicycles and also be the exclusive North American distributor of Catlike helmets and ETXEONDO cycling apparel.