Serotta

Serotta is an American bicycle builder located in Saratoga Springs, New York. Named after founder Ben Serotta, the company was founded in 1972¹. Serotta built frames for the Coors, Crest and 7-Eleven pro teams, although Team 7-Eleven bikes were branded as Murray and later Huffy. Serotta also built bikes for the 1984 Los Angeles Olympic Games. Serotta was known in the industry for its proprietary tube designs and revolutionary titanium bicycle building. Serotta sold the company in 1989 to Archibald Cox Jr., son of Watergate special prosecutor Archibald Cox. Cox later purchased Fat City Cycles and merged it with Serotta in response to growing interest in mountain biking. In 1997, Ben Serotta and his wife Marcie bought the company back from Cox. Serotta also has a bicycle-fitting system. The Serotta Fit School, started in 1998, trains retailers, coaches and clinicians in a system that incorporates the rider's life, goals, fitness, body, flexibility, motion, experience, injuries, surgeries and physical concerns. In the past, a fitting system that included a Size Cycle with quick release levers on all adjustable parts of a bicycle frame. The customer would come prepared for a cycling workout. As the cyclist pedaled, the fitter would measure and adjust the frame, based on the factors listed above.…

Serotta is an American bicycle builder located in Saratoga Springs, New York. Named after founder Ben Serotta, the company was founded in 1972. Serotta built frames for the Coors, Crest and 7-Eleven pro teams, although Team 7-Eleven bikes were branded as Murray and later Huffy. Serotta also built bikes for the 1984 Los Angeles Olympic Games. Serotta was known in the industry for its proprietary tube designs and revolutionary titanium bicycle building. Serotta sold the company in 1989 to Archibald Cox Jr., son of Watergate special prosecutor Archibald Cox. Cox later purchased Fat City Cycles and merged it with Serotta in response to growing interest in mountain biking. In 1997, Ben Serotta and his wife Marcie bought the company back from Cox. Serotta also has a bicycle-fitting system. The Serotta Fit School, started in 1998, trains retailers, coaches and clinicians in a system that incorporates the rider's life, goals, fitness, body, flexibility, motion, experience, injuries, surgeries and physical concerns. In the past, a fitting system that included a Size Cycle with quick release levers on all adjustable parts of a bicycle frame. The customer would come prepared for a cycling workout. As the cyclist pedaled, the fitter would measure and adjust the frame, based on the factors listed above. When the workout was over, the frame measurements were taken and the bicycle was custom-ordered for the cyclist. Today, Serotta runs the Serotta International Cycle Institute where his staff teaches bicycle fit concepts that are now significantly more advanced than the days of the Size Cycle. In June 2013, Serotta merged with Blue Competition Cycles and Mad Fiber Wheels under the name of Divine Cycling Group. In July 2013, Serotta ceased manufacturing bicycles, but Ben Serotta resumed sales of own-brand bicycles in 2017 and launched a direct-to-consumer business in 2020.

References

Frothingham, Stephen April 21, 2017 https://www.bicycleretailer.com/north-america/2017/04/21/ben-serotta-returns-two-bike-projects#.W6p9APlKiUk Bicycle Retailer retrieved September 25, 2018

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