Serotta

{{Short description|American bicycle manufacturer}} {{Infobox company | name = Serotta Competition Bicycles | logo = SEROTTA pantographed CINELLI XA stem 05.jpg | type = | fate = Relaunched | Predecessor = | successor = | foundation = {{start date and age|1972}} | defunct = {{end date and age|2013}} | location = [[Saratoga Springs, New York]] | industry = [[Bicycles]] | products = Road, Track, Mountain, Gravel, and Cyclocross Bicycles | key_people = Ben Serotta, Kelly Bedford, David Kirk, Keith Cieslinski | num_employees = | parent = | subsid = }}

'''Serotta''' is an American [[bicycle]] builder located in [[Saratoga Springs]], [[New York (state)|New York]]. Named after founder Ben Serotta, the company was founded in 1972.<ref>{{cite web | url = http://www.timesunion.com/local/article/Magazine-Serotta-lays-off-workers-plans-shutdown-4700263.php | title = Bicycle maker to close Saratoga Springs factory | author = Rachelle Kredentser | date = August 1, 2013 | publisher = [[Times Union (Albany)|Times Union]] | access-date = 2013-08-01}}</ref>

Serotta built frames for the Coors, Crest and [[7-Eleven Cycling Team|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|Archibald Cox Jr.]] Cox later purchased [[Fat City Cycles]] and merged it with Serotta in response to growing interest in [[Mountain bike|mountain biking]]. In 1997, Ben Serotta and his wife Marcie bought the company back from Cox.<ref>{{cite web | url = http://www.bizjournals.com/albany/stories/2002/08/05/story1.html?page=all | title = Serotta cycles back to roots | date = August 5, 2002 | author = Matthew Phillips | publisher = The Business Review | access-date = 2014-06-23}}</ref>

Serotta also has a bicycle-fitting system.<ref>{{cite book |title=Bicycling Magazine's Century Training Program |last=Streb |first=Marla |year=2006 |publisher=[[Rodale, Inc.|Rodale]]|isbn=978-1-59486-184-0 |page=107 |url=https://books.google.com/books?id=cUT1yjpA588C&dq=serotta+bicycle+OR+bike+OR+cycle&pg=RA3-PA107 |access-date=2008-09-28}}</ref> 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.<ref>{{Cite web|last=Wyatt|first=Damon|date=2020-02-12|title=BF Podcast Ep. 12: The Evolution of Bike Fitting with Ben Serotta|url=https://blog.bikefit.com/bf-podcast-ep-12-the-evolution-of-bike-fitting-with-ben-serotta/|access-date=2021-08-19|website=BikeFit|language=en-US}}</ref> 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.<ref>{{Cite web|title=Classes {{!}} Serotta International Cycling Institute|url=https://www.serottacyclinginstitute.com/classes/|access-date=2021-08-19|language=en-US}}</ref>

In June 2013, Serotta merged with Blue Competition Cycles and Mad Fiber Wheels under the name of Divine Cycling Group.<ref name = "Brain">{{cite web | url = http://www.bicycleretailer.com/north-america/2013/07/31/ben-serotta-i-will-build-bikes-another-day | title = Ben Serotta: 'I will build bikes another day' | date = July 31, 2013 | author = Steve Frothingham | publisher = Bicycle Retailer and Industry News | access-date = 2013-08-01}}</ref> In July 2013, Serotta ceased manufacturing bicycles,<ref name = "Brain"/> but Ben Serotta resumed sales of own-brand bicycles in 2017 and launched a direct-to-consumer business in 2020.

== History ==

=== 2015 === Ben Serotta helped redesign the [[Citi Bike]] for New York City's bike sharing system.<ref name="nyda_EXCL">{{Cite web | title = EXCLUSIVE: Redesigned Citi Bikes hitting streets this month | last = Fermino | first = Jennifer | work = NY Daily News | date = 7 June 2015 | access-date = 2015-06-09 | url = http://www.nydailynews.com/news/politics/exclusive-redesigned-citi-bikes-hitting-streets-month-article-1.2249184 }}</ref>

=== 2017 === Ben Serotta returned to selling bicycles under the name of Serotta Design Studio.

=== 2020 === Ben Serotta announced the return of Serotta branded bicycles. The new Serotta re-launch is built upon on a direct-to-consumer strategy, as opposed to its former small network of bicycle shops throughout the country. Serotta's focus on fit and custom-built frames is still at the core of what the company is built upon.<ref name=":0">{{cite web|last=Yobbi|first=Dean|date=August 18, 2021|title=Serotta relaunching his bike brand|url=https://www.bicycleretailer.com/retail-news/2020/02/20/serotta-will-relaunch-his-bike-brand-spring#.YR3bIS-B1pQ|access-date=2021-08-19|website=Bicycle Retailer and Industry News|language=en}}</ref>

Available bicycles include Duetti for road cycling, Modomio for pavement, dirt, and gravel, and Scappero, mainly for dirt, gravel, and trail. Serotta plans to launch a new offering to their line every six months and Ben Serotta has said that this plan will inevitably include an e-bike.<ref name=":0" />

==References== {{reflist}} *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

== External links == *[http://www.serotta.com/ Official website of Serotta Competition Bicycles] *[http://www.serottacyclinginstitute.com/ Official website of Serotta International Cycling Institute (SICI)] *[https://www.serottadesignstudio.com/ Serotta Design Studio] {{Webarchive|url=https://web.archive.org/web/20180925220005/https://www.serottadesignstudio.com/ |date=2018-09-25 }} {{American bicycle manufacturers}}

[[Category:Cycle manufacturers of the United States]] [[Category:Companies based in Saratoga County, New York]] [[Category:Saratoga Springs, New York]] [[Category:1972 establishments in New York (state)]] [[Category:2013 disestablishments in New York (state)]]