- - Serotta Broadens Access to Its Bikes with "Yes You Can!" Program

Serotta Broadens Access to Its Bikes with “Yes You Can!” Program

To celebrate its 50th anniversary, Serotta Cycling has decided to broaden access to its bespoke bikes with the launch of a new three-step purchasing program called “Yes You Can!”.  

“Question … Adjust … Evolve … Innovate … Gratify”, have been both words to live by and part of Serotta’s DNA since its inception a half-century ago, says company capo Ben Serotta.

“As a consumer-facing company for truly bespoke products, we are focused on identifying both the barriers that may impede connecting with our customers, and the opportunities to deliver a net experience that is exceptional.  In this spirit, we’re excited to announce three new purchasing options customers have been asking for as we start our 50th season of making bicycle dreams come true.” 

Change #1. Frameset-only purchase? Yes, you can. 

Serotta is lifting it’s complete-bicycle-only policy accommodating frameset sales on a limited basis.  

“We have orders placed for all top tier component groups from the leading suppliers, but like everyone else, we do not expect deliveries to match our demand. So, instead of disappointing our customers, we’ve decided to offer a limited number of production slots for frameset-only orders, accommodating both disc and rim brake options.  This enables the cyclist who does not actually need an entire new set of components or otherwise is an intrepid on-line shopper, the opportunity to experience a new Serotta purchase.

The company’s primary concern is always for client’s safety. Customers who purchase framesets directly from Serotta will be asked to sign an agreement accepting the risks and responsibilities for the assembly and maintenance of the bicycle.  

That leads to the company’s second new policy.

Change # 2. Your New Serotta is now available in participation with your favorite IBD or Fit Studio.  

“You love and trust your favorite bike shop…and wish you could purchase your new Serotta through their store. Now you can.  The key requirements are that your retailer has a proven understanding in bike fit and has a pro-level mechanic on staff for assembly and service… and of course, that the retailer agrees to facilitate the transaction.  Serotta will make sure that you have the full benefit of the Serotta approach to personalized design and engineering by collaborating with your retailer to ensure you receive the full value of a truly bespoke experience.”

Commenting that in contrast to the typical manufacturer/retailer relationship that is volume driven, Serotta further stated, “like each cyclist, every build-to-order bicycle is unique, so it is not in anyone’s best interest to try to force a retailer to ‘stock’ custom bicycles. It’s just not likely that a ‘stock custom model’ will deliver the perfect match for a given cyclist, as only Serotta can deliver. Instead, this move is about providing greater access to Serotta for our clients who prefer a brick-and-mortar purchasing experience.” 

Change # 3. Specifically, yours-to-the-N’th, with Serotta’s Concierge Shopping Experience.

“We take great pains to line up component options from our personal choice of industry leading manufacturers based on performance, durability, reliability, and value. For most cyclists, that’s plenty of choice.  But, for the cycling connoisseur who wants to go ‘off menu’ Serotta now adds a Concierge Shopping Experience option to deliver even the most detailed wish-list of components and accessories. If it is excellent or rare or unusual you can have it (so long as we believe it is safe and will complement your cycling experience!)  Cyclists choosing this option pay a flat service fee on top of list $MSRP plus shipping for the complete build and we’ll source the components from wherever we must, even if we purchase at retail ourselves.”

For more information about Serotta or any of these programs, contact by writing



Serotta Cycles 

Leave a reply
Share on