After spending quite some time in bicycle purgatory, Ben Serotta is set to relaunch his iconic bike brand early this spring.
“I spent most of the last six years circling the bike world – literally and figuratively as a designer, supply-chain consultant and 2nd time framebuilding entrepreneur, it became clear to me that there are still needs that are not filled by the myriad of other bike companies. So, some time last year I decided to double down and bring Serotta, the brand, back to the forefront,” says Serotta.
“Why? Because at its core, throughout its first 40 years, the Serotta brand was devoted to the pursuit of making the cycling experience better one cyclist at a time, one bicycle at a time. That ethos is what drives research, discovery and a comfort for questioning the status quo about anything, everything; opening the doorway to innovative thinking, innovative products… And it’s still what excites me day after day,” he adds.
According to Serotta, new bikes made from steel and aluminum will start to become available as soon as March, with titanium models to follow in early summer.
“We expect to introduce additional products every six months or so after that,” Serotta said. “It’s hard to imagine a future product line that does not include an e-bike option whether that is purely in the road range or well outside of it is to be determined.”
Serotta says his new range will initially focus on three road designs, which will include the Duetti (mostly pavement), Modomio (pavement/dirt and gravel) and Scappero (mostly dirt and gravel and trail). Moreover, he said the models will be constructed using “gen-next” proprietary tubing paired with carbon forks.
Each will be available in three price groups defined mainly by frame material, while prices for complete bikes will start at $3,995 to $11,500 plus depending on the upgrades.
Serotta launched the Serotta Design Studio back in 2017, which served as a springboard to develop new bike designs while he continued to consult with the industry, ultimately culminating into his desire to relaunch the Serotta brand as a full-on venture.
“There will always be a place for a company that pulls off exceptional, extraordinary, elevating. … That potential is a powerful driving force, and it’s the key to fueling the journey forward,” Serotta said. “I guess you could say that it’s a fire I have that never went out. I just had to notice that it was still there and apply it. So, with the help of an awesome, small and growing team, Serotta, the bicycle company, has a reason, energy and fuel to be.
“Above all else, our goal is to deliver a superior end result to each consumer by applying our deep understanding of bike fit and personalized design coupled with a service network of unsurpassed competency and eliminating any uncertainty. “So our goal is to avoid shipping a bicycle to someone’s home in a box.”
Additionally, Serotta is currently establishing a network of industry professionals, including a number of select IBDs, who will work alongside Serotta’s headquarters, with the goal of establishing relationships with 15 retailers in North America, 10 in Europe and five elsewhere.
The network will consist of regional “teams” each bringing together a source of options including brand ambassadors, individual independent providers, private practices and select specialty retailers. “Together, our network team will offer customers an unprecedented level of excellence and consistency in service along with options to best suit their personal schedules and needs,” Serotta said.
Assembly will be done regionally, where final setup can be tailored to the individual cyclist, said Serotta, who added the specialty tubing and forks will be principally manufactured in Taiwan, while most frame fabrication and finishing will be completed close to Serotta’s headquarters in upstate New York.
“Simply, our absolute promise is to our customers, to whom we promise the best product, period,” says Serotta.
Professional bike fitters, physical therapists, coaches, trainers and podiatrists, mechanics and specialty retailers who would like to be considered for membership in the Serotta Cycling Service Professionals Network should send a detailed CV to firstname.lastname@example.org.
In the email subject write: Your Profession (i.e. Bike Fitter, etc.) network application.
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