Welcome to BenSerotta.com.
In one way or another, I have been dreaming about, talking about, designing and building bicycles since I was a pre-teen back in the early 1960s.
This site is my vehicle for letting you know some of what I’m up to and thinking about today. Like me, it’s a continuing work in progress.
If you’d like to know about my new line of bicycles, please visit Serotta Design Studio where you also sign up for notifications to stay up to date.
Thank you for visiting and I hope to see you out on a city street, country road or trail soon!
Here’s a brief work history.
After opening up a small retail and repair shop as an off-school activity in the late 1960’s I traveled to London, England where I apprenticed in building steel bicycle frames. First represented in the 1976 Olympics, Serotta bicycles bore witness to America’s rise as a modern cycling power. Contracted by US powerhouse teams 7- Eleven (1984-1988) and Coors Light (1991-1994), along with numerous smaller national and international programs, Serotta became the dominant US builder of high performance racing bicycles. By 1990 our bicycles had been raced to National, European and World Championship titles in road, time-trial, track, mountain and triathlon events.
Ever driven to raise performance standards, I worked directly with hundreds of elite athletes while developing a unique approach to the human/machine interface, resulting in the company’s two-pronged approach to elevating cycling performance: personalized engineering and a paradigm change in bicycle fitting methodology.
These revolutionary paths inspired the development of a proprietary range of shaped, “size-specific” bicycle frame tubing, dubbed the “Colorado Concept” and the first SizeCycle (an infinitely adjustable stationary bicycle). Like dual cornerstones, these advances became the foundation for the next 25 years of my company’s work. In 1998, Serotta launched a hands-on teaching program for bicycle fitting, which later became knows as SICI (Serotta International Cycling Institute). In turn, SICI graduates have gone on to become integral to the development of more than a dozen other bicycle-fitting organizations. To date, more than 1,500 fitting technicians, coaches and medical practitioners have come from around the world to attend SICI programs and seminars.
In August 2013, in a hostile restructuring by new investors, I was forced to part ways with Serotta Competition Bicycles, and in an instant I’d become separated from many of my friends, business associates and fans. In the time since, discovering silver linings from my unexpected disconnect, I’ve had the great pleasure of working with a broad range of organizations from across a wide spectrum of the bicycle industry- from highly customized hand-crafted bicycles made in North America, to the one-size-fits-all world of public bike share bikes produced in Asia. Better still, I’ve had the gift of the opportunity to meet, ideate and create with some incredible people with whom I might never had the chance to work.
In January 2018, I formally and publicly re-entered the bicycle business with the opening of the Serotta Design Studio. It’s not a 3-click to purchase company, nor will you find my new bicycles mixed in with a line-up in general retailers. With this new endeavor, I wanted to establish a direct relationship with each cyclist who places her/his trust in us to deliver an exceptionally wonderful product. It’s not that I have anything against retailers as a whole, not at all. It’s just that I’d rather not dilute the information flow, so that I really know we are delivering the best product for each client. Besides, it’s more fun and more informative getting the direct feedback.
In a way, ‘The Studio” is both a continuum and a new beginning, building on a great legacy that’s fed by a fresh and almost limitless stream of new ideas and opportunities.
I remain as dedicated as ever to improving life experiences through cycling.