SARATOGA SPRINGS, NY (BRAIN)—Serotta has hired new personnel to bolster its Brand Management team.
Paraic McGlynn, a French Cycling Federation-trained cycling coach, advanced bicycle fitter and former manager at the Bicycle Ranch and foot bed manufacturer eSoles, has joined Serotta as director of applied cycling science.
Mike Minerva, creative director of Minerva Designs, will drive Serotta’s visual presentation and marketing strategy in tandem with new marketing director Tiffany Teaford.
McGlynn, a native of Ireland, has been coaching and fitting elite athletes in Europe since the early 1990s. He began studying full time in an Irish Government sponsored coaching program in 1991 and then furthered his training by studying abroad with the French Cycling Federation. He has an extensive knowledge of sports physiology, and since coming to America has continued his education by becoming a USCF coach, and by being certified as an advanced fitting specialist by Serotta.
“Throughout his career Paraic has shown a vision and passion for improving cyclists performance through fit. After taking advantage of Serotta Fit School training in its early, formative years, Paraic established one of the first high-end fit studios that incorporated video capture technology in a non-clincal setting,” said founder Ben Serotta. “Paraic is the perfect person to take stewardship of Serotta’s cycling science and fit philosophy.”
Minerva Designs is a Rochester, New York-based brand and creative services agency founded by Creative Director Mike Minerva. In addition to Serotta, Minerva Design’s clients include Nalgene, Blue Shield of California and Sun Micro Systems. Minerva’s first major initiative for Serotta was a redesign of the company’s Web site and its 2008 “Custom” and “Stock” consumer brochures. Serotta’s new “It’s Why You Ride” icon is just one of the new brand stories developed to engage consumers who share a passion for the Serotta experience.
"Working for Serotta combines my biggest passions, design and cycling—it’s really a dream," Minerva said. Minerva owns three Serottas: a MeiVici with Campy Record, an Ottrott with Dura Ace, and a Ottrott fixed gear, he started racing at age 14 and grew up outside of Philadelphia, near Trexlertown, where he rode the velodrome as a junior.
Teaford, Serotta’s marketing director brings more than 15 years of experience in brand, product and agency management with design-driven, global brands including Atomic Ski, Schwinn Cycling & Fitness and The North Face. At The North Face Teaford was instrumental in launching TNF’s youth category Approach Exploration Gear for Kids and the company’s Summit Series collection of technical mountaineering gear and apparel.
While at Schwinn she was integral in the introduction of Schwinn’s Homegrown, Paramount and StingRay model brand initiatives and worked closely with the Schwinn/Toyota professional mountain bike team. A former collegiate and USCF cyclist, Teaford rides a Legend Ti to train for her off-season passion, nordic skiing.