SARATOGA SPRINGS, NY (BRAIN)—Serotta's Factory Studio and Fit Lab opened today. It's a full-service, retailer and consumer-focused experience, representing the essence of the company’s fitting, technology and manufacturing prowess in a world class environment.
Under the stewardship of Paraic McGlynn, Serotta’s director of applied cycling science, the Serotta Fit Lab gives a physical presence to Serotta’s industry-leading position in the realm of bike fitting and bike fitting education.
The lab will be used for testing new equipment (like digital capture software that analyzes a riders motion and alignment in key riding positions), as a state-of-the art teaching facility for Serotta dealers wishing to broaden their fit expertise, and as a year-round customer resource center.
Consumers may independently book their own Fit Lab appointments, and now have the option to purchase a Serotta at the Factory Studio with final pick-up either at Serotta, or at their preferred Serotta dealership.
Those wishing to have the full “Serotta factory experience” can join weekly guided factory tours Fridays at 11 a.m., or by appointment.
Visitors will meet the craftsmen and women who build each and every Serotta, learning about Serotta’s vertically integrated production process, cutting-edge manufacturing and materials technologies and meticulous, spare-no-expense craftsmanship.
Serotta enthusiasts won’t want to miss the Serotta Store, located at the Factory Studio, featuring the “Serotta Collection” by Castelli. The “Serotta Collection” offers a custom assortment of road-inspired cycling clothing with a competitive edge—Castelli-designed men’s and women’s jerseys, shorts, bib shorts and accessories.