SARATOGA SPRINGS, NY (BRAIN)—Stan Mavis has been named president of the newly formed Serotta Sport, which will act as the exclusive North American distributor for Serotta custom bicycles. Mavis was co-founder of Pearl Izumi and later president of Sugoi Performance Apparel.
“Ben Serotta and I have been friends since the early ‘90s when we were sponsors of the Coors Light cycling team—he's a true pioneer in the world of cycling,” Mavis said. “I couldn’t pass up this incredible opportunity to help lead a brand with a storied history and tremendous potential for the future. Furthermore, our partnership with Catlike and ETXEONDO creates a unique combination of premium ‘founder’ brands that have a chance to capitalize on the current domestic interest in premium European cycling products.”
The new Serotta Sport management team is comprised of Bonnie Mavis as vice president of sales, a 17-year veteran of customer service and sales for Nordstrom, Paraic McGlynn as director of applied cycling science for the Serotta International Cycling Institute, Patrick O’Farrell as director of operations and Mike Lopez as director of Serotta Composites. As chairman of Serotta, Ben Serotta will continue to lead product innovation and development with exciting plans for the latter half of 2010 and the model year 2011.
Serotta Sport will focus on preserving Serotta’s renowned attention to detail in product development, and then expand that same philosophy into customer service and dealer support for its premium, custom bicycles. It will also grow the Serotta International Cycling Institute, a member-based organization dedicated to educating cyclists about the importance of proper bike fit. Lastly, Serotta Sport will be the exclusive distributor for Catlike helmets and ETXEONDO cycling apparel, two prestigious European cycling brands that are also still managed by their original founders.