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  1. Catrike hires Bill Watkins as consultant

    Bill Watkins (left) with Catrike GM Mark Egeland in Catrike's factory.

    is consulting with former Serotta CEO Bill Watkins as the company contemplates its growth strategy. Watkins and Ben Serotta  are working with industry consulting group Gluskin Townley .  Catrike founder Paulo ...

    Posted March 12, 2014 in Industry News

  2. Serotta offers stock frame sizes

    SARATOGA SPRINGS, NY (BRAIN) — Serotta is introducing a line of stock frames, allowing dealers to put stock Serottas on their salesfloors or make them available for special order much more quickly than the company's custom frames. "They're Serottas without ...

    Posted September 5, 2012 in North America

  3. Divine tells local paper that Serotta shutdown is temporary

    the CEO of Serotta, and company founder Ben Serotta each told BRAIN that the company had run out of money and had shut down its California factory. Watkins and Serotta said a limited staff was completing ...

    Posted August 1, 2013 in Industry News

  4. Serotta Sport Names Mavis President

    Serotta Sport management team is comprised of Bonnie Mavis as vice president of sales, a 17-year veteran ...

    Posted April 15, 2010 in North America

  5. Divine Cycling Group turmoil continues: Blue on the block, Serotta divided

    that were never delivered. Harad said he is aware of the dispute but can't comment on it. Serotta ...

    Posted September 12, 2013 in Industry News

  6. Serotta lowers prices, accepting frame orders

    Steven Breault inspects a new Serotta frame on Wednesday. Photo courtesy Serotta.

    brands.   Serotta was merged with Blue Competition Cycles and Mad Fiber Wheels in June as part of the Divine Cycling Group. In July, company founder Ben Serotta said he was winding down bike production ...

    Posted August 22, 2013 in North America

  7. Ben Serotta's letter to the cycling community

    Ben Serotta

    In the wake of the last few weeks of frenzied reporting and announcements of what’s been going at Serotta ...

    Posted August 7, 2013 in North America

  8. Serotta lays off 40% of workforce, planning shutdown

    was not immediately available to comment. Watkins said Serotta has closed its factory in Poway, California, and laid off all the employees there.  Serotta's remaining  bike builders in New York were working ...

    Posted July 31, 2013 in North America

  9. Russ Howe Joins Serotta as COO

    quality,” said Ben Serotta, owner of the company. “As the bike industry has grown in complexity, building ...

    Posted October 16, 2007 in North America

  10. The 5th Spot

    "All my bikes are sexy." —Ben Serotta in response to a comment from a guest at the Serotta Composites open house that "Ben finally made a sexy bike." For a tour of the composites factory where Serotta is making the "sexy" MeiVici AE custom carbon ...

    Posted February 23, 2009 in North America

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