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  1. 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

  2. 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

  3. Serotta, Blue and Mad Fiber consolidated under Divine Cycling Group

    except that Blue and Serotta shareholders will become shareholders in DCG and be represented on DCG's board. Serotta was founded in 1972 by Ben Serotta. The company has been through several ...

    Posted June 19, 2013 in Industry News

  4. Serotta launches new ti road racing frame

    The Serotta Pronto in Stealth Red

    the rigors of high-intensity racing better than most carbon frames," said Serotta’s founder, Ben Serotta. "Titanium is corrosive proof and impact and abrasion resistant.  Secondly, there’s magic ...

    Posted June 11, 2013 in New Products

  5. Serotta to supply GPM10 camps with bike fleet

    SARATOGA SPRINGS, NY (BRAIN) — Serotta will be providing GPM10, a London-based operator of bike touring and training camps, with a rental fleet of top-of-the-line Serotta MeiVici bicycles, the companies announced. GPM10’s tour guides already ride Serottas, said Mark Neep, GPM10 director. ...

    Posted February 8, 2013 in International

  6. Serotta reduces prices on new stock models

    Serotta Legend SG

    now starts at $5,895, a reduction of $1,100.  
Both bikes are made in Serotta's factories ...

    Posted October 29, 2012 in North America

  7. Watkins named CEO of Serotta

    Bill Watkins crosses the finish line to win the 2011 USA Cycling Masters Road Nationals Criterium Championship in Bend, Oregon, riding a Serotta.

    investment. Watkins is former elite amateur racer who raced on Serottas during his career. Watkins is the ...

    Posted October 22, 2012 in North America

  8. 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

  9. Serotta partners with financial services firm

    fitting and selling Serotta bicycles since the late ’80s. “There are many cycling enthusiasts at Bradway ...

    Posted May 9, 2012 in North America

  10. Serotta Bolsters Management Team

    Serotta’s visual presentation and marketing strategy in tandem with new marketing director Tiffany Teaford. ...

    Posted March 20, 2008 in North America

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