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

    not released 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

  2. 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

  3. 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

  4. Castelli, Serotta to Co-Brand Apparel

    PORTLAND, OR (BRAIN)—If you’re a fan of Serotta bicycles and the Castelli scorpion, you’re in luck. The two brands have teamed up to craft a collection of Serotta-branded cycling apparel. The co-branded “Serotta Collection by Castelli” features Castelli-designed men’s and women’s jerseys, shorts, ...

    Posted October 16, 2007 in North America

  5. Serotta Composites Factory Tour

    Big shout out to Ben Serotta and Jeff Rowe, owner of of B and L Bikes in Solana Beach, for a hosting a terrific ride on Monday from the shop to Serotta's Composite factory in Poway. BRAIN editor Megan Tompkins and I joined a group of about a dozen Serotta fans on the 40 ...

    Posted February 23, 2009 in Opinion/Analysis

  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. 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

  9. Trustee petitions to consolidate Divine bankruptcy cases

    filed against the company by William Watkins, the former CEO of Serotta, a DCGI property. Watkins was fired along with company founder Ben Serotta last summer. The suit is listed as a liability of unknown amount.  DCGI principal Bryan Case told BRAIN last summer that the company owned the Serotta brand ...

    Posted December 30, 2013 in North America

  10. Saratoga Frameworks factory shuts down

    he was a board member and principal in the Divine Cycling Group, which had bought the Serotta bike ...

    Posted March 13, 2014 in North America