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  1. 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

  2. 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

  3. 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

  4. 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

  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. 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

  9. The Vanilla Workshop adds Patrick Gillham as Speedvagen production manager

    Vicious Cycles and subsequently Serotta Competition Bicycles. "Sacha has built a great brand over ...

    Posted June 11, 2014 in North America

  10. Custom builders Gaulzetti and Bedford merge production

    Bedford (left) and Gaulzetti with their frames.

    was a builder and designer for Serotta Bicycles before founding his own brand in 2008. "Iʼm very ...

    Posted June 9, 2014 in North America