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Watkins named CEO of Serotta

Published October 22, 2012

SARATOGA SPRINGS, N.Y. (BRAIN) — William Watkins has been appointed CEO of Serotta and its parent company, Great American Bicycle, the company announced Monday.

Watkins replaces interim CEO Howard Berkowitz, who led Serotta through a transition period after Bradway Capital bought the company in May. Berkowitz has returned to Bradway, where he serves as vice president of private investment.

Watkins is former elite amateur racer who raced on Serottas during his career. Watkins is the founder and CEO of The Marena Group, a medical device company that he started in his garage in 1994. 

"I consider it a true privilege to see my career come full circle. Today I get to lead the company that designed and manufactured the bikes that were part of my launch into life back in the mid-1970s, when I pursued my Olympic cycling dream," Watkins said. "I can see now that all of my experiences — athletic and professional — have led me to this moment. I am confident that the wonderful team of craftsmen and professionals at Serotta are going to rock the bicycle industry."
Prior to starting his own company, Watkins held various product and sales management positions at Mobil Chemical Co. A graduate of the U.S. Military Academy at West Point, Watkins served in the Army Corps of Engineers from 1977 through 1984.  

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

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