Serotta HSG Carbon Frameset

The Man
Studying under a master framebuilder in England in the early 1970's Ben Serotta developed a passion and penchant for building world-class bicycles. And, when he opened his own business two years later, his philosophy was that "there are a lot of great bikes out there, so there's only one reason for Serotta to build another one. It has to be better." Serotta has been building "better" bikes ever since. Some have gone on to win stages of the Tour de France, the Giro d'Italia, as well as multiple world, national and Olympic championships, too.

The Fit
After spending several years honing his craft, Serotta realized that even a bike that uses the latest and greatest materials is nothing without a perfect fit. In 1979, with the help of physicians and elite cyclists, he developed the industry's first fitting methodology based solely on each individual rider. We continue to use this system in our shop today to select the right Serotta for you and set it up to fit perfectly, too.

An integral part of every custom Serotta fit is setting you up on the infinitely adjustable Serotta SizeCycle that allows our Serotta-trained fit technicians to move you through a range of positions to accurately assess your riding style, flexibility, power and aerodynamics, guaranteeing that your Serotta is tailored to your unique body and preferences for the ultimate ride.
The Cyclists
In 1983, as Serotta's reputation for building top-shelf, custom-fitting bicycles grew, they became the bicycle sponsor for one of America's most successful professional cycling squads, the 7-Eleven Team. Under the powerful pistons of American greats, Davis Phinney, Andy Hampsten and others, Serotta bicycles won stages of the Tour, the Giro and countless other major races. Serotta's other forays into sponsorship have included the indomitable Coors Light Team in the early nineties and the Sierra Nevada Professional Cycling Team in 2003.

Through their creation of arguably the world's best fitting system, years of mastering materials and framebuilding, and through their hands-on interaction with elite cyclists, Serotta has developed a line of bicycles that provide an unparalleled pedaling experience. Come in soon and check out our full Serotta collection to pick out your next dream ride!