Serotta

This evening I went to Ubikes with Kate for a presentation from Ben Serotta about his bicycles. We had a great time and learned a lot about his brand and what he is trying to do with his bikes: create the best riding experience possible. This means that his frames are designed for performance, longevity, and great compliances. Ben mentioned outright that this mean his bikes are not always the lightest as he does not sacrifice the handling and feel of the bike for this feature (However, we weighed the high-end carbon bike he brought in that was outfitted with SRAM Red and it came in at 15.45lbs without pedals). Serotta offers fully-custom, semi-custom, and stock bikes to consumers and seems to have been doing a good job of it for almost 4 decades. They offer bikes made from steel, titanium, and carbon fiber. The most unique thing about their bike manufacturing is how everything is done in house. While many bike manufacturers now go to outside sources for their materials and even outsource assembly, Ben Serotta creates all of his own tubing and assembles and paints all of his bikes in his two locations here in the US. The attention to detail in the design, manufacturing, and assembly of his products is simply mind-boggling