Serotta restructure for the future
Serotta Competition Bicycles, one of the world’s premier handcrafted performance bicycle manufacturers, has announced a new partnership that will fast-track the company’s research, design and production.
Serotta has entered into a partnership agreement with Bradway Capital.
“Bradway brings us the depth of resources and management expertise that we need to expand our business and bring innovation to the next level,” stated Ben Serotta. “I am excited about the prospects of allowing an experienced management team run the day-to-day operations while I turn my full focus to building the world’s best bicycles right here in Saratoga Springs, NY.”
Bradway Capital. was founded by Brian Case, who currently serves as its managing partner. Case, an avid rider, former shop owner and partner of Fit to Ride, an advanced bicycle fit studio, has been fitting and selling Serotta bicycles since the late ’80s. “There are many cycling enthusiasts at Bradway Capital,” said Case, “and we are thrilled to be part of the Serotta experience, assisting in bringing the next generation of Serotta bikes to market. We are not just partners – we own Serottas and we have ridden Serottas for years.”
“This is great news,” stated Philip Cavell, of Cyclefit the UK’s only Serotta Dealership. “We have been selling Serotta frames since 2002 and Serotta were instrumental in educating us to the importance of correct bike fit and frame design. I’ve witnessed the stunning technological and bike/body advancements created and implemented by Ben and his organization. Serotta constructs each and every frame in the United States at its Saratoga Springs Factory and makes all the component parts of the frames including the forks - unlike any other custom frame builder. Each Serotta frame is a work of art that will take its owner to their limits and beyond".