Stan Mavis, co-founder of Pearl Izumi and later President of Sugoi Performance Apparel, has been named President of the newly formed Serotta Sport, joining long time friend and founder Ben Serotta.
The newly restructured company, Serotta Sport, will be the exclusive North American distributor of Serotta custom hand-built bicycles, Catlike helmets and ETXEONDO apparel.
“Ben and I have been friends since the early 90’s when we were sponsors of the Coors Light cycling team – he’s a true pioneer in the world of cycling,” explained Mavis.
“I couldn’t pass up this incredible opportunity to help lead a brand with a storied history and tremendous potential for the future. Furthermore, our partnership with Catlike and ETXEONDO creates a unique combination of premium ‘founder’ brands that have a chance to capitalise on the current domestic interest in premium European cycling products.”
The new Serotta Sport management team is comprised of Bonnie Mavis as VP of Sales, a 17-year veteran of customer service and sales for Nordstrom; Paraic McGlynn as Director of Applied Cycling Science for the Serotta International Cycling Institute; Patrick O’Farrell as Director of Operations; and Mike Lopez as Director of Serotta Composites.
As Chairman of Serotta, Ben Serotta will continue to lead product innovation and development with ‘exciting plans for the latter half of 2010’ and the 2011 model year.
Serotta Sport will focus on preserving Serotta’s renowned attention to detail in product development, and then expand that same philosophy into customer service and dealer support for its premium, custom bicycles. It will also grow the Serotta International Cycling Institute, a member-based organisation dedicated to educating cyclists about the importance of proper bike fit.
Serotta Sport will be the exclusive distributor for Catlike helmets and ETXEONDO cycling apparel – two prestigious European cycling brands that are also still managed by their original founders.
Additionally, Serotta Sport has retained Colorado-based Backbone Media to manage its public relations. Backbone will support Serotta’s media communications, product placement, branded content and social media strategy.
