Specialist performance bike brand Serotta, has announced a new partnership that aims to ‘fast-track the company’s research, design and production.’ The company 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,” said company founder Ben Serotta. “I am excited about the prospects of allowing an experienced management team to 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 bicycle fit studio Fit to Ride, 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 have ridden Serottas for years.”
“This is great news,” added Chris Jacobson, owner of Sport Garage in Boulder, Colorado, a Bicycling Magazine Top 100 Shop. “As an active seller of Serotta since 1994, 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 by the hands of artisans, so that the bike can disappear beneath its rider to reveal the true beauty of cycling.”
Founded in 1972 with a mission ‘to build the best bicycles in the world’, Serotta has a 40-year history of industry-leading innovation in materials design and engineering. Starting with the introduction of the Size Cycle (1979) and the company’s internationally recognised educational programs, Serotta ultimately transformed the way the industry looks at bike fitting, indirectly benefiting millions of cyclists.
Along the way, Serottas have been tested in dozens of the world’s most demanding competitions, from the Olympics (first appearance in 1976) to the Tour De France and World Championships in Road, Mountain, Time Trial and Triathlon, claiming scores of victories along the way. Today, Serotta builds its 100% handcrafted bicycles in its Saratoga Springs, NY, and Poway, CA, factories.
