2012 will be a year of riding well. Sounds like a New Year resolution I know, but it’s not”¦ I think I’ve waited long enough after the New Year struck to say so in the belief that resolutions made within a couple days of the New Year itself have a very low success rate and it’s important to me that this commitment sticks.
Of course I ride every year, but this year is a little different as it marks Serotta, the company's 40th year. From a personal perspective, it’s time to pay special homage to what cycling means to me. Joy from the purity of freedom of mobility, elation at accomplishing something that previously felt unachievable, getting to take in the world at a slow pace or conversely experience the raw primordial rush of speed all to be experienced in blissful solitude or shared in great camaraderie; these are the rewards of being a cyclist.
This year I’m going to make it a point of sampling every flavor at least once in a meaningful way. It’s a ride-bucket-list and I’ll share it with you over the next few weeks - perhaps you’ll join me on one of these rides or maybe you’ll share a suggestion that’s on your own ride list for the year.
Great Idea # 1. The Great European Grand Tour. From opposite coasts and opposite ends of the bicycle spectrum Bill McCready/ Santana tandems founder, owner, keeper of the flame and I have enjoyed a friendly relationship of mutual respect and admiration and general belief that the core of our businesses is about creating joy- for ourselves and to bring to others. In recent years I’ve heard from a growing number of Bill’s clients (and from Bill himself) about the fabulous trips that he and his wife Jan have been creating for friends and clients, and about a year ago we started asking each other, why not extend the opportunity to, you know, "normal" cyclists (people who are riding bicycles built for one). We also came to realize that many of our customers are shared. When Bill forwarded his trip info that utilizes a luxury river boat as its travelling home base he got my (and Marcie’s) attention. "This is something we’ve got to do!" From go hard conquests of the countryside to tranquil rolls (or strolls) along the river, this trip has had great reviews, on my hit list, and I encourage you to take a look:
http://santanatandem.com/Events/CyclingCruise.html
We build the world's best custom bicycles.
Tuesday, January 17, 2012
Wednesday, January 11, 2012
Welcome 2012
Dear Friends of Serotta, Welcome 2012.
As we continue to re-chart the company’s course I thought the turning of the New Year was an appropriate time to provide an update to anyone interested.
From the many phone calls and emails we receive daily and the numerous postings on various web sites and forums it’s clear that both our condition and direction are broadly misunderstood. Flowery obits are sweet but as has already been stated, news of our demise has been greatly exaggerated.
Before getting to any details, I would like to apologize for any frustration and/or confusion we may have caused. We are doing our best to address each inquiry.
The back storyEntering the fifth decade of business, the challenges of the recent past provided me with the proverbial fork in the road. Change or change …as staying the same meant an end in some form of our about-to-be-forty-year enterprise.
One option was to follow the path of most of the industry by cutting costs in various ways including but not limited to direct or indirect out-sourcing. That may be fine for most of the high-end brands and small builders out there, but it is not what Serotta is all about.
I’ve spent the better part of the last 40 years trying to build additional business volume in order to support the part of the business where my personal and the company’s passion rests- simply dedicated to creating the finest performance bicycles anywhere. So the epiphany was/is that the alternative to travelling the well-beaten path that is leading to a homogenization of the high-end bike market, is to only build the bikes that define our company- the best bicycles that can be built, built where we can take our attention to detail and proprietary innovation, in each and every detail, to the nth degree- here in the US.
Ahhh….passions ignited.
That means that our product line and therefore volume will for evermore be very limited as will our staffing. While we’re not trying to cut any corners in the product department we do have to be realistic about how much in-direct cost is appropriate to place on the price of our bikes. And to a large degree, that’s the hardest part of the transition period. Servicing the demands of the broader customer base of the past with a staff that is designed for the future leaves a lot of work for few hands. I am positive that our customers who have taken delivery of their Serottas over the past several months will agree, that while our communication and response time has been less than stellar, our quality has remained absolutely intact. For what it is worth, I would sooner close the business than deliver a lesser product. There are already plenty of brands doing that. Like I already said, we truly apologize for any inconvenience while we "remodel." In these areas, we are making slow, steady progress.
Anyone –dealer, consumer, journalist; with questions, concerns or requests is invited to contact us at teamserotta@serotta.com and you will receive a reply in short order. This address is the central pipeline for incoming information and it’s the fasted way to have someone call you back ‘live’ on the phone if you need help whether it’s choosing your new bike, making a fitting appointment or solving a problem.
A quick review of the changes underwayPremise:
Serotta will endure as a sustainable, true-to-our-roots, American made brand of uncompromising quality and dedication to excellence and innovation.
We are currently in the process of reviewing new terms and conditions and definition for being a Serotta dealer. Dealerships globally will likely be reduced to fewer than 30.
Consumers will have a variety of purchase-through-the-factory options.
Our product focus is the SE custom range where every last detail is a full expression of our design, engineering and manufacturing ethos. Over the next few months we will be eliminating or reducing availability of our other models, exclusive in some cases to a specific dealership.
Location. At this time we expect to be in the same two locations for the foreseeable future. Experienced movers (we’ve moved at least 5 times before), should we change locations we’d not expect anything more than a small hick-up in operations.
There has been much speculation about the company being for sale or having been sold. In a way, any for-profit business is always for sale. It’s about matching timing, vision and value. Contrary to rumors, we have not been sold to a discount on-line sales company or to anyone else. However, we have always been open to discussing ideas that will add value and opportunity to the company and its staff. I, now more than ever am passionately enthusiastic about the direction we are headed. We are similar to the great one-man artisan builders, yet we enjoy the privilege of experience, wealth of knowledge and an awesome toy box of sophisticated tools that none of the other artisan shops have…but most importantly, unlike the one-man artisan shops, most likely we’ll survive long after I’ve had enough of the business…or the business has had enough of me, because we’ve created an institution here, of quality, innovation, precision and process. We’ve mastered the art of finding and fostering the most talented craftsmen (and women) who as time has a way of doing also provide a stream of fresh energy and ideas to Serotta, one generation, not replacing, but building on the next.
Yes, in case the cynical reader thinks I am trying to sugarcoat whatever negative has been heard…we have faced some very hard weeks and like any business brought to the precipice, full recovery takes time, but we are very much in business. Customers, current and future needn’t be worried; we’ll be building your bicycles for a long time to come.
We are overloaded with email and our response time is not as quick as we would like it to be and we apologize for that. By estimate there are more than 30,000 Serottas still in circulation. It’s a big family and we’re a small company, so we ask for and appreciate your patience.
I hope that these points have answered your many questions and concerns. In closing I’d like to again thank all of our followers for your interest and concern in Serotta.
With kind regards,
Ben
As we continue to re-chart the company’s course I thought the turning of the New Year was an appropriate time to provide an update to anyone interested.
From the many phone calls and emails we receive daily and the numerous postings on various web sites and forums it’s clear that both our condition and direction are broadly misunderstood. Flowery obits are sweet but as has already been stated, news of our demise has been greatly exaggerated.
Before getting to any details, I would like to apologize for any frustration and/or confusion we may have caused. We are doing our best to address each inquiry.
The back storyEntering the fifth decade of business, the challenges of the recent past provided me with the proverbial fork in the road. Change or change …as staying the same meant an end in some form of our about-to-be-forty-year enterprise.
One option was to follow the path of most of the industry by cutting costs in various ways including but not limited to direct or indirect out-sourcing. That may be fine for most of the high-end brands and small builders out there, but it is not what Serotta is all about.
I’ve spent the better part of the last 40 years trying to build additional business volume in order to support the part of the business where my personal and the company’s passion rests- simply dedicated to creating the finest performance bicycles anywhere. So the epiphany was/is that the alternative to travelling the well-beaten path that is leading to a homogenization of the high-end bike market, is to only build the bikes that define our company- the best bicycles that can be built, built where we can take our attention to detail and proprietary innovation, in each and every detail, to the nth degree- here in the US.
Ahhh….passions ignited.
That means that our product line and therefore volume will for evermore be very limited as will our staffing. While we’re not trying to cut any corners in the product department we do have to be realistic about how much in-direct cost is appropriate to place on the price of our bikes. And to a large degree, that’s the hardest part of the transition period. Servicing the demands of the broader customer base of the past with a staff that is designed for the future leaves a lot of work for few hands. I am positive that our customers who have taken delivery of their Serottas over the past several months will agree, that while our communication and response time has been less than stellar, our quality has remained absolutely intact. For what it is worth, I would sooner close the business than deliver a lesser product. There are already plenty of brands doing that. Like I already said, we truly apologize for any inconvenience while we "remodel." In these areas, we are making slow, steady progress.
Anyone –dealer, consumer, journalist; with questions, concerns or requests is invited to contact us at teamserotta@serotta.com and you will receive a reply in short order. This address is the central pipeline for incoming information and it’s the fasted way to have someone call you back ‘live’ on the phone if you need help whether it’s choosing your new bike, making a fitting appointment or solving a problem.
A quick review of the changes underwayPremise:
Serotta will endure as a sustainable, true-to-our-roots, American made brand of uncompromising quality and dedication to excellence and innovation.
We are currently in the process of reviewing new terms and conditions and definition for being a Serotta dealer. Dealerships globally will likely be reduced to fewer than 30.
Consumers will have a variety of purchase-through-the-factory options.
Our product focus is the SE custom range where every last detail is a full expression of our design, engineering and manufacturing ethos. Over the next few months we will be eliminating or reducing availability of our other models, exclusive in some cases to a specific dealership.
Location. At this time we expect to be in the same two locations for the foreseeable future. Experienced movers (we’ve moved at least 5 times before), should we change locations we’d not expect anything more than a small hick-up in operations.
There has been much speculation about the company being for sale or having been sold. In a way, any for-profit business is always for sale. It’s about matching timing, vision and value. Contrary to rumors, we have not been sold to a discount on-line sales company or to anyone else. However, we have always been open to discussing ideas that will add value and opportunity to the company and its staff. I, now more than ever am passionately enthusiastic about the direction we are headed. We are similar to the great one-man artisan builders, yet we enjoy the privilege of experience, wealth of knowledge and an awesome toy box of sophisticated tools that none of the other artisan shops have…but most importantly, unlike the one-man artisan shops, most likely we’ll survive long after I’ve had enough of the business…or the business has had enough of me, because we’ve created an institution here, of quality, innovation, precision and process. We’ve mastered the art of finding and fostering the most talented craftsmen (and women) who as time has a way of doing also provide a stream of fresh energy and ideas to Serotta, one generation, not replacing, but building on the next.
Yes, in case the cynical reader thinks I am trying to sugarcoat whatever negative has been heard…we have faced some very hard weeks and like any business brought to the precipice, full recovery takes time, but we are very much in business. Customers, current and future needn’t be worried; we’ll be building your bicycles for a long time to come.
We are overloaded with email and our response time is not as quick as we would like it to be and we apologize for that. By estimate there are more than 30,000 Serottas still in circulation. It’s a big family and we’re a small company, so we ask for and appreciate your patience.
I hope that these points have answered your many questions and concerns. In closing I’d like to again thank all of our followers for your interest and concern in Serotta.
With kind regards,
Ben
Tuesday, December 6, 2011
“It’s The Tubing Damn It!”
One of the fun things about working at Serotta, a company that has been around for forty years, are the stories. Some are more myths and tales, and yet some can reflect the heart of the company.
“It’s the tubing damn it!” is one of my favorites…
In my first week at Serotta Fit Lab I went on a ride with Ben. Looking at his MeiVici SE the way one would look at the Presidential Limo I saw “it’s the tubing damn it!” painted on the inside of the chain stay.
When I asked, Ben explained… He was speaking to a cycling group about the differences in frame materials and what distinguished Serotta frames. Ben discussed the ability to fine tune the ride and performance of a Serotta by double and triple butting tubes. He explained how he developed the Colorado Concept Tubing and how the shaping and modifications to the tubing make his frames the best.
After his presentation there was a Q&A session and he was asked over and over again what made Serotta bicycles so special. The usually calm and collected Ben Serotta exclaimed, “it’s the tubing damn it!” and the somewhat shocked audience had no more questions.
I always laugh when retelling this story but it also demonstrates Ben’s vision for building the best bicycles and how that vision has continued to this day. The Serotta tubing is still shaped and modified to enhance
performance and ride characteristics. Steel has been sourced exclusively from Columbus in Italy for over 25 years, titanium from only US mills and carbon fiber fabricated at Serotta Composites in California. To preserve the company values Serotta has never followed trends or fashions of the day.
My colleagues at Serotta share that vision and the pride of making best bicycles in the world.
Steven LeBoyer is Director of Fit Lab Services at Serotta and a contributor to this blog
“It’s the tubing damn it!” is one of my favorites…
In my first week at Serotta Fit Lab I went on a ride with Ben. Looking at his MeiVici SE the way one would look at the Presidential Limo I saw “it’s the tubing damn it!” painted on the inside of the chain stay.
When I asked, Ben explained… He was speaking to a cycling group about the differences in frame materials and what distinguished Serotta frames. Ben discussed the ability to fine tune the ride and performance of a Serotta by double and triple butting tubes. He explained how he developed the Colorado Concept Tubing and how the shaping and modifications to the tubing make his frames the best.
After his presentation there was a Q&A session and he was asked over and over again what made Serotta bicycles so special. The usually calm and collected Ben Serotta exclaimed, “it’s the tubing damn it!” and the somewhat shocked audience had no more questions.
I always laugh when retelling this story but it also demonstrates Ben’s vision for building the best bicycles and how that vision has continued to this day. The Serotta tubing is still shaped and modified to enhance
performance and ride characteristics. Steel has been sourced exclusively from Columbus in Italy for over 25 years, titanium from only US mills and carbon fiber fabricated at Serotta Composites in California. To preserve the company values Serotta has never followed trends or fashions of the day.
My colleagues at Serotta share that vision and the pride of making best bicycles in the world.
Steven LeBoyer is Director of Fit Lab Services at Serotta and a contributor to this blog
Saturday, October 22, 2011
Hey, what's happening at Serotta?
Dear Friends of Serotta;
There’s been a lot of chatter across the internet about what’s going on at Serotta and I truly appreciate the level of interest and concern.
Over our thirty-nine year adventure, we, as any forward thinking business will, have gone through numerous changes and over the next several months we’ll be in the process of implementing our new strategies.
The reasons for the changes are simple. We want Serotta to endure as a profitable, sustainable, true-to-our-roots American made brand of uncompromising quality and dedication to excellence and innovation. These changes, which are probably a year or so overdue, will allow us to achieve our goal.
- We are pushing through a metamorphosis of sorts, transforming our business model from a wholesale manufacturing business (sales through authorized dealerships) to a consumer direct & dealer hybrid.
- There will be many fewer authorized dealerships, but those that we keep ‘in the family’ are absolutely the best at delivering a complete Serotta experience and we’re proud of our relationship with these fine companies.
- Consumers will have a variety of purchase-through-the-factory options.
- Pricing is strictly MSRP.
- We will shift our product focus towards the SE custom range where every last detail is a full expression of our design, engineering and manufacturing ethos. Over the next few months we will be eliminating or reducing availability of our other models.
- We are right-sizing the business. With our shift in both the distribution and product emphasis, our volume is decreasing and therefore our staffing and space requirements are smaller too.
- Our Saratoga facility is for sale. We built this wonderful property to be able to support a 5,000 frame/year capacity. Our new business model requires less capacity, so we’ve decided to take this great asset and put it to better use. We don’t know if it will take two weeks, two months or two years to sell, so we’re not even looking for our new digs, but rest assured, the next home will be just as perfect in its own way. What makes a great home is the family inside. But if you are interested in a great property…. http://www.roohanrealty.com/listings/detail_comm.asp?MLS=201129664
- The only planned changes at our California facility are to open the second Factory Fit Lab.
- There has been much speculation about the company being for sale or having been sold. In a way, any for-profit business is always for sale. It’s about matching timing, vision and value. Contrary to rumors, we have not been sold to a discount on-line sales company or to anyone else. However, we have always been open to discussing ideas that will add value and opportunity to the company and its staff.
- We are very much in business. Customers, current and future needn’t be worried; we’ll be building your bicycles for a long time to come.
- We are overloaded with email and our response time is not as quick as we would like it to be and we apologize for that. By estimate there are more than 30,000 Serottas still in circulation. It’s a big family and we’re a small company, so we ask for and appreciate your patience.
I hope that these points have answered your many questions and concerns. In closing I’d like to again thank all of our followers for your interest and concern in Serotta.
With kind regards,
Ben
Thursday, October 13, 2011
The Serotta Story
Friends, Family and fans….
Help wanted!
You may have heard that Parker House Publishing, with author John Teaford is producing a book on Serotta…hopefully just in time to launch our 40th anniversary….
And we’d love your help adding to the scrapbook and images to be included.
We are looking for photos and anecdotes related to Ben & the company from the period 1968 (the Bike Shop days)-1978, right up through 2002. Photos can be of bicycles (if you think that it may be unusual), people, places…pretty much anything that you would think might be of interest to someone reading through our 40+ year adventure.
If your contribution is used in the book, you’ll receive a free copy of the book when it comes off the press.
Also.....where are you now? Having been in the bicycle business since 1968, there are many, many wonderful people and extraordinary craftsmen and women who have been a part of our adventure....many of whom I've lost touch with....would love to know where you are now, what you are doing...
Send your images, anecdotes and questions to:
info@serotta.com
In the subject field, please write: book
We look forward to hearing from you & thanks for your help,
Ben, Marcie, John
Help wanted!
You may have heard that Parker House Publishing, with author John Teaford is producing a book on Serotta…hopefully just in time to launch our 40th anniversary….
And we’d love your help adding to the scrapbook and images to be included.
We are looking for photos and anecdotes related to Ben & the company from the period 1968 (the Bike Shop days)-1978, right up through 2002. Photos can be of bicycles (if you think that it may be unusual), people, places…pretty much anything that you would think might be of interest to someone reading through our 40+ year adventure.
If your contribution is used in the book, you’ll receive a free copy of the book when it comes off the press.
Also.....where are you now? Having been in the bicycle business since 1968, there are many, many wonderful people and extraordinary craftsmen and women who have been a part of our adventure....many of whom I've lost touch with....would love to know where you are now, what you are doing...
Send your images, anecdotes and questions to:
info@serotta.com
In the subject field, please write: book
We look forward to hearing from you & thanks for your help,
Ben, Marcie, John
Thursday, September 1, 2011
Out of sight, not out of mind
Marcie and I spent last weekend in Brooklyn expecting to look out the window and see total devastation...but we didn’t.
We expected that on our return to our old Victorian era home in Saratoga we’d find it flattened by the two 150 year old oak trees that otherwise frame it with majestic beauty…but we didn’t. Just some leaves, twigs and ¼ of water in the basement that was gone by Tuesday.
Irene left us alone and it was easy to settle back to our daily rhythm as though nothing had happened to anyone anywhere because we were not witnessing it.
Then reports from friends and family in the area- small, historic enchanting towns that are left behind by the rest of the world for the most part, in New York and Vermont were devastated by wild torrents of water beyond imagination.
These oft forgotten towns represent the ancestral fabric of our country and they need our help now.
There are many paths to help…and here is just one. A close friend of a former staff member is among those who are ‘digging’ out. Here are some links…http://windhamrebuild.org/
We expected that on our return to our old Victorian era home in Saratoga we’d find it flattened by the two 150 year old oak trees that otherwise frame it with majestic beauty…but we didn’t. Just some leaves, twigs and ¼ of water in the basement that was gone by Tuesday.
Irene left us alone and it was easy to settle back to our daily rhythm as though nothing had happened to anyone anywhere because we were not witnessing it.
Then reports from friends and family in the area- small, historic enchanting towns that are left behind by the rest of the world for the most part, in New York and Vermont were devastated by wild torrents of water beyond imagination.
These oft forgotten towns represent the ancestral fabric of our country and they need our help now.
There are many paths to help…and here is just one. A close friend of a former staff member is among those who are ‘digging’ out. Here are some links…http://windhamrebuild.org/
Monday, August 22, 2011
Moving beyond the accident
It’s about time to get over the accident…. OK, done…although I will never look at oncoming pick-up trucks in the same way, nothing against pick-ups, even the big ones from Texas.To me, the best part of cycling is how it inspires….
If you ever go to the Serotta Forum, which by the way has everything to do about cyclists and cycling and occasionally something relevant to Serotta, you’ll have noticed a bunch of banner ads that never change. Boring and pretty much purposeless… and certainly not inspirational.
That’s changing.
A couple weeks ago we inserted a link in one of the banner locations to a web site dedicated to help raise money for the fight against the trafficking of children… A wonderful friend of my family’s, Adam Webb was set to go off with the Peace Corps later this year to work for this cause. But before embarking, tragically, Adam lost his life while hiking in Alaska…
Adam was determined to make the world a better place, and he would have…so his friends and family have been inspired to pick up the torch for Adam by raising awareness and donations for fighting this shame on humanity…and when they asked me if I could help raise awareness I immediately thought of those wasted banner spots….and suddenly the Serotta Forum has a new purpose.
In the coming weeks we’ll sort out the back-end technologies so that it will be easier for us to switch these postings out…making space available to help many more great causes in the weeks, months and years ahead….but in the meantime, please go check it out:
http://forums.serotta.com/ and then click on Bike America for Adam http://www.bikeamericaforadam.com/
While on the inspirational subject, I just received my copy of Davis Phinney’s autobiographical book, The Happiness of Pursuit. If you are a cyclist, know a cyclist or have ever needed inspiration to do anything…you will want to read this book. What a man, what a family and what a team of support. http://www.davisphinney.com/buy-now/ Thank you Davis for sharing your story.
Hoping to see you out on the road,
Ben
If you ever go to the Serotta Forum, which by the way has everything to do about cyclists and cycling and occasionally something relevant to Serotta, you’ll have noticed a bunch of banner ads that never change. Boring and pretty much purposeless… and certainly not inspirational.
That’s changing.
A couple weeks ago we inserted a link in one of the banner locations to a web site dedicated to help raise money for the fight against the trafficking of children… A wonderful friend of my family’s, Adam Webb was set to go off with the Peace Corps later this year to work for this cause. But before embarking, tragically, Adam lost his life while hiking in Alaska…
Adam was determined to make the world a better place, and he would have…so his friends and family have been inspired to pick up the torch for Adam by raising awareness and donations for fighting this shame on humanity…and when they asked me if I could help raise awareness I immediately thought of those wasted banner spots….and suddenly the Serotta Forum has a new purpose.
In the coming weeks we’ll sort out the back-end technologies so that it will be easier for us to switch these postings out…making space available to help many more great causes in the weeks, months and years ahead….but in the meantime, please go check it out:
http://forums.serotta.com/ and then click on Bike America for Adam http://www.bikeamericaforadam.com/
While on the inspirational subject, I just received my copy of Davis Phinney’s autobiographical book, The Happiness of Pursuit. If you are a cyclist, know a cyclist or have ever needed inspiration to do anything…you will want to read this book. What a man, what a family and what a team of support. http://www.davisphinney.com/buy-now/ Thank you Davis for sharing your story.
Hoping to see you out on the road,
Ben
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