1972
Ben Serotta went to England to study frame building at the prominent shop of Witcomb Lightweights, developing a penchant for fish and chips and local lager along the way.
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1977
Serotta debuts on the international racing scene with novice racer Bill Watkins, who reaches the world championships.
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1978
Ben pioneers ovalized tubing and makes the first custom hand rolled US pursuit frames using steel aero tubes.
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1979
Serotta develops the Size Cycle, the tool created specifically for the Serotta bicycle fitting process.
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1981
Pro racer Scott Berryman wins back-to-back National Sprint titles on a Serotta oval tube frameset.
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1983
Serotta becomes the official supplier of the 7-Eleven Team, the most successful bicycle racing team in US history. The team wins numerous prestigious victories on Serottas.
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1984
Serotta wins 14 positions on the US Olympic Cycling Team and is chosen as the official support bike for the Olympic Games. Serotta design team invents the Power "S" bend chain stay.
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1985
Five-time Olympic gold medalist Eric Heiden wins the US Pro Cycling Championships on a Serotta.
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1986
The 7-Eleven Team becomes the first American team to ride the Tour de France. Davis Phinney wins his first stage on a Serotta. Serotta design team develops Colorado Concept tubing.
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1987
7-Eleven Team rider Tom Schuler wins the US Pro Championship riding a Serotta sub-500g steel fork.
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1988
The 7-Eleven Team continues the winning streak on Serottas. Andy Hampsten becomes the first American to win the Giro d'Italia.
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1991
Serotta becomes the official supplier to the Coors Light Team, which dominates American road racing through 1994 riding Serottas.
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1993
Serotta introduces the first double-butted titanium frameset, the Legend Ti.
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1996
Serotta introduces the F-1 carbon fork, a breakthrough in strength and durability that sets a new industry standard for design.
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1998
Serotta begins the industry's first School for Professional Bicycle fitting.
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1999
Serotta introduces the Hors Categorie with DKS tunable technology. It is the first rider-tunable Ti suspension road racing frame.
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2000
Serotta introduces Peace of Mind Protection, the first no-fault crash protection program in the industry.
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2001
Serotta unveils the Ottrott IT featuring advanced carbon-fiber Colorado Concept top and down tubes with titanium lugs and rear triangle.
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2002
Serotta releases the patented pivoted ST carbon seatstay. The brand new Serotta facility is completed and the company has a new home. US Postal Service Masters Team races aboard Ottrott ST frames.
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2003
Serotta Test Ride Program attends nearly 40 events throughout the country... "Ride one, you'll see" rings true. Serotta secures sponsorship of Sierra Nevada Clif Bar Professional Cycling Team.
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2004
The Ottrott (a 2003 production sample) wins Bicycling Magazine's Editors Choice Dream Bike of 2004 - "unanimously and easily" by the 10 editors and contributors.
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2005
Contrary to US manufacturing trends, Serotta, always a true product driven company, invests heavily in new CNC machinery in order to reduce the reliance on outsourced materials and to beef up its R&D capability.
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2006
MeiVici, Serotta's all-carbon wonder bike sets new standards of customization and high performance with innovative manufacturing technologies, raising the bar yet again ahead of all the competitors.
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2007
Serotta takes over their own composites production facility in Poway, California to ensure unlimited access to the highest quality carbon fiber in the world.
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Serotta introduces the new HSG carbon, the fastest and most race-worthy Serotta ever.
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Fierte wins Bicycling Magazine's Best Plush Bike award. ​
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2009
Serotta International Cycling Institute (SICI) introduces the next generation Size Cycle.
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2012
Serotta slims down the line of bicycles offered with one goal in mind - to get back to building the absolute best bikes in the world. The SE custom models of recent years represented just that. ​​
