Ben Serotta began building bikes to be sold at his family's store as a young man, and traveled to Europe to learn to hand-make bicycles. Eventually, he had a realization that, if every person is unique, then the perfect bike for each rider must also be unique. It was this realization that spurred the Serotta Size Cycle and fitting process that differentiated Serotta from every other bike maker. Forty years later, this experience still differentiates us from any other competitor.

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Ben is an avid cyclist, perfectionist, passionate inventor, builder, and innovator. Only when Ben is willing to put his signature on a bike does it move to production.

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He lives in Saratoga Springs and comes to work in the Serotta Factory every day- sometimes his rescue Boxer, Fred, even gets to tag along.