Everything we do at Serotta is focused on you.

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We understand a bike is really just a bunch of metal or fiber; what makes a bicycle truly great is very personal to its owner.

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In our early days, founder Ben Serotta noticed the fitting systems based on body measurements resulted in bikes that fit OK, but not really great; building the best bike meant building the best bike for each rider - one at a time.

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Every rider we meet has a different geometry, weight distribution, goals, and preferences, and every Serotta is built with that in mind. We take this data and turn it over to our New York and California craftsmen who hand-build every bike that bears our name. 

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Absolutely nothing leaves our factories unless Ben himself can put his signature on it.