The Serotta team.are restless adventurers committed to delivering the extraordinary Doing the same thing over and over again has never been appealing to me. Why continue in sameness if there may be a better way? It's rarely easy, often uncomfortable, sometimes unpopular before it becomes a new norm, but there is always a better way. It’s a restless need to question the status quo, experiment, test, innovate. Across four decades Serotta catalyzed an industry-wide shift in bicycle material design and geometry, bicycle fit, the nuances of ride characteristics and personalized engineering. Today the push continues to redefine extraordinary, with new products and a fresh approach with our direct relationship with each customer.