Serotta titanium road bikes
1995 Serotta Ti
Over the course of thirty years Ben Serotta developed an enviable reputation. Known as an American frame builder at the absolute top of the trade, his name was thrown around with the likes of bicycle master craftsmen Ernesto Colnago, Koichi Yamaguchi and Ugo De Rosa.
When big-league American racing teams needed bikes and their sponsors weren’t up to the task, Ben was the guy that they called.
Greg LeMond and Andy Hampsten probably had a couple of Serottas during their years on the La Vie Clair team. Remember the 7-Eleven team and their “Huffy” brand bikes? Those were Serotta frames. Remember the Coors Light team? They rode Serotta frames.
While Serotta made the first American bikes to be raced (somewhat secretly) at the Tour de France, most Serottas were sold to individual riders in the United States.
Serotta badge, Dura-Ace 7403 brakes
Ti stem, Dura-Ace 7400 parts
Dura-Ace 8-speed rear derailleur
If you had a lot of cash and happened to be a bike guy, Ben was the guy you called.
In the ever-escalating equipment race among Sunday-morning road bike club riders (especially during the Lance Armstrong era), a top-end Cannondale or Colnago could only be topped by going with the nuclear option: a titanium Serotta.
While a custom road bike from Seven was often eyed suspiciously by serious equipment geeks as Seven’s willingness to create unrideable custom abominations was well known. A custom Serotta, however, was often given a pass. The bike was built by the 7-Eleven team guy for goodness sake.
It had to be good.
Serotta Classique Ti
Serotta Legend Ti
Serotta steel & carbon road bike
Serotta cyclocross
Despite the discreet graphics, bikes like these classic Serottas drew a large number of admirers.
Former Secretary of State John Kerry had a Serotta. Conan O’Brian rode a Serotta. Robin Williams had a handful of Serottas in his vast bike collection.