Serotta

Serotta was an American bicycle builder located in Saratoga Springs, New York. Named after founder Ben Serotta, the company was founded in 1972.

Serotta built frames for the Coors, Crest and 7-Eleven pro teams, although Team 7-Eleven bikes were branded as Murray and later Huffy. Serotta also built bikes for the 1984 Los Angeles Olympic Games. Serotta was known in the industry for its proprietary tube designs and revolutionizing titanium bicycle building. Serotta sold the company in 1989 to Archibald Cox Jr., son of Watergate special prosecutor Archibald Cox Jr. Cox later purchased Fat City Cycles and merged it with Serotta in response to growing interest in mountain biking. In 1997, Ben Serotta and his wife Marcie bought the company back from Cox.