Serotta International Cycling Institute (SICI) Expands Educational Offerings, Sets 2009 Symposium Date, Introduces the Serotta Fit Lab and New SICI Board
SARATOGA SPRINGS, NY. (April 29, 2008) - - Building on the success of 2007, and in response to strong membership interest, SICI will expand its 2008/2009 educational offerings to include advanced motion analysis and more comprehensive Triathlon fitting courses. In addition, SICI has set the date for its 2009 symposium which will reconvene in its original location in Boulder Colorado. The 3rd annual SICI Symposium and Expo will be held February 8-10, 2009. With over 400 enthusiastic participants attending the 2007-2008 fit clinics and annual symposium, SICI continues to lead the cycling industry's interest in advanced bike fitting and cycling science.
SICI Accredits New Serotta Fit Lab
The newly established Serotta Fit Lab will serve as the focal point for Serotta's many teaching and research initiatives in all areas of bicycle fitting practices and philosophies. This on-site facility (at Serotta headquarters in Saratoga Springs, NY) is aimed at training great retailers to providing customers with the best possible bicycle fitting experience. The mission of the Serotta Fit Lab is to develop and drive forward the best fitting methodologies and practices that are supported by the burgeoning field of scientific research into the biomechanics of cycling. The Serotta Fit Lab will be the focus of the Serotta Factory Studio, which will showcase the history, innovation, technology and science that is the foundation of every Serotta.
The Serotta International Cycling Institute (SICI) will also benefit from the opening of the Serotta Fit Lab. The Lab will be available to all participants in Saratoga-based SICI classes and will serve as a model for the "ultimate" bicycle fitting environment for retailers worldwide. In addition, The Serotta Fit Lab will serve as a SICI Fit School Alumni educational resource--graduates will have the ability to schedule one-on-one time with SICI instructors to experiment and expand upon their fitting education needs, thus insuring that personalized attention is paid to the specific needs of individuals participating in this unique, first-of-its-kind program.
Directors Accept Appointments to SICI Board
SICI announces the creation of a board of directors charged with monitoring the emphasis and application of SICI curriculum as it continues to evolve in response to the demands of dealers, bike fitters, coaches, athletes and manufacturers. In particular they will steer SICI's fit class curriculum to ensure that SICI remains not only relevant, but groundbreaking, in the cycling community. Members of the Board will be announced June 1.
Dr. Ray Browning, Ph.D Transfers Energies to Education
After two years of SICI directorship Ray Browning has stepped aside to focus his energies on furthering SICI's educational mission thereby opening the door for new leadership at SICI. Paraic McGlynn, who recently joined Serotta as Director of Applied Cycling Science, will act as interim Director. While Director of SICI, Browning was instrumental in both the founding of the organization and the refinement of its mission. "Ray was the ideal individual at just the right time," comments SICI founder, Ben Serotta. "He is professional athlete, and legitimate scientist with a passion to teach the technique and technology of bit fit. SICI owes him a debt of gratitude and we are look forward to Ray's continued contribution to SICI's educational efforts"
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Serotta Launches New Custom Paint Program
Ground-Breaking Drawing Visualization Tool Enables Customers to "Dream It, See It, Build It"
SARATOGA SPRINGS, NY. (April 25, 2008) -- With twenty-six paint colors, numerous clear-coat carbon and natural titanium finishes, and a wide variety of unique paint schemes and decals to choose from, Serotta offers the largest selection of custom finishes in the industry. Naturally, that number of choices results in a sometimes daunting decision making process for the customer. The question "what will my bike look like" arises immediately after the model is chosen. "For some this is an exciting moment, for others, pure agony," said Dave Powers, Serotta's Key Account National Sales Manager.
Serotta Competition Bicycles believes that designing a custom paint scheme should be about inspiration, not irritation. The newly launched Serotta Paint Program enables customers to design their own bike frame, to choose from a virtually limitless array of paint options, and to see it accurately depicted with a few clicks of the mouse. For people needing a head start, over 700 examples of available paint schemes and finish options are shown as thumbnails. Use them as inspiration, or pick one and say, "That's the one; build it."
Sophisticated to design, simple to use, the Serotta Paint Program is comprised of over 4,000 illustrations of frame sections and logos and represents an interactive benchmark in the field of custom bike design. "We didn't take any shortcuts . . . we illustrated the bikes as close to the actual model as possible," said paint program designer, Mike Minerva. "It would have been easier to use a standard bike illustration for all the schemes, but we made Serotta's Ottrott look like a lugged ti/carbon frame and we made the Legend look like a welded titanium frame. The user creates what they want, and sees it built right before their eyes. As we developed the tool and tested it, I was immediately surprised that I saw color combinations that I liked and would not have imagined before the program. Working on the serotta paint program really opened my eyes to how much customization Serotta offers."
"Finally a bicycle paint program that shows me exactly what I want and what I'm going to get," said Paul Levine of Signature Cycles, Serotta's #1 Dealer. "This is the best program in the industry, allowing me to make informed decisions, and to know how my bike is going to look. Serotta's paint program will definitely facilitate the communication between customer and dealer and assure that the customer will receive the bike that they originally imagined."
"The new paint program from Serotta is fabulous. Using the beta version, I was able to truly customize a dream ride for one of my clients. Instead of struggling to envision different colors and schemes, she was able to dial in the aesthetics of her frame to match its world class fit and performance," added Chris Jacobson of the Sports Garage (Boulder, CO).
Company founder, Ben Serotta commented, "The majority of our intellectual resources focused on the technical aspects of Serotta - the engineering, manufacturing and performance- we sometimes forget that cycling is a multi-sensory experience. Either performance or appearance can become short term pleasures. Put them together and you'll have an enduring love affair. Minerva's design team has truly set a new standard in personalization. Be prepared to fall in love."
To test drive the Serotta Paint Program, go to:
http://www.serotta.com/paint/index.html
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Serotta Proudly Supports The Colburn National Foundation
Colburn National Foundation
Stationary B.I.K.E. Race
Attention Serotta Enthusiasts...Can you remember your first bike? Do you remember the way the wind felt on your face as you sped on your bicycle down that first big hill as a child? That feeling of independence that comes with riding your bike with friends -- no matter your age -- is irreplaceable. For some kids however, it is only a dream. Children with disabilities need a special adaptive tricycle which can cost up to $4,000.00 - many families simply cannot afford this.
The Colburn National Foundation is a local not-for-profit in Saratoga Springs that helps children with disabilities and their families. On April 26th at the YMCA of Saratoga, the Colburn National Foundation is holding their First Annual Stationary B.I.K.E. Race. 26 teams of four will compete on stationary bikes for great prizes and most important -- to raise funds to purchase adaptive tricycles for local children. If you are interested in participating in this event, or sponsoring a team, please visit the Colburn National Foundation website at www.colburnnationalfoundation.org
There's more..Ben Serotta has graciously donated a Serotta bicycle to be awarded in a raffle at this event. Raffle tickets are available for $100.00 each or can be earned by race participants at one free ticket for every $100.00 raised in sponsorships. If you are interested in purchasing a raffle ticket, please contact: Susan Koppi, Race Coordinator at 518-226-0252.
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Serotta Sponsors Bicycling Magazine's Dream Rides
Premium Tours of California's Wine Country with Cycling Legends Offer Unique Serotta Test Ride Experience
SARATOGA SPRINGS, NY. (April 1, 2008) - - Serotta is pleased to announce its sponsorship of Bicycling Magazine's "Dream Rides." These ultra-premium tours of California's wine country are scheduled for September 7-10 and October 12-15, 2008. As the official bike sponsor Serotta will provide ready-to-ride geometry '09 Ottrott demo bikes to each of the 20 participants (per tour). Guests will be the first to experience, firsthand, the high-end performance and comfort of the '09 Ottrott, one of Serotta's most often praised bicycles. Serotta's signature Ottrott is built on the company's Integrated Technology™ platform combining the distinctive ride characteristics of Serotta's Torsion Core Carbon Fiber and Colorado Concept Triple Butted Titanium.
Dream Rides tour participants will indulge in the region's signature wineries, acclaimed restaurants and luxurious accommodations at the Hotel Healdsburg and Villagio Inn & Spa. Guests will have the opportunity to share the road, and the enviable, majestic Napa valley scenery, with cycling legends Chris Carmichael, Bob Roll and Ben Serotta. Ben's participation in the tour also includes a presentation on custom bike design, the important role of fit in delivering the ultimate ride experience, and the many ways in which proper fit and positioning influence comfort and performance. Individual advice on fit will be offered if time allows.
In order for Dream Rides Tour participants to reserve one of Serotta's demo fleet bikes, and to introduce them to Serotta's fit philosophy and expertise, they will be instructed to provide personal fit data to Serotta. The foremost recommendation for tour participants to acquire fit measurements is to schedule a personal fit with the Serotta Dealer. They will be directed to www.serotta.com/dealer.html for a current listing of Serotta Certified Fit Technicians.
BACKROADS, the Worlds #1 Active Travel Company, is the tour planning and logistics provider. Other Dream Rides premiere sponsors include current Serotta industry partners Carmichael Training Systems and Castelli.
For more information visit backroads.com/dreamrides.
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Serotta Bolsters Brand Management Team
Director of Applied Cycling Science, Creative Services Agency and Marketing Director Hired to Align
Serotta's High-Performance Message and Service
SARATOGA SPRINGS, NY. (March 12, 2008) - - Serotta is pleased to announce the hiring of essential new personnel charged with elevating the Serotta brand experience. Paraic McGlynn, a French Cycling Federation-trained cycling coach, advanced bicycle fitter and former manager at the Bicycle Ranch and foot bed manufacturer eSoles, joins Serotta as Director of Applied Cycling Science. Mike Minerva, Creative Director of Minerva Designs, will drive Serotta's visual presentation and marketing strategy in tandem with Marketing Director Tiffany Teaford.
Paraic McGlynn, a native of Ireland, has been coaching and fitting elite athletes in Europe since the early nineties. He began studying full time in an Irish Government sponsored coaching program in 1991 and then furthered his training by studying abroad with the French Cycling Federation. He has an extensive knowledge of sports physiology, and since coming to America has continued his education by becoming a USCF coach, and by being certified as an Advanced Fitting Specialist by Serotta. 'Throughout his career Paraic has shown a vision and passion for improving cyclists performance through fit. After taking advantage of Serotta Fit School training in its early, formative years, Paraic established one of the first high-end fit studios that incorporated video capture technology in a non-clincal setting," said Ben Serotta. 'Paraic is the perfect person to take stewardship of Serotta's cycling science and fit philosophy."
Minerva Design is a Rochester NY-based brand and creative services agency (www.minervadesign.com) founded by Creative Director Mike Minerva. In addition to Serotta, Minerva Design's clients include Nalgene, Blue Shield of California and Sun Micro Systems. Minerva's first major initiative for Serotta was a redesign of the company's website and its 2008 'Custom" and 'Stock" consumer brochures. Serotta's new 'It's Why You Ride" icon is just one of the new brand stories developed to engage consumers who share a passion for the Serotta experience. Says Minerva, 'working for Serotta combines my biggest passions, design and cycling-- it's really a dream." Minerva owns 3 Serottas: a MeiVici with Campy Record, an Ottrott with Dura Ace, and a Ottrott fixed gear, he started racing at age 14 and grew up outside of Philadelphia, near Trexlertown, where he rode the velodrome as a junior.
Tiffany Teaford, Serotta's Marketing Director brings over 15 years of experience in brand, product and agency management with design-driven, global brands including Atomic Ski, Schwinn Cycling & Fitness and The North Face. At The North Face Tiffany was instrumental in launching TNF's youth category Approach™ Exploration Gear for Kids and the company's Summit Series™ collection of technical mountaineering gear & apparel. While at Schwinn she was integral in the introduction of Schwinn's Homegrown™, Paramount™ and StingRay™ model brand initiatives and worked closely with the Schwinn/Toyota professional mountain bike team. A former collegiate and USCF cyclist, Tiffany rides a Legend Ti to train for her off-season passion, nordic skiing.
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Serotta International Cycling Institute (SICI)
Professional Fit Training Scheduled for March 9-13
Saratoga Springs, NY. (February, 2008) --- Premiere bike dealers provide exceptional service to their customers. The Serotta International Cycling Institute (SICI) supports that. Perhaps you are SICI or Serotta Fit Certified, or have hundreds of bike fit experiences and are looking for the "next best" training opportunity? Those high-level services are the means to making your dealership even more responsive to the needs of the serious cyclist. And each of these levels of expertise can benefit from additional training, discussion, and hands-on experience. Toward that end, SICI is holding the last Advanced* Fit classes of the season, in Saratoga Springs, NY, March 11-13 and a three-day Personalized Fit class March 9-11.
* These classes are designed for experienced bike fitters who want to enhance their fitting skills and be the best in the industry. You must be SICI or Serotta Fit School certified to attend.
March 9-11: Personalized Fit class
This three-day course teaches you how to perform personalized bike fitting services. Perfect for dealers and staff who want to offer professional bike fit services. Individuals who pass the course and provide documentation of completed training fits receive the SICI Bike Fit Professional certification. No prerequisites are required for this course and it is open to all.
March 11: Advanced Triathlon Fit class
This one-day, intensive class focuses on advanced cycling aerodynamics, tri specific bike fit processes, tri fit related complaints and injuries, tri equipment and sales specific to triathletes.
March 12-13: Advanced Fit class
The newly revamped two-day class will study foot/pedal issues, advanced cycling biomechanics, dealing with challenging bike fits, dealing with injuries, as well as studying the dynamic fit process.
"SICI's Advanced Fit Classes provide tools needed to compete for, attract, and effectively work with the widest ranges of athletes and high-end bike buyers possible. Consider attending the Advanced Fit classes because they are notably more technically oriented than the general program and they are not just about instruction, but are instead active discussion with other advanced fitters and treatment professionals about fitting and biomechanical theory and practice."
You do not need to be a Serotta dealer to attend SICI classes. Registration is easy and quick. To register for the upcoming Personalized Fit Class or Advanced Fit classes in Saratoga Springs, NY March 9-13, 2008 or to get more information about all of the SICI classes go to: www.serottacyclinginstitute.com/classes.html.
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Bicycling Magazine Presents Inaugural "Excellence in Applied Science" Awards at 2nd Annual Cycling Science Symposium
DENVER, CO. (January 29, 2008) - - Day two of the 2nd annual Cycling Science Symposium, hosted by the Serotta International Cycling Institute (SICI), was highlighted by Bicycling Magazine's presentation of its inaugural "Excellence In Applied Science Awards." On hand to introduce the awards designed to honor leaders in the areas of cycling research, clinical practice and retail service were Bicycling Magazine's Zack Grice, SICI Director Ray Browning, PhD, and Serotta founder and owner Ben Serotta.
"We're deeply honored by Bicycling's choosing our 'stage' for recognizing a side of the cycling community that has been less heralded in the past. These first few honorees were in a large part chosen because they have been leading pioneers in their categories, finding doorways into new areas of research and practice through which an entire industry is now benefiting," commented Serotta founder and owner Ben Serotta.
The recipients of Bicycling Magazine's 2008 "Excellence in Applied Science" awards are:
Cycling Research - Maury Hull, Ph.D., Professor of Mechanical Engineering at the University of California Davis.
Dr. Hull's research activities encompass orthopedic biomechanics with emphasis on the human knee, musculoskeletal system modeling and simulation of movement, and sports biomechanics and equipment design particularly related to cycling.
Clinical Practice - Andrew Pruitt, Ed.D., Founder and Director of the Boulder Center for Sports Medicine.
Dr. Pruitt is responsible for primary patient care, surgical assisting, post-surgical rehabilitation, design and fitting of orthopedic and sports medicine appliances such as orthotics and functional knee braces. From 1992-1996 Dr. Pruitt was the Medical Director for USA Cycling where he was responsible for athlete care.
Retail Service - Paul Levine, Owner, Signature Cycles.
Signature Cycles, with locations in Manhattan, Greenwich Connecticut and Central Valley, New York is distinguished by its reputation for providing customers with the ultimate in professional, one-on-one retail service and custom fit. In addition, Signature Cycles is known for providing customers with a high-quality referral network of medical professionals, coaches and personal trainers.
The Serotta International Cycling Institute (SICI) was launched in September 2006 by Serotta Competition Bicycles. It is a membership based organization which aims to keep the cycling community informed of the latest cycling science developments. "Our vision is to continue to lead the industry in understanding the interaction between the cyclist and the machine," said Ben Serotta, Founder and CEO of Serotta Competition Bicycles. "Establishing SICI ensures that through education, research, and Ray Browning's leadership, we'll stay at the cutting edge of understanding and improving cyclist-bicycle interface."
www.serottacyclinginstitute.com
Founded in 1972 by owner and master frame builder Ben Serotta, Serotta Competition Bicycles designs, manufactures and distributes premier class bicycles from its headquarters in Saratoga Springs NY. Distinguished by over 30 years of benchmark setting performance innovations like its "Colorado Concept" shaped tubing, the "S" bend chain stay, and the first fully customizable 100% carbon fiber bicycle, Serotta also leads the industry with its renowned personalized bicycle fit technology. Professional cyclists, including Olympians and World Champions, have claimed numerous prestigious victories on Serottas fueling the company's continuous pursuit of hand-built perfection.
www.serotta.com
The Serotta International Cycling Institute (SICI) was founded in September 2006 by Serotta Competition Bicycles. It is a membership-based organization which aims to keep the cycling community informed of the latest cycling science developments. "Our vision is to continue to lead the industry in understanding the interaction between the cyclist and the machine, "said Ben Serotta, Founder and CEO of Serotta Competition Bicycles. "Establishing SICI ensures that through education, research, and Ray Browning's leadership, we'll stay at the cutting edge of understanding and improving cyclist-bicycle interface."