IMPORTANT PRODUCT SAFETY ANNOUNCEMENT
RE: FORKS WITH ALUMINUM DROPOUTS...including Serotta S3 forks

Throughout Serotta's 37 year history we have always viewed product development and product improvement as an ongoing process, not necessarily confined to model years. Reflecting this ethos, we are instituting a running change to many of our front dropout profiles, making them more resistant to abuse and bending.

While all of our drop out designs have been thoroughly tested for structural integrity under normal use, recent returned samples show that damage caused by loading and unloading from carrier racks, trainers or accidental dropping of the front end may occur with less force than we'd like. The running changes to the drop outs make them more resistant to the damage cause by this abuse.

Do not attempt to straighten an aluminum drop out! A bent drop out is a failed drop out! Fork dropouts with any evidence of bending with or without visible stress cracks, should not be ridden! The fork or the drop outs must be replaced immediately!

The dropouts which have been most susceptible to abuse are the S3 dropouts with a window cut as shown below. As a gesture of our commitment to the highest standards of quality and customer support, for a limited time, we will replace the aluminum dropouts free of charge on any Serotta S3 fork with our more robust version under the following qualifications:

• Any S3 aluminum dropout that has signs of damage
• Any S3 drop out with the window relief (as shown) with or without damage

As an option, clients wishing to upgrade to titanium tipped dropouts can do so at a cost of $250.

Anyone wishing to send their S3 fork for free factory inspection is welcome to do so. Please contact forks@serotta.com. This email will direct you on how to return the fork. You must include full name as the reference number and the return address !!!!

The picture below shows an example of stress cracking that occurred after this dropout had been bent when removing from a roof rack, straightened and then ridden.

Any further questions or concerns should be sent to: info@serotta.com

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Serotta Sponsors 5th Annual Tour of the Battenkill

"Queen of the Classic's" is America's Largest Single-Day Road Race

SARATOGA SPRINGS, NY. (February 11, 2009) -- Serotta is pleased to announce its support of the 2009 Tour of the Battenkill, April 18-19. The race features one of the most challenging and unique race courses on the North American calendar - with a single 62 mile loop, rolling countryside, direct passes through small villages, covered bridges, and the unpaved roads that have become the race's trademark.  The race starts & finishes in the rural Washington County New York village of Camrbidge, less than 40 minutes from Serotta's Saratoga Springs, NY factory headquarters. A record of fans are expected for the 5th annual race with the addition of the Pro Men's Invitational Sunday, April 19.

Serotta will be on-site throughout the race weekend with 2009 models, Serotta bicycle fit demonstrations, and mechanical support for Serotta owners.  Serotta staff, including members of Serotta's design and manufacturing team, will be on-hand to answer consumer's questions.  Tour of the Battenkill fans will also have a chance to meet master framebuilder Ben Serotta and learn about the philosophy, people and process that make Serotta's the most sublime handcrafted bikes in the world.

"The Tour of the Battenkill is an ideal venue to reintroduce Serotta to a regional and international crowd -- we can't think of a better way to kick-off the 2009 season than with an epic race and huge party in our own backyard," said Marketing Director, Tiffany Teaford.  "We're proud to support The Tour of the Battenkill and its main beneficiary -- Farm Team Cycling of Cambridge, NY --a fast growing junior cycling program. Serotta will donate 100% of the proceeds of a 2009 HSG Carbon bicycle raffle to the Farm Team program."

Serotta will host an informal "Serotta Factory Open House" open to the public on Friday April 17; 10-1pm. Visitors will meet the craftsmen and women who build each and every Serotta - American made from beginning to end, and learn, first-hand, what makes Serotta the finest, high-performance, hand-crafted, custom built bicycles on the planet.

For more information:
Serotta Factory Studio & Fit Lab
41 Geyser Road
Saratoga Springs, NY 12866
Email: fitlab@serotta.com
Telephone: 518-584-8100 x114

To volunteer for the Battenkill:
Please email Amy Drake; volunteers@tourofthebattenkill.com

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NEW ENGLAND'S TOP CUSTOM BICYCLE BUILDERS COME TO GREENWICH, CT

Signature Cycles To Host Meet the Makers

Greenwich, CT, February 1, 2009 - "Made in America" is the common theme between New England's premier custom bicycle companies.  Since New England is home to four of the world's finest Custom Frame Builders, Signature Cycles in Greenwich, CT has created Meet The Makers, an exclusive eventbringing these talented craftsmen together under one roof.  "We wanted to create a venue where the cycling public had an opportunity to meet the people who design and build, simply, the best bikes in the world.  We are fortunate that these companies and people are literally in our backyard!" says Paul Levine, owner of Signature Cycles.

Frame builders and company owners attending include Bob Parlee (Parlee Cycles), Ben Serotta (Serotta Bicycles), Gary Smith (Independent Fabrications), and Rob Vandermark (Seven Cycles).  The event will kick off with a 25-mile bike ride through the scenic backcountry of Greenwich, followed by a round table discussion with the celebrity frame builders, and breakout sessions to give attendees an opportunity to meet each custom manufacturer on an individual basis. 

Meet the Makers is scheduled for Saturday, March 7, 2009 and will take place at Signature Cycles located at 28 Bruce Park Ave, Greenwich, CT.   Those interested in riding should meet at the shop ready to ride at 8:45am.  The formal festivities will run12:00pm-3:00pm.  This event is free and open to the public.   For more information please visit www.signaturecycles.com or RSVP by contacting Lori Hoefer at 203-485-0500 or email lorihoefer@gmail.com.

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Serotta Prepares with Precision for North American Handmade Bicycle Show (NAHBS) 

Consumer Show Offers Serotta Venue to Showcase Ultimate  Handcrafted Artistry, Local Serotta Retailer Hosts Special Event in Conjunction with Show

SARATOGA SPRINGS, NY. (February 3, 2009) -- Serotta's march towards the North American Handmade Bicycle Showindex (NAHBS) is on!   Amidst the companies normal production schedule, Serotta's team of designers and production staff--from welders and machinist's to finish craftsmen--are hard at work building a handful of one-of-a-kind bicycles exclusively for NAHB'S 2009. Show promoters describe the annual gathering as "the place to meet the builders of the worlds most beautiful bikes."

"Handbuilding is our heritage," said Jared Porter, Serotta's Production Manager. "Attending NAHBS offers Serotta an opportunity to showcase the unexpected....our most innovative designs, our most precise handwork and finishes.  Showgoers will see Serotta's expertise across categories-- from road to mountain bike and cross-- with a focus on Serotta Composites carbon fiber engineering prowess. We are eager to see what other artists, craftsmen and builders are doing and to showcase Serotta USA-made craftsmanship."

Show attendees will not only have an opportunity to view Serotta's stunning artistry and innovative designs, but they can mingle with production staff to gain an inside perspective on Serotta's design philosophy and fully integrated manufacturing process.  Serotta's complete line of bicycles are designed, engineered and handbuilt in Saratoga Springs, New York and Poway, California.

In addition, master frame builder and company founder Ben Serotta, will present a NAHB'S open workshop Saturday, February 28 at 2:45pm (Indiana Convention Center; Room 2005) --Ben Serotta: Evolution of a Framebuilder.  Ben will discuss his own story, philosophy, background and goals. Attendees will learn about the education and evolution of one of the industry's most respected and innovative custom bicycle builder.  

Finally, in conjunction with NAHB'S coming to Indianapolis, Bicycle Garage Indy North will host "SEROTTA NIGHT"; Saturday, February 28 from 7:00-8:30pm.  Meet custom frame builder Ben Serotta and members of his design team during Serotta's stop at the North American Handmade Bicycle Show. 

For more information call (317) 842-4140 or visit www.bgindy.com

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Serotta International Cycling Institute (SICI) welcomes Kathleen Krumme as Executive Director of SICI.

Kathleen will team with Paraic McGlynn, who will continue his role as the SICI Director of Applied Cycling Science and the Serotta Fitllab and David Ariosa, owner of Oakley Cycles in Cincinnati and founding board member of the Davis Phinney Foundation, who will serve as Director of Finance.

Kathleen's love affair with cycling has spanned nearly two decades, first as an amateur triathlete, road racer and time trialist, then later as a specialist in bike fitting and custom bike sales. She has performed over 2500 bike fittings since 1996, became a Serotta Advanced Bike Fit Specialist in 2002 and has served as a core instructor for SICI since it's inception.

As a founding member of the The Davis Phinney Foundation, she has chaired the Foundation's signature event, The Sunflower Revolution Gala and Ride, which has raised nearly one million dollars for Parkinson's Disease research and wellness over the past five years.

Kathleen plans to continue to serve on the Davis Phinney Foundation's Science Advisory Board and serve as the Senior Fitting Specialist for Oakley Cycles in Cincinnati, Ohio.

"I am pleased and excited to assume the role of SICI Executive Director. We have planned a full schedule of classes for 2009 including new offerings specifically tailored for medical professionals. I particularly look forward to our fall Symposium, an exceptional educational opportunity for retiailers, health professionals, coaches, scientists and a showcase for cycling industry vendors.

"On behalf of everyone at Serotta, we are thrilled to welcome Kathy as SICI Director," said Director of Applied Cycling Science, Paraic McGlynn. "Kathy's passion for cycling, business and, above all, customer service will prove to be tremendous asset to the SICI organization."

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Serotta Hosts Sold-Out SICI Fall Fit Classes
Personalized and Advanced Fit Classes Attract an International Audience at the Serotta Fit Lab

SARATOGA SPRINGS, NY. (November 24, 2008) -- Serotta welcomed a diverse audience of coaches, physical therapists and retailers to a week of Serotta International Cycling Institute (SICI) fit classes at the company's Fit Lab, a state-of-the-art teaching facility, in Saratoga Springs, NY. Led by Paraic McGlynn, Serotta's Director of Cycling Science, and SICI fit instructors Kathy Krumme (Oakley Cycles; Cincinnati, OH.) Chris Jacobsen (Sports Garage; Boulder, CO.) and Ian Buchanan (Fit Werx, Waitsfield, VT.), students engaged in a progressive curriculum that combined demonstrations, lectures and extensive hands-on training.

The multi-day Personalized Class began with a fitting demonstration, an overview of the typical process (athlete interview, physical and flexibility assessment), then progressed to obtaining measurements on the Serotta Size Cycle. Students moved quickly into hands-on training under the experienced, watchful eyes of SICI instructors. On hand to help participants review anatomical terminology, cycling kinematics, primary cycling muscles, anatomical landmarks, and assessment tests (postural alignment and flexibility) was guest instructor Nathan Koch (P.T., A.T.C) founder of Endurance Rehabilitation, Scottsdale Arizona. Koch reminded fitters to "to be masters of observation and to continually hone those skills." Classes also incorporated a guided Serotta factory tour enabling students to gain a holistic appreciation of the entire custom fit process - from bicycle fit to custom frame design, material choices, manufacturing processes and paint and finishing selection.

"We welcomed dealers from the US, Spain, Belgium and the UK," commented Paraic McGlynn. "The new SICI curriculum was very well received and the Advanced 2D/3D motion analysis class -- led expertly by Ian Buchanan -- was the highlight of the week. A unique mix of experience and backgrounds added to the class dynamic and students placed great value on the networking opportunity with peers from the US and abroad. Class camaraderie fueled late-night, spirited debates on the merits of various fitting strategies."

"I live in Belgium," said first time SICI fit student John Meuleman, "the country of Eddy Merckx , Sven Nys and Tom Boonen. People in Belgium know how to use a bicycle, but, surprisingly, we don't have a place where someone can be offered a decent bike fit. So I decided I wanted to become the best bike fitter of Belgium. Last week I arrived in Saratoga Springs New York to get 'educated;' the teaching was professional and the work was intense. All my expectations where met and the Advanced Motion Capture Class was top notch."

According to Serotta founder and owner, Ben Serotta, "Hosting SICI classes on-site at Serotta's Fit Lab is perfectly aligned with the Fit Lab's mission of driving 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 is the focal point for Serotta's many teaching and research initiatives in all areas of bicycle fitting practices and philosophies and we look forward to welcoming and teaching many more SICI students in the months and years to come."

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2008 CYCLEFIT Classes
December 5-7, 2008

Cyclefit in conjunction with SICI (Serotta International Cycling Institute) will be holding bike fitting classes in London, UK in December. SICI currently has a full programme of classes in the USA and is now offering professional bike fitting training to Europe.
The school will be run by CycleFit Directors Julian Wall and Philip Cavell. They will be assisted by Dr David Hulse (Sports Physician to The Tour of Britain ) and joined from the USA Paraic McGlynn (SICI's Director of Applied Cycling Science).

The school is certified and endorsed by SICI - the cycling industry's influential institute for applied cycling science and also the USA 's principal provider of fitting-related educactional courses.

SICI also hosts the annual Cycling Science Symposium in Colorado .
The CycleFit classes are primarily intended for bicycle retail professionals, coaches, physios and medical practitioners interested in cycling.

http://www.cyclefit.co.uk/cyclefit_training.html

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Serotta International Cycling Institute Welcomes New Director, Expands Educational Offerings, Plans Symposium for November, 2009, Introduces the Serotta Fit Lab

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 (Updated 9/23/08: Symposium dates are now May 3-5, 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."

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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."

       -- Ian Buchanan, Owner & Serotta 'Advanced Fit" Fit Technician, Fit Werx, Waitsfield, Vt

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