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SARATOGA SPRINGS, NY (May 8, 2012) - Serotta, one of the world's premier handcrafted performance bicycle manufacturers, has announced a new partnership that will fast-track the company's research, design and production. The company has entered into a partnership agreement with Bradway Capital. "Bradway brings us the depth of resources and management expertise that we need to expand our business and bring innovation to the next level," stated Ben Serotta. "I am excited about the prospects of allowing an experienced management team to run the day-to-day operations while I turn my full focus to building the world's best bicycles right here in Saratoga Springs, NY."


Bradway Capital was founded by Brian Case, who currently serves as its managing partner. Case, an avid rider, former shop owner and partner of Fit to Ride, an advanced bicycle fit studio, has been fitting and selling Serotta bicycles since the late '80s. "There are many cycling enthusiasts at Bradway Capital," said Case, "and we are thrilled to be part of the Serotta experience, assisting in bringing the next generation of Serotta bikes to market. We are not just partners - we have ridden Serottas for years."


"This is great news," stated Chris Jacobson, owner of Sport Garage in Boulder, CO, a Bicycling Magazine Top 100 Shop. "As an active seller of Serotta since 1994, I've witnessed the stunning technological and bike/body advancements created and implemented by Ben and his organization. Serotta constructs each and every frame in the United States by the hands of artisans, so that the bike can disappear beneath its rider to reveal the true beauty of cycling."
 

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I live in the same town, Saratoga Springs, nobody knows they are even there (serotta) I find that strange.
 

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I actually don't find it all that strange. The average person, even living in the same city, has never heard of most of the custom builders, or even some of the majors. They know Schwinn, Huffy, and likely Trek, along with a few others but not most of the others.
 

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I read it as a partnership, not being sold.
Chrysler thought they were partners with Mercedes. They thought wrong. You would probably have to see the actual contract to see who retains ownership.
 

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I live in the same town, Saratoga Springs, nobody knows they are even there (serotta) I find that strange.
I don't think that's really true. The general public might not know, but avid cyclists know. I think a lot of locals bought them b/c the company was so close.

That being said, I have heard two stories recently of bad customer service. This recent management change is off to a rocky start.
 

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I don't think that's really true. The general public might not know, but avid cyclists know. I think a lot of locals bought them b/c the company was so close.

That being said, I have heard two stories recently of bad customer service. This recent management change is off to a rocky start.
There's a blog by Ben Serotta about this. He acknowledged this recent bad customer service, and is working on rectifying the issue. So Serotta is definitely listening.
 
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