Ben Serotta

The article discusses the passion of a environmental science student who turn into an entrepreneur of bicycle manufacturing in the U.S. In lieu of the student's passion, he did not believe that one-size-fits-all approach, instead he worked for bicycles and set a niche in carving the design for quality. His acquired principle leads him to shift from selling into mass-produced brand name cycles and designed based on specifications of each customers. Serotta Competition Bicycles is the product of innovation and a pride craftsmanship in a world of assemble-line productions.