Serotta is an American bicycle builder located in Saratoga Springs, New York. Named for founder Ben Serotta, the company has been making custom road and competition bicycles since the 1970s.
Serotta built frames for the 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 also has a bicycle-fitting system.[1] The Serotta Fit School, started in 1998, trains retailers, coaches and clinicians in a system that incorporates the rider's life, goals, fitness, body, flexibility, motion, experience, injuries, surgeries and physical concerns.