Serotta Design Studio is live

[FlashUNC]

Originally Posted by bmeryman

I thought the plan a while ago was to launch Amodomio with Ben building the brazed frames and Frank the Welder building the welded frames. That seemed like a nice route. I'm curious to see how this develops now.

Also, holy crap:

I saw that as well and my initial reaction is nothing has been learned. $8k steel bikes with Chorus and they can't even tell you which tires you'll get on the thing.

Talk about a botched launch.

[BobbyJones]

Originally Posted by cmbicycles

Why would you launch a website showing pictures of a Scott and a Bianchi instead of your own bikes that you are trying to market?

Placeholders obviously, but may be indicative of the "business planning" part of the new venture.

[sales guy]

The Duetti frame is an Asian made alloy frame.

[November Dave]

Originally Posted by charliedid

IMO he should be building road racing, track and CX bikes starting just under 2K and putting them under the asses of amature racers across the country.

History's quickest route to insolvency, and getting quicker all the time.

[metrotuned]

fiamme: any info on the design team behind Citibikes?

Serotta speaking about his stainless/steel tubeset road bike at 2011 NAHBS: https://www.youtube.com/watch?v=MhGZBOy-CRI

[bfd]

Originally Posted by charliedid

IMO he should be building road racing, track and CX bikes starting just under 2K and putting them under the asses of amature racers across the country.

Isn't this what Sasha White/Vanilla has done?! He's got both road and cx "racers" on his custom bikes, then came out with his production Speedvagen framesets. The customs are in the $5500-6000 range, while the SVs are "lower cost" option at around $3-3.5K.

Both Vanilla and Richard Sachs are the best at marketing their framesets and command the highest dollars. They both have like 5+ year wait list.

Other builders like Steelman and Bruce Gordon tried to match their pricing, but the marketing is nowhere near the level of RS and Vanilla. Thus, they never were able to get the same amount of business. Good Luck!

[John H.]

Ben should stick to make a very small number of high priced frames.
He can speak to a small audience- He loses the plot when he tries to come up with the "next big thing".

[charliedid]

Originally Posted by November Dave

History's quickest route to insolvency, and getting quicker all the time.

How so?

[charliedid]

Originally Posted by bfd

Isn't this what Sasha White/Vanilla has done?! He's got both road and cx "racers" on his custom bikes, then came out with his production Speedvagen framesets. The customs are in the $5500-6000 range, while the SVs are "lower cost" option at around $3-3.5K.

Both Vanilla and Richard Sachs are the best at marketing their framesets and command the highest dollars. They both have like 5+ year wait list.

Other builders like Steelman and Bruce Gordon tried to match their pricing, but the marketing is nowhere near the level of RS and Vanilla. Thus, they never were able to get the same amount of business. Good Luck!

I'm talking about $2500 complete race bikes.

Promote amature bike racing.

[fiamme red]

Originally Posted by metrotuned

fiamme: any info on the design team behind Citibikes?

I don't know if Serotta is still involved, and if he ever had input into the design of the frame itself.

But here's a short interview with him about his design changes, and here's an article about complaints regarding the changes from mechanics.

[oldpotatoe]

Originally Posted by echelon_john

the thing is, he doesn't want to 'make bikes.'

he wants to be an 'entrepreneur/visionary business leader' which history has shown he just ain't.

if ben wanted to make bikes he could pick up a torch and start building frames with less investment than has probably gone into the branding and website for this new thing.

if i sound cynical it's because i am.

Glad somebody said it.....

[Ti Designs]

It's never been about making bikes, lots of companies do that. It's about making "the best bike", which is where the trouble starts. Every single Serotta catalog claimed that Serotta bikes are the best in the world. The shirt I got from their fit school says "World Elite Bicycles". It's all about standing above the competition, and honestly that's never going to happen. Even if some bike company did come out with a real game changer, every other company would copy it. Has anyone else noticed that the 2018 Specialized Tarmac looks a lot like the BMC Team Machine? It just comes across as an elitist snob bike company trying to look down on the rest of the industry - just what we needed...

His take on bike fit is much of the same. Let's bring in the top medical team to assess your physical limitations, and then have the frame designed by NASA. If one person doesn't get into cycling because they are ashamed of their buy in price compared to one of Ben's $12,000 machines, he's done far more harm than good.

The cycling boom is long past, our sport is getting smaller. Most structures are built from the bottom up, in the case of cycling we need a wider base of new riders. To be focusing on a failed businessman who wants to produce bikes for the top .01% (by income, not riding ability) is a waste of time.

[bfd]

Originally Posted by charliedid

I'm talking about $2500 complete race bikes.

Promote amature bike racing.

Good Luck! That is a pretty low price point. I understand Greg Lemond tried reaching this price point with US-made frames from Zen Fabrication and couldn't do it.

I suppose Serotta could do it with Chinese-made aluminum frames and may be Shimano 105 or lower groupset. But Serotta has always been known to have arguably the most expensive framesets on the market - Ottrott/Mevici/Legend starting at $6k+. So it is hard to see if he would ever go this route.

[charliedid]

Originally Posted by bfd

Good Luck! That is a pretty low price point. I understand Greg Lemond tried reaching this price point with US-made frames from Zen Fabrication and couldn't do it.

I suppose Serotta could do it with Chinese-made aluminum frames and may be Shimano 105 or lower groupset. But Serotta has always been known to have arguably the most expensive framesets on the market - Ottrott/Mevici/Legend starting at $6k+. So it is hard to see if he would ever go this route.

I'm talking about bikes made in Taiwan.

I'm not saying it wouldn't be a hard pill for Ben to swallow but making flat out race bikes for $2500 is totally doable.

Forget Serotta. It's dead. Well healed enthusiasts have plenty of option to spend 10K on a bike these days.

If Ben can sign on to consult on a bikeshare program he can certainly sell race bikes to people racing bikes.

[cmg]

from the ben serotta ModoMio website. https://benserotta.com/mybikes/

As someone who values time and the quality of time ahead of just about everything else, my goal is to deliver both a great bicycle and a great purchasing experience.

If at any time you’ve had enough of reading and just want to speak with a live person, you can contact one of our regional specialists listed at the bottom of this page or complete the contact form and we will schedule a call with you!

General Information

Your decision matrix is pretty simple:

TIG welded or Fillet-Brazed
Disc Brake or Rim Brake
Electronic Shifting or Mechanical Shifting
Finish Selection
Delivery Option

Complete Bicycles Start at just below $5400

not sure how he is about the price, maybe he hasn't updated this to reflect the latest.