ben serotta

bicycling magazine

After losing control of the custom bike building business that bore his name, Ben Serotta changed directions and focused on other projects. The thing was, he had a really nice selection of high-end Italian steel tubing sitting around in storage. He told me people who knew about it were constantly asking him to build again. At a certain point enough people got in touch and he did the math. It was time to start building again. His prior success as a frame builder meant he became a business owner and hadn’t touched the torch in over 20 years. He reached out to fellow bike-smith “Frank The Welder” and asked to use his shop. Frank agreed. I spent the afternoon with Frank and Ben drinking coffee and documenting the process