Serotta Sport appoints former Pearl Izumi and Sugoi boss
20/04/2010
Serotta Sport, the exclusive North American distributor for Serotta custom bicycles, has named former Pearl Izumi and Sugoi boss Stan Mavis as its new president.
The company’s founder, Ben Serotta, will continue to lead product innovation and development with exciting plans for the latter half of 2010 and the model year 2011, the brand said. Another part of the plan is to grow the Serotta International Cycling Institute, a member-based organisation dedicated to educating cyclists about the importance of proper bike fit. Lastly, Serotta Sport will be the exclusive distributor for Catlike helmets and ETXEONDO cycling apparel, two prestigious European cycling brands that are also still managed by their original founders.
On taking up his new post, Mr Mavis explained that he and Ben Serotta had been friends since the early 1990s when they were sponsors of the Coors Light cycling team. “He’s a true pioneer in the world of cycling,” he said. “I couldn’t pass up this incredible opportunity to help lead a brand with a storied history and tremendous potential for the future. Furthermore, our partnerships with Catlike and ETXEONDO create a unique combination of premium founder brands that have a chance to capitalise on the current domestic interest in premium European cycling products.”
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