Serfas' Blog

New Serfas Locks are in stock now...

2011-12-13T07:13:00.000-08:00

Our new CL-301 Cable Lock comes in 4 colors MSRP $25

Our new KL-201 is multi-funtional and comes in 4 colors MSRP $35

Introducing Marisa Fallon...

2011-09-09T11:19:00.000-07:00

Serfas is proud to welcome Marisa Fallon to the inside sales team! Marisa comes to us from the Hospitality industry and brings alot of energy, wit, and humor to our office. The answer is "NO" she is not related to Jimmy Fallon. However she does fancy herself as a "movie buff" and loves spending time with her 10 week old boxer puppy "BeBe". As you can tell from the photo - Marisa is a huge Boston Celtics fan, which is something Serfas does not endorse - Go Lakers!

Marisa will be responsible for overseeing sales in Texas, Oklahoma, Arkansas, Louisiana, Massachusetts, Vermont, New Hampshire, and Maine.

She can be reached at marisa@serfas.com or 800-424-0047

Harding Truck Trail, Four Corners, and Modjeska Peak

2011-08-08T10:16:00.001-07:00

Jeremy, Tito, and I try and ride MTB at least once or twice a week. This weekend we were feeling a bit cheeky and decided to try and tackle Saddleback Mountain via the Harding Truck Trail. We soon learned that we may have bit off more than we could chew. We ended up climbing for 4 hours to reach the Modjeska Peak. With limited food and 2 of us completely out of water, we decided it was best to head back down. It took us an hour to get back down the mountain. The ride was epic!

The famous California "Marine Layer" was covering the valley when we took off

This was the view most of the day, long and steep climbing

Charred up trees reminded us of the wildfire that ripped through here in 2009

Absolutely breathtaking view from the top

Ready to rip back down the mountain with Rage against the Machine pumping on the ipod

Rock It

2011-06-29T10:41:00.000-07:00

We rode our favorite Cholla - Rock It MTB loop at Aliso Woods after work yesterday. The New Serfas Krest 26 X 2.35 tires hook up great on the rock formation that makes Rock It famous.

Street Hockey at Serfas

2011-06-22T08:44:00.000-07:00

Street Hockey is on here at Serfas! We play every Tuesday in our parking lot. If you have gear and are interested in playing, email: media@serfas.com for more information.
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Reminder - OC Bicycle Swap Meet is Saturday

2011-06-01T15:21:00.000-07:00

Orange County Bicycle Swap Meet

Saturday, June 4 • 6:00am - 2:00pm
...The Swap Meet is free to all. Free Parking, Free Admission, Free Booth Space to sell (first come first served) and will run from 6am – Noon.

The OC Bicycle Swap Meet is located at:
Backward Circle Warehouse
17742 Mitchell N
Irvine, CA 92614

Serfas Helix Road Tire - Now Available!

2011-05-24T14:37:00.000-07:00

The Helix Road Tires are now in stock! The Helix is our new triple compound folding road tires that are insanely fast and include the Serfas FPS (flat protection system). MSRP $65

OC Bicycle Swap Meet - Back by popular demand!

2011-05-11T07:53:00.000-07:00

Great News! Back by popular demand… The OC Bicycle Swap Meet is returning June 4.

PLEASE NOTE: THE LOCATION HAS CHANGED

Saturday, June 4 • 6:00am - 2:00pm
The Swap Meet is free to all. Free Parking, Free Admission, Free Booth Space to sell (first come first served) and will run from 6am – Noon.

For the latest up to the minute updates: http://www.facebook.com/#!/pages/Serfas/253715736950

The OC Bicycle Swap Meet is located at:
Backward Circle Warehouse
17742 Mitchell N
Irvine, CA 92614

The event hours are from 6:00 am to Noon on Saturday June 4, 2011

Immediately following the Swap Meet will be a Bike Demo that includes Live Music and a BBQ!

There will be unbelievable deals on everything related to Bicycles – just in time for Summer!

Introducing Natalie D...

2011-05-05T09:54:00.000-07:00

Serfas is proud to add Natalie Darling to our inside sales team. Natalie comes to us with an extensive backround in Retail. Natalie is a Southern California native and enjoys being outdoors, trail running, and spending time with her dog LuLu.

Natalie will be managing the In Gear rep group which covers the Mid-West states of North Dakota, South Dakota, Kansas, Nebraska, Iowa, Wisconsin, Minnesota, and part of Missouri.

She can be reached at 800-424-0047 X 208 or natalie@serfas.com

New CO² Combo Kits are here!

2011-04-22T09:32:00.000-07:00

The New CO² Combo Kits include a saddle bag, 9 function mini tool, tire levers, CO² pump head, and two threaded 16 gram CO² Cartridges. MSRP $50

Serfas Pilot Road Shoes are here...

2011-04-20T10:17:00.001-07:00

Available in Black, White, and Silver in both Men's and Women's sizes.

MSRP $130

All Hail broke loose on Friday...

2011-04-11T09:16:00.001-07:00

This was my backyard in Mission Viejo on Friday night... This was the next morning in the field below my house. It was 38 degrees out when I took this picture - brrrrr

Street Hockey Anyone?

2011-04-06T11:30:00.000-07:00

Serfas has a pick up game in the parking lot every Tuesday at 5:00pm. Pads, Sticks, Skates are required to play, but admission and parking are free!

If you like Golf... Then you will love Oak Quarry

2011-03-28T12:23:00.000-07:00

Situated in a desirable location in Riverside, Ca. is Oak Quarry Golf Club. A great layout, very scenic, and priced well. The top picture is their signature par 3 hole # 14 a nice easy 6 iron for me yesterday. I caught myself on the tee box just being captivated by the beauty of the Quarry.

If you have a chance, give Oak Quarry a try. For more information and tee times http://www.oakquarry.com/

Visit to Dario Pegoretti's Shop in Italy

2011-03-24T10:46:00.000-07:00

Serfas Supporter Dan Clark recently visited Italy for a ski trip. He blew out his knee on the first day and ended up visiting Dario Pegoretti's shop instead of skiing. He thought it was better than your average consolation prize...

Blake Battaglia (inside sales) ripping at the local Skate Park

2011-03-22T12:05:00.001-07:00

Return of the "Royalty Chair"

2011-03-11T09:27:00.000-08:00

Introducing Tracie Stephenson...

2011-03-10T15:43:00.001-08:00

Tracie Stephenson is our newest Inside Sales Representative. She may be new to Serfas but she is not new to the industry. Tracie comes to us from a local retailer - Rock N Road where she managed for over 8 years. Tracie has two daughters, loves to cook, and ride her Mountain Bike. She will be servcing NC, SC, MS, TN, KY, OH,IN, AL, and GA. She can be reached at tracie@serfas.com or 800-424-0047 X 215

If you are wondering where Riley is today...

2011-03-08T14:05:00.000-08:00

I ♥ Space Mountain

2011-03-08T08:09:00.000-08:00

Serfas Optics Video Review

2011-02-22T15:03:00.000-08:00

Who is that in the Royalty Chair?

2011-02-21T14:55:00.000-08:00

Serfas Saddleback Moutain Bike Shoes

2011-02-18T11:01:00.000-08:00

The New Serfas Saddleback Mountain Bike Shoes are in stock now! MSRP$79.99

Introducing Travis Swartwood...

2011-02-15T15:15:00.000-08:00

Serfas is proud to introduce the newest member of the inside sales team: Travis Swartwood. Travis hails from Big Rapids, Michigan and has been in Califonia for 6 months. Travis enjoys riding his BMX bike and amatuer cage fighting. That's right amatuer cage fighting... Don't believe me? Check out this video... Our Travis is in the dark trunks. Let's get rrrrready to rrrrumble!!!

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Travis will be servicng Northern California, Utah, Wyoming, Idaho, and Montana here at Serfas. He can be reached at 800-424-0047 X 209 or travis@serfas.com

The new ultra lightweight "Aspect" sunglass is finally here... This one piece "frameless" shield design allows 100% top visability without any obstruction. The Aspect is designed with the Serfas Helmet Optimized Temples (H.O.T.) technology so the arms will not interfere with your helmet's fit system. The Aspect fits great and are so lightweight, you might even forget you are wearing them. Available in 4 different color combinations. MSRP $35

PS - I found and Aspect "Monster" coming out of the Ladies room, here at Serfas...

New "Legend" and "Cloak" Sunglasses have arrived...

2011-01-25T10:22:00.000-08:00

The new Serfas Cloak (above) is an ultra lightweight, fashion forward, single lens design, with a lot of coverage for maximum protection against the elements. In stock now and available in Black (shown) and Gunmetal Silver...MSRP $35

The new Serfas Legend is a stylish interchangeable model sunglass that includes grey, brown, rose, and clear lenses. The lenses are a one piece "sheild" style that gives great protection and there are less pieces to lose. The Legends are avaialble now in 4 in color combos: Blue/White, Silver/Black (shown), Red/Black, and Black/Grey. MSRP $50

Serfas Sponsored Rider - Kevin Aiello gets Podium Finish in Fontana

2011-01-17T10:39:00.000-08:00

Kevin Aiello wasted no time getting his 2011 campaign started. The first race of his DH season was in Fontana at South Ridge Park where he finished in 3rd place! I am sure we will be hearing more of this from Kevin this season...

New RX Saddles are comming soon

2011-01-13T09:56:00.000-08:00

Our best selling comfort saddles have just received a complete makeover from the base up. The new “Twin Bar” Dual Density Base allows the right and left sides of the saddle to move independently to accommodate every riding style. The Infinite Comfort System (I.C.S.) Foam has been reshaped to provide a 25% wider anatomical grove to alleviate numbness, maximize blood flow, and increase comfort on longer rides. Backed by Serfas’ 90 comfort guarantee, the new RX is the best comfort saddle on the market today.

Bikeman4U is blowin up!

2011-01-06T10:33:00.001-08:00

Bikeman4U is getting HUGE on the Serfas scene... He even sent Diane an autographed photo!

New Year - New FP-200 Floor Pump

2011-01-04T15:30:00.000-08:00

As 2011 rolls in, so will our updated version of Serfas' best selling floor pump. The new FP-200 pumps feature:
- Larger, easier to read gauge
- New wider, more stable base with gripping tape
- Better hose holder to keep the pump head off the ground
- Plunger lock tab – holds plunger in place
- New Simple Valve Pump Head that accepts both Presta and Schrader

The new FP-200 Pumps are available in Black, Silver, Yellow, Red, Chrome, and White and will be in stock mid February 2011.

MSRP $45

Serfas Holiday Schedule

2010-12-23T10:48:00.000-08:00

Just a reminder...

Serfas will be CLOSED for busniess from 12/24/10 until 1/3/11 in celebration of the Christmas and New Year Holidays. Thank you for all your support in 2010! We really appreciate it...

Rain Rain Go Away...

2010-12-22T13:50:00.000-08:00

It's been a full week since we have seen the sun here at Serfas HQ. We have recieved over 2 inches of the wet stuff and now we are starting to pay the price. Mudslides and Floods have shut down Laguna Beach near PCH and more rain is on the way. This photo was taken this morning by an unamed Serfas Sales rep in Capo Beach, Ca. Believe it or not - there is a boat attached to the truck!

Treesbybike.com

2010-12-20T12:20:00.000-08:00

Live in PDX? If so, you could have your Christmas tree delivered by bicycle. www.treesbybike.com will deliver a 6 ft Noble Fir for $43!

What is Trees By Bike?
Trees By Bike is a small business created by Portland folks who are looking to spread some holiday cheer, make a little extra money, and raise some cash for things we care about. All of our trees are locally grown and 10% of your order total is donated to Project Grow, a local organization that is pretty amazing.

The story of Trees By Bike starts on a frigid Portland morning, over one year ago. Full of turkey, cranberry sauce, and various libations, the Yule Dispatcher was prompted with the most curious desire. A desire for a needle-ridden mess that many call a Christmas tree. The Yule Dispatcher remembered the childhood home he grew up in, adorned with cheap mistletoe and dollar store garland. He recalled the coos of joy and laughter in front of a meagerly sized tree, strung with plastic and popcorn. And with a belly full our Yule Dispatcher set his mind to erecting a Christmas tree in the living room of his shared house, much like his parents had done in his childhood home so many years ago. After earning the approval to host a tree from his housemates, the Yule Dispatcher approached his next hurdle, transport. With no car to speak of and serious doubts about the allowance of a 5′ Christmas tree on TriMet, he was left only one option. His bicycle and his trusty Lemolo backpack. It was an interesting ride, with many honks full of holiday cheer, but it was more than just a tree that our Dispatcher achieved. He made a stunning realization, which he then relayed in joyful prose:

“Holiday cheer need no automotive support,
why not is it spread with wheels and legs and just heart?
Internal combustion, need not apply,
for next XMAS we’re riding bikes with trees stacked ridiculously high.”

“For the sake of all goodness, we must do this well.
Mount up on your bikes and deliver like hell:
Now, Riders! Now, Racers! Now, Couriers, and Gophers!
On, Commuters! On, Street kids! On, Hipsters and Bro-dogs!”

“To the valleys and gorges! To the top of the hills!
Now ride away! ride away! Coffee helps, for reals!”

And that’s how Abraham Lincoln saved the world. Oh wait, I mean that’s how Trees By Bike was started.

Riley's Cousin - Check the tire yo

2010-12-15T12:13:00.001-08:00

Ikea gives away 12,400 Bicycles

2010-12-08T11:03:00.001-08:00

IKEA yesterday delivered bicycles to all US employees as a year-end bonus, saying "This is our way of saying 'thanks IKEA co-workers for being strongly committed to working together.' We hope this bike will be taken in the spirit of the season while supporting a healthy lifestyle and everyday sustainable transport," in press release.

Here's the bike:

IKEA gave all its US employees a bike just like the one shown. Triple chain-ring, no identifiable brand, and IKEA Swedish flag colors gracing the frame.

No word on the maker of these models, although custom frame makers will sometimes produce lesser-known brands. (IKEA gifted its staff of 9,000 UK employees with folding bikes in 2006. Those bikes were made by Raleigh.)

This IKEA bike looks fairly low-cost, but 12,400 bikes is a lot of kronor, and it's the thought that matters.

Serfas FS-243 Saddle "As seen on TV"

2010-12-07T10:50:00.000-08:00

So I am sitting there watching the season premiere of "Men of a Certain Age" on TNT last night when a scene comes up where actor Scott Baluka rides a bicycle to his job at the Chevrolet dealership. He gets to the dealership and locks up his bicycle that just happens to have a Serfas FS-243 Hybrid Saddle on it...

In case you are interested Men of a Certain Age is an American comedy-drama television series, which premiered on TNT on December 7, 2009. The hour-long program stars Ray Romano, Andre Braugher and Scott Bakula as three best friends in their late forties dealing with the realities of middle age.

I like to watch this show because Ray Ramano is a guy in his late forties that is an amatuer golfer that is trying to sharpen his skills to play on the Champions Tour. Oh and the show is hillarious!

No Bicycle Swap Meet this year...

2010-12-03T14:18:00.000-08:00

Rumors have been swirling about the Orange County Bicycle Swap Meet... This post and the one on Facebook / Twitter will set the record straight. The Orange County Bicycle Swap Meet has been postponed indefinately until further notice. Thank you to all those who have supported this event in the past!

A little chilly today

2010-11-30T08:33:00.001-08:00

If you are planning a trip to Utah anytime soon, you may want to pack a jacket or two...

New Stem Bags are here...

2010-11-23T12:06:00.000-08:00

The new stem bags are available in black, grey, or red. They match our current LT Saddle bag line. They come in 2 sizes, Small and Medium.

The new stem bags feature:
- A cozy velvet interior to protect your valuables / cell phone / iPod
- Magnetic top closure for easy entry while riding
- 3M Scotchbrite™ reflective material provides maximum visibility
- Double Velcro strap attachements
- Ultra grip bottom panel alleviates slippage on the top tube

2011 Serfas Shoes are starting to roll in...

2010-11-17T13:07:00.000-08:00

New and improved 2011 Men's and Women's Podium available in White and Black

New and improved 2011 Men's and Women's Astro

Trials at it's finest

2010-11-12T09:07:00.000-08:00

Bikeman demonstrates the True 150 and 250 Lights

2010-11-11T13:49:00.000-08:00

Sneak Peek at the New and Improved SBT

2010-11-09T15:48:00.000-08:00

Available early December 2010

Guess who's back?

2010-11-08T15:40:00.001-08:00

That's right - it's baaack! The Serfas FP-606 has recently made its return back into our 2011 line up. Touted as the easiest pump you'll ever use - this dual stage pump can perform with higher volume to minimize the amount of strokes needed to fill a tire, then with a flip of the switch move into higher pressure making 130 psi a cinch. Avaialble in Silver, Red, Chrome - in stock now - MSRP $50

More fan mail pours in...

2010-11-05T14:08:00.000-07:00

Serfas welcomes Blake Battaglia to inside sales

2010-11-01T08:56:00.000-07:00

Serfas has recently added Blake Battaglia to our inside sales team. Blake has worked with us for over 6 months as a shipment technician, but was recently promoted to inside sales. As a Southern California native, Blake enjoys most action sports that include: Wake boarding, Motor cross Racing, and BMX. Blake is currently attending ITT Tech and studying Construction Management.

Blake will be managing the Illinois, Missouri, and Northern California territories. He can be reached at 800-424-0047 X 209 or blake@serfas.com

Happy Halloween

2010-10-25T09:09:00.000-07:00

Found this big spider out front of our building this morning...

Sport Chalet Bike University

2010-10-19T12:20:00.000-07:00

We had the pleasure of attending Sport Chalet's Bike University earlier this month. The 2 day event is held at Bonelli Park in San Dimas and is designed to educate the Sport Chalet Bike Depeartment Associates about the current products. The first day was wet and cold, but true to Southern California climate patterns - the second day was absolutely P-E-R-F-E-C-T 75 degrees and not a cloud in the sky...

A letter from a local rider that toured at the L'Eroica, Gaiole in Chianti, Italy

2010-10-13T10:04:00.000-07:00

I just wanted to let you know that I finished the 135 km ride in Italy using your tires, supply pouch, pump, bar tape, and tail light from Serfas. I have attached a couple of pictures, the first is how I packed my borrowed box to include the Serfas floor pump, and the second of me at the pre-dawn start area.

I saw lots of flat tires along the route, but those 700 X 28 beauties on my old Colnago did not fail me. A great product.

Thanks again for the support to the OCW, and your help. I'm sold on Serfas tires and bicycle accessories... they hold up.

Regards, Dan Clark

P.S. I attached the Serfas red flashing tail-light to the back of my helmet. I left it on for the entire ride. A couple of Italian riders complained that the light was too bright (it was daylight). I left it on as there was some vehicle traffic during the ride and I wanted to get the drivers attention. That light is certainly bright.
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Serfas welcomes Jeremy Griffin to the inside sales team...

2010-09-08T15:08:00.000-07:00

Serfas is proud to introduce Jeremy "watch your back" Griffin as the latest edition to our inside sales team. Jeremy hails from Petosky, Michigan and has been in the cycling industry for 20 years. Jeremy has been an outside sales rep and worked at various different IBD's accross the country.

In his free time Jeremy enjoys riding his bike and playing hockey. He also owns a vacation home in Michigan if you are intersted in renting a 5 star luxury log cabin, check out http://www.loghomevacationrental.com for more information.

He is engaged to Jessica and plans to to marry in the spring. Jeremy will be covering the Southern California and Pacific Northwest territory. He can be reached at 800-424-0047 X 209 or jeremy@serfas.com

Mason learns to ride...

2010-09-07T09:46:00.000-07:00

We went camping over the weekend and this little girl shows up with her family and her Barbie bicycle. She started riding it around without using any training wheels. My son Mason was intrigued and wanted to give it a try. This video shows Mason's maiden voyage on a 2 wheeler. He just took right off and hasnt looked back since. A proud moment for a father getting ready to complete his first century on Saturday September 11...

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Paraplegic Daredevil Completes First Double Backflip in a Wheelchair

2010-09-03T11:19:00.000-07:00

He's 18. And he's paraplegic. And he makes us look like complete and utter wusses. Aaron "Wheelz" Fotheringham is so good in a wheelchair, he can do backflips. Two to be exact. Catapulted by a specially adapted bungee cord, Aaron rides his wheelchair into a ramp, slinging himself into the air and spinning a clear 720 degrees in the air. He'd done it before, quite a few times, but not without the all-important wheel-based landing, resulting in more than a few nasty crashes.Despite being born with spina bifida, Aaron refused to let that stop his pursuit of thrills, first perfecting the wheelchair-based grind, carve and powerslide before moving onto the full-fledged backflip and, now, double backflip. Check out the video of the stunt in question below.

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Scheels Fargo, North Dakota store visit...

2010-09-02T10:43:00.000-07:00

I recently had the opportunity to visit Scheels corporate headquaters and second largest sporting goods store in the world (second only to their Reno location) in Fargo, ND.

This place was GIGANTIC occupying almost 1/2 a million square feet of space. It features a full size ferris wheel, 2 shooting galleries, a huge playground for kids, Nascar experience, and a full service restaurant that serves up homemade fudge. Mmmmm... their fudge is amazing. Of course they also have the best selection of goods for any imaginable sport. They really do a great job with all the hunting and fishing needs. The store has a least 200 stuffed fish and big game animals, I was impressed.

Here is the Scheels story as presented on their website -

Three acres of potatoes were the seed for the first Scheels store in 1902. Frederick A. Scheel, a German immigrant, used the $300 he earned from that first harvest of potatoes as the down payment on the first Scheels, a small hardware and general merchandise store in Sabin, Minnesota.
Over the years, Scheels opened in surrounding communities, including Fargo, North Dakota, where the Corporate Office and the second Largest All Sport Store in the World are now located. Reno-Sparks Scheels became the World's Largest All Sports Store in September 2008.
Firmly planted in the hardware business, Scheels started adding a small selection of sporting goods to their stores in 1954. Customer interest grew, and more and more sports lines were added with athletic shoes and clothing being introduced in the Scheels' product mix in 1972.
Scheels' first All Sports Superstore opened in Grand Forks, ND in 1989. Today, Scheels is a 23-store operation with stores in 8 states including North Dakota, Iowa, Minnesota, South Dakota, Montana, Wisconsin, Nebraska and Nevada. Providing Scheels' customers with first-class customer service and the world's largest selection of sports, sportswear and footwear are the priorities throughout the organization.
Currently, Steve D. Scheel, the great grandson of Frederick A. Scheel, is the Scheels CEO and oversees the company of over 4000 associates. His Son, Steve M. Scheel, is the company's president and has been working for Scheels since 1989.
Scheels is an employee-owned, privately held business that owes its consistent success to its empowered associates, managers and partners who think and make decisions for their individual store and the entire company.

You can even buy Golden Tee (my favorite video game ever) at Scheels for a measely $5300!

True Series Lights are coming...

2010-08-06T14:47:00.001-07:00

Introducing the Serfas "True" series rechargeable high power LED lights. Available in 150 lumen or a 250 lumen model - these lights are ultra bright, great burn times, lightweight, and fully charge with USB in just 3.5 hours! Handlebar and Helmet mounts included.

True 150 MSRP $100

True 250 MSRP $130

BlackTrail BT-01 Electric Bike Retails for $80,000

2010-08-05T14:11:00.000-07:00

By Caleb Johnson

Green vehicles, for many people, have become status symbols rather than just modes of transportation. For example, take the BlackTrail BT-01 electric bike. Manufactured in a limited run of 667 models by Germany's PG-Bikes, this electric hog retails for around $80,000. It's built from lightweight carbon fiber and aerospace aluminum, and weighs just 44 pounds. A 2.5 hour charge on the 17Ah Li-ion battery pack gets you 120 miles, and the BlackTrail bike can get up to speeds of 65mph. Though the high price tag is primarily buying you the right to say you're part of a select group of 667 who can afford a glorified dirt bike, the BlackTrail would admittedly ride circles around other electric bikes we've seen. [From: Engadget and PG-Bikes]

From the creators of the Performance Video...

2010-07-19T08:55:00.000-07:00

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Riley ripping up Lake Elsinore

2010-07-15T13:52:00.000-07:00

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Serfas Women's Trax - Now in stock!

2010-07-09T11:50:00.000-07:00

After much anticipation, the Women's Trax are now in stock. The Trax is our casual lace up shoe that features a velcro strap for an extra secure fit.
MSRP $75

Serfas Light Testing in Bicycle Retailer and Industry News

2010-07-08T09:22:00.000-07:00

Check out this link: Serfas Brings Light Testing In House

BikemanforU

2010-07-02T10:10:00.000-07:00

If you are ever in the West Hampton, NY area check these guys at Bike N Kite out! Friend of the Serfas line, Bart or "BikemanforU", does a video series helping out the biking layman...Very helpful and he adds some wit to the videos. For those of you that are afraid to ask the questions, check out the series. Thanks Bikeman!

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Serfas Night Saver Lights featured in Tread Magazine

2010-06-28T10:51:00.000-07:00

Serfas Night Saver lights were recently featured in Tread Magazine. For those of you that are unfamiliar with Tread Magazine, is is a South African published mag that is "Moutnain Biking with Soul".

Summer Solstice in Seattle

2010-06-25T14:02:00.000-07:00

This photo was taken at 10:15 PM on Monday June 21st

Drifter tire in pre-production

2010-06-14T16:17:00.000-07:00

Here is what Serfas Drifter tire looks like before it is pressed with the tread pattern...

Ladies Cycle Fest Night at REI in Huntington Beach

2010-06-11T15:59:00.001-07:00

Serfas participated in the first ever Ladies "Cycle Fest"night at the Huntington Beach REI on Thursday. REI has held these types of events in Washington and Oregon, but this was their first time doing it in California. There were about 60 ladies in attendance to learn about bike maintenance, saddles, pumps, lights, shoes, fitting, etc. REI gave away raffle prizes and furnished refreshments for all in attendance. The folks at REI saw this event as a success so keep your eyes peeled for another one at an REI near you...

Seca RS Folding 700 X 23 Tire - Now available in Black...

2010-06-04T11:10:00.000-07:00

Building upon the success of all the 2010 new colors in the Seca RS Folding tires, we now have Black in stock and shipping today...

Found this on Urban Velo...

2010-06-02T15:04:00.001-07:00

Serfas Sponsors Connor Ellison with Serfas Optics

2010-05-17T11:34:00.000-07:00

By Sam McManismailto:McManissmcmanis@sacbee.com

Heading to the foothills in the pre-dawn chill, Connor Ellison slouches in the back of the family's packed Toyota Sequoia. Once they reach Plymouth, dread and inertia keep him lingering there.
Ahead is a 65-mile bike ride on some of the area's most beautifully brutal country roads, with names as ominous as Slug Gulch, Volcano and Ram's Horn. All told, it's a 5,000-foot elevation gain, 11 miles of quad-straining uphill work.
Snow coats the roadside on this mid-February day as other cyclists on Team Donate Life, training for the 3,000- mile Race Across America in June, unload bikes, add layers and gird for today's ride. Connor, meanwhile, futzes around with gloves and gear, delaying the inevitable. He knows what to expect. Pain.
Connor and pain are longtime companions. He has a rare liver disease, congenital hepatic fibrosis, that almost killed him one night a few years ago and has put him too often in the hospital.
But that condition is what brought him to the foothills on a day better spent indoors. Feeling better after surgery in December to relieve pressure on veins around his liver, Connor's bike training is going well, but his motivation this day is shaky.
He is 12. Remember 12? You're full of plans and dreams, but not always so eager to endure the drudgery to realize them. And this is, after all, the first day of a weeklong school break in Connor's hometown of Folsom. He could be sleeping in, then playing video games with his best friend, Elliott.
"Come on," his mother, Tiffany, gently prods. "The team is waiting."
Connor finally rouses himself and mounts his shiny new road bike. Liver disease or no, he is something of a cycling prodigy. Though just 5-foot-1 1/2 and 95 pounds, with legs as thin as chopsticks, the kid is a climber. Hard-core cyclists call it having a "big engine," and Connor's has enough horsepower to hang with his dad, Jared, and others on the team who are veteran long-distance riders.
The ride's first hour and a half does not go well. Connor lags back with his mom, a nascent cyclist training hard for the race. Tears mix with sweat on the boy's face. Tiffany starts to lose patience; this whole Race Across America thing "is his dream and he begged us to let him do it," she'll recall later. She pulls up next to him and looks at Connor, who has shed his usually placid demeanor. "I'm just tired of hurting," he says.
At this point, Tiffany almost loses it. Here's her tough little guy, the third of her four kids, who has experienced a world of hurt since being diagnosed with liver fibrosis four years ago. Now he's being subjected to more pain on this hellacious ride.
Turns out, Connor's heart-rate monitor is causing the pain. It has slipped down his slim rib cage and is rubbing against the zipperlike scar from his surgery six weeks earlier.
Now it's Tiffany who's crying, out of maternal pride and empathy. She gives Connor a pep talk as they make the steady climb. "I promised that all of his personal sacrifice will be worth it, and that in order for us to reach things in life that most people only dream of, we have to do things … that most people are too afraid of (doing)."
Connor finishes the ride looking strong, smiling broadly. Other challenges will come in subsequent months – another trip to the emergency room for stomach distress, a broken wrist from a fall off his mountain bike and, worst for a sixth-grader shy around grown-ups, public appearances.
But isn't that what life is, a series of challenges? It just seems that Connor has had to learn that lesson earlier than most kids.
Eight months of tests
He didn't always have to struggle. Connor was once your happy-go-lucky suburban kid who was crazy about football and couldn't wait to turn 8 so his parents would let him play.
On the same day as tryouts for the youth league in Folsom, Tiffany took Connor to the doctor for a league-mandated physical. It turned out to be anything but routine. The pediatrician poked around Connor's abdomen and seemed to spend a lot of time in the spleen and liver regions. The doctor said she was concerned that the spleen was enlarged and that his liver didn't feel right, either. The look on the doctor's face gave warning.
"My intuition was, 'This is bad,' " Tiffany said.
Instead of playing football, Connor spent the next few months undergoing X-rays, ultrasounds, magnetic resonance imaging and biopsies, having endoscopes plunged down his esophagus. And blood tests. Lots of those.
Through it all, Tiffany said, Connor was "very chill about it." Eight months of not knowing what was wrong, and feeling symptom-free, took a toll more on the parents than the child.
"I didn't know too much about it," Connor said. "All I knew was that it was something with my liver, which I didn't (understand) because it was my spleen that was enlarged. Since I've gotten older, I now know what everything means."
One afternoon at UC San Francisco Medical Center, the family finally got a solid diagnosis: congenital hepatic fibrosis, or scarring of liver tissue that can distort blood flow through the liver.
"They couldn't give me any way to fix my kid," Tiffany recalled. "They were telling me, basically, that my kid is a ticking time bomb. They said all of a sudden he could start coughing up blood and, if you don't hurry to the emergency room, he could die."
Tiffany, the worrying type, got depressed. Jared, a management consultant, stayed positive. Still, Connor's dad said, "The doctors couldn't give us any information other than Connor could be fine for 20 years or something could happen tomorrow."
That "something" happened in March 2009 – a little less than three years after the diagnosis. One night, older brother Austin, 18, ran downstairs to say Connor had passed out and was bleeding from the mouth. A vein had ruptured in Connor's abdomen. He was losing blood and consciousness fast. Emergency surgery was needed on the overstressed vein. One minute, Tiffany and Jared recalled, Connor had lost all color from his face and lips. The next, he seemed lifeless.
"Watching somebody hook a blood transfusion up to your kid who's essentially lifeless and then watching him … come back to life, I just can't describe it," Tiffany said. "You have so much gratitude for people who donate blood."
In the past year, Connor has had two more internal bleeding episodes, neither as severe but both requiring hospitalization. The worry with Connor and all hepatic fibrosis patients is complete liver failure, which would require a transplant.
After the initial diagnosis, Connor has been treated by Dr. Carlos Esquivel, director of the liver transplant and intestinal program at Lucile Packard Children's Hospital at Stanford. Esquivel recommended an operation to reroute veins and take pressure off Connor's liver. One risk of the surgery is hepatic encephalopathy, an accumulation of toxins the liver normally removes. But Connor recovered well, Esquivel said.
"I created a kind of a shunt, a bypass, to relieve the pressure in those veins," Esquivel said. "Most of these patients do well with the shunt. Some patients may eventually require a liver transplant, but the majority tend to do well. Hopefully Connor will never have another bleed."
Esquivel took a special interest in Connor because he is a cyclist, as is Connor's intestinal specialist, Dr. Lorenzo Rossaro at UC Davis Medical Center. When the doctors found out that Jared had completed the Race Across America the previous summer and that Connor had a dream of joining his dad this year on Team Donate Life, they signed on as well.
Rossaro, who has completed the race three times, will serve on the team's "crew" and, no doubt, oversee Connor's health. Esquivel will be one of the team's eight riders.
Overcoming tough moments
The Race Across America relay – there also is a solo ride – is taxing even for veteran riders. Jared gently suggested to his son that he might wait a year before making the attempt. Connor would have none of it. He saved his money, put a fancy road bike on layaway and started training with his mom and dad. The team wouldn't accept Connor as a member unless he proved himself at the team's October training camp in Park City, Utah. He needed to prove he could ride stages lasting several hours without flagging.
In only a few weeks, Connor progressed to riding 150 miles a week. One night last fall, Jared had scheduled a challenging test ride before the family left for Park City. "There was a big storm and the winds were huge," Jared said. "We went to the steepest hill in El Dorado Hills. Connor's like, 'I don't want to go.' I'm like, 'These are the tough moments. We've got to suck it up and do these things.'
"(Tiffany) and I know we need to keep balance in his life. He's 12, and 12-year-olds don't always want to train. But Connor's fought through those days."
Rossaro marvels at Connor's fitness level, all things considered. "Sometimes we ride together, and I'll pull up beside him and hear him breathing really heavily. His blood count is really low. … His ability to carry oxygen through his blood is low, but he's still on top of it on the rides. That tells you about the power of the mind. When you're motivated, you can do things no matter you much you suffer."
Both doctors say they wouldn't permit Connor to participate if the race posed a danger. "His liver's working well, so that shouldn't be an issue," Esquivel said.
Connor said he appreciates the votes of confidence. He often thinks back to that chilly, hilly February ride in the Sierra foothills and how he overcame the hurt and pain.
"I know that it'll be even harder in the race. But I know can do this." Read more: http://www.sacbee.com/2010/05/02/2716377/folsom-12-year-old-with-liver.html#ixzz0oDHIRr1O

XXX Challenge Complete

2010-04-27T08:16:00.001-07:00

What's better after a round of California night golf than a nice juicy burger? Last night our destination was Fatburger in Venice, Ca. Immediately after entering the restaurant the XXX challenge was on...

Eat the entire XXX King Burger and get a certificate and your photo on the XXX Wall of Fame

It's game time... Those XXX Burgers didnt stand a chance at our table Certified XXX handlers
Fatburger was founded by Lovie Yancey in Los Angeles, California in 1952. Although Fatburger was established in 1952, "Mr. Fatburger" was the original name dating back to 1947. Ms. Yancey died on 26 January 2008, according to Fatburger's parent owner, Fog Cutter Capital Group, Inc.
The company remained mostly a California chain until the late 1990s, when it began an expansion in North America. There are currently 93 Fatburger restaurants, including three outlets in Asia and two in the United Arab Emirates.

With a "Spudnuts" donut shop in the same parking lot as Fatburger, you know how this night ended. That's right - we topped off the XXX's with a donut. Oh yeah - don't forget the Diet Coke...

BP MS150 Ride in Texas

2010-04-21T08:53:00.001-07:00

The BP MS 150 is a two-day fundraising cycling ride organized by the National MS Society: Lone Star the third weekend of April. This ride is the largest event of its kind in North America. In 2009, the event raised more than $17 million for multiple sclerosis.
The ride is a 180-mile journey for MS from Houston to Austin. Breakpoints are positioned every 8-15 miles. The ride begins Saturday morning at three convenient starting points: Omni Westside Hotel in Houston, Rhodes Stadium in Katy and Waller Stadium in Waller. Riders follow scenic roads into Bellville for lunch. Day One ends at the Fayette County Fairgrounds overnight in La Grange.
On Sunday morning Club 300 members lead the start on one of two routes that lead to Bastrop Intermediate School for lunch from the fairgrounds. Take the Bechtel Challenge Route and enjoy the rolling terrain of Bastrop and Buescher State Parks or bypass the parks via the Pfizer Lunch Express Route. The final leg of Day Two takes riders into Austin for exciting Finish Line festivities at the capital.

More Info: http://www.nationalmssociety.org/chapters/bp-ms-150/index.aspx

Scheels Bike University

2010-04-14T08:47:00.001-07:00

Last week Serfas was invited to attend the Scheels Bike University event in Sioux Falls, SD. It was attended by over 100 Scheels bike shop associates, managers, and a bunch of industry folks. The goal was to refresh the Scheels associates knowledge about the fine bike products they carry. We talked about Serfas saddles, Lights, Shorts, Sunglasses and Shoes. The event was a great success and we look forward to next year.

Show us your Serfas...

2010-04-05T09:29:00.000-07:00

This photo was sent in from Roger Schroeder of International Pro Bike Shop in Bellbrook, Ohio. It is a handmade Mercian with some sweet tires and a nice saddle by Serfas.

Mercian Cycles began as a cycle shop in London Road, Derby in 1946. Shortly afterwards Mercian frames were being built in a small workshop in Castle Street, off London Road.

Prototype Sneak Peak

2010-03-31T16:55:00.000-07:00

Got to ride these sweet new shades yesterday on the lunch ride.

Really nice fit, great breathability, and of course - the look SICK!

We need a name for these beauties. Any suggestions?

Serfas Shoes are here...

2010-03-26T08:27:00.000-07:00

After much anticipation, the Serfas Shoes have arrived today. If you have shoes pre-booked, you will see them next week.

OC Wheelmen Meeting

2010-03-12T11:56:00.000-08:00

I had the pleasure of speaking to one of our local bicycle clubs again this week. It was a fantastic group of cyclist that had lots of great feedback and questions. The members of OCW showed much interest in Serfas products, epecially the shoes, lights, and shorts...

The Orange County Wheelmen (OCW) is the most diverse and oldest bicycle club in Orange County with over 400 members. Cycling subgroups within OCW include Paramount Racing, Goat Hill (off-road cycling), and Tandem Time. The club hosts several annual events, many special activities, and numerous weekly rides.OCW was founded in 1970. Beginning as a recreational cycling club, its focus has expanded to staging cycling events that attract hundreds of riders, to maintaining an active presence in the community through charitable donations, and to promoting safety and political advocacy through the club's training rides and support of the Orange County Bicycle Coalition (OCBC) and the California Association of Bicycling Organizations (CABO).

For more information or to join OCW : http://www.ocw.org/

Google Helping the Cycling World

2010-03-10T10:30:00.000-08:00

Here is a little tid bit that I got from our friend Velo Fred...

Google (NSDQ:GOOG) has added biking directions, bike lanes and bike trail data for 150 U.S. cities to Google Maps, the online search giant announced Wednesday.
The new feature helps bikers determine the best, most efficient bike routes and allows riders to customize their trip, according to a posting on Google's Web si...te. The feature makes use of bike lanes and dedicated bike trails where they are available and calculates "rider-friendly" routes that avoid big hills.

Users select "Bicycling" from the drop-down menu when doing a directions search. Maps customized for bikers show dedicated bike lanes along roads (outlined in light green) and roads designated as preferred for biking (dashed green lines), but without dedicated lanes, according to product manager Shannon Guymon. Time estimates for bike routes are based on "a complex set of variables" such as type of road, terrain and the number of turns.

The maps also show 12,000 miles of bike-only trails, information generated through Google's partnership with the Rails-to-Trails Conservancy.
More information can be found at http://maps.google.com/biking. Google said it's seeking feedback on the new service and input from local bikers on route information for inclusion in the service.

Below is a link for a ride that a few of us are doing soon. Starting at the Mothership, The Jewel of Rancho Santa Margarita, and on down to San Diego.
Great tool to use on your rides!

View Larger Map">

Tour De Cure San Diego

2010-03-08T15:08:00.000-08:00

Tour de Cure San Diego

Ride for the Cure on April 17, 2010!
Start Location: Mira Costa College, Cardiff Campus
Event Manager: Audra FlemingEmail: afleming@diabetes.orgFor more information, call 619-234-9897 x 7418 or Contact Us.

Join the American Diabetes Association for the inspiring Tour de Cure San Diego! Whether you're a first-time rider or an avid cyclist, we have a route that is perfect for you.The San Diego Tour boast on of the most scenic and beautiful routes in Southern California. The Tour offers spectacular views of the ocean and mountain ranges of North County San Diego. All routes feature full-service themed Rest Stops with refrehments, mechanical supports and restrooms. Lunch is provided by Phil's BBQ and additional lunch sponsors.

Since Tour de Cure's beginning in 1991, thousands of individual riders and teams have participated to support the American Diabetes Association's mission:
To prevent and cure diabetes and to improve the lives of all people affected by diabetes.
Now you can make a difference in the lives of more than 23.6 million Americans with diabetes by joining thousands of cyclists around the nation who are riding in Tour de Cure.
Tour de Cure is a series of fundraising cycling events held in 43 states nationwide to benefit the American Diabetes Association. The Tour is a ride, not a race, with routes designed for everyone from the occasional rider to the experienced cyclist.
Whether you decide to form a corporate team, rally your friends and family together or challenge yourself as an individual rider, you can expect a lively day of cycling, camaraderie, support and information. Not only will you enjoy the benefits of being active, you will be directly supporting the advocacy, information and education initiatives of the ADA with your personal fundraising campaign. See the FAQ page to learn more about fundraising both online and offline for Tour de Cure.

Limited Edition Seat Stat Lights are here...

2010-03-04T16:37:00.001-08:00

The same amazing light from Serfas in some cool new limited edition colors.

-TL-STPK Pink
-TL-STRD Red
-TL-STMT Mint Green
-TL-STOR Orange
-TL-STYL Yellow
-TL-STRB Root Beer

The Seat Stay Light features a ½ Watt Center LED with 6 additional LEDS for maximum visibility. The silicone body is designed to easily mount on the seat stay and has a variety of flash modes.

MSRP: $20

Refresh Everything Contest – Bike Buddy

2010-02-26T10:20:00.000-08:00

So here’s the deal… If you click this link and vote for Transportation Alternatives, you’ll help them in competing for $250K to produce an application that will help new riders find veteran riders to show them the ropes. While many local organizations have tried similar programs, it’s often a matter of not having enough funding to reach a larger audience that kills the initiative. You can help the most by voting daily, or at least go and vote once.

"50MR4" or 50 Mile Ride IV is coming up...

2010-02-25T12:12:00.000-08:00

2010 will mark the 4th consecutive "Rwanda Ride" in Orange County, CA.

What began as a 50th birthday ride in 2006, has evolved into one of the most anticipated and talked-about rides in Southern California.

What makes this ride different? First of all, our event is a "ride", not a race. Riders participate for a lot of reasons: some for the challenge of riding further on a mountain bike than ever before, some because they love the Project Rwanda cause, some for the fun of sharing the day with tons of their mtb buddies. Second, our event is a fundraiser. We've raised just over $100,000 for Project Rwanda over the first three events. These funds are used to further the economic development of Rwanda through initiatives based on the bicycle as a tool and symbol of hope. And we're just getting started.

Our Rwanda Ride provides sponsors with a terrific opportunity for exposure to hundreds of mountain bike enthusiasts and their families. Last year we had over 430 participants - and we aim to exceed 500 riders this year. Will you join us?

Project Rwanda was founded by Tom Ritchey, a pioneer in the mountain bike industry. Tom first visited Rwanda in 2005. He was awed by the natural beauty of the country - "the land of 1000 hills". Even more than that, Tom was inspired by the people and their stories of reconciliation and hope. Tom knew he could use his talent and resources to help make a difference - and Project Rwanda was born..

When:
Saturday, April 10, 201050 mile option starts at 7:00am (check-in at 6:15am).*
25 mile option starts at 9:00am (check-in at 8:15am).*
5 mile fun ride starts at 11:00am (check in at 10:30am)*FastTrack check-in available the day before the event atRock N Road Cyclery in Mission Viejo.Sleep in and avoid the long lines on ride day!Where:
Staging and post-ride party at Cook's Corner
19152 Santiago Canyon Road Trabuco Canyon, CA 92679949-858-0266

Entry Fee:
25 or 50 Mile Option - $50 before April 9 ($60 on-site)
5 Mile "Fun Ride" - $25All entries receive free custom dri-fit t-shirt.

Purpose:
To raise funds and build awareness for Project Rwanda.

More info: http://www.50mileride.com/index.html

Puma's Sports-Infused Mobile Phone

2010-02-17T08:11:00.000-08:00

Puma launched its first mobile phone, named the Puma Phone, featuring a number of sports-related features, including applications for runners and cyclists that let them keep track of speed, distance and pace. The phone can also keep track of the number of steps taken and the number of calories burned. A solar panel on the back of the phone can be used to charge it, and it has a 2.8-inch touch screen on the front.The device was unveiled Tuesday at the Mobile World Congress.Among the unique features are a timer that looks like an analog stopwatch, a compass designed to look like something off a yacht and a music player that looks like a record player. The feature lets users spin and scratch a virtual record. More standard features include a 3.2-megapixel camera with an LED flash, A-GPS (Assisted-GPS) and an FM radio. It can be used to surf the Web using HSPA (High-Speed Packet Access) at up to 7.2M bps or 2.9M bps, according to Puma.Puma's first smartphone will be available in Europe first most other parts of the world soon thereafter. The U.S. launch is uncertain. Pricing has not been announced.The device is manufactured by Sagem Wireless and is based on a proprietary operating system.

Illegal "bike park" discovered in wilderness at Whiting Ranch

2010-02-16T10:54:00.000-08:00

February 16th, 2010, 7:51 am · Orange County Register by Pat Brennan, green living, environment editor

The winding trails through a back country park offer a thrill-ride for mountain bikers: wooden bridges, wooden jump-ramps and, for convenience, a sandbag-reinforced connection to a nearby neighborhood.

Photos of illegal trails and ramps at Whiting Ranch courtesy, Vicky Malton
There’s only one problem. The trails are illegal.
“There’s several trails connecting all the way up the slope — a steep slope,” said Vicky Malton, senior ranger at Whiting Ranch Wilderness Park. “All this is on parkland.”
The trails on an acre or more of land, discovered by biologists at Whiting Ranch in early December, will begin to be dismantled Saturday by volunteers. The Irvine Ranch Conservancy is calling for volunteers to take shovels to the trails and rip out the carefully crafted bridges and ramps.
Many such illegal trails have been cut through Orange County’s wild country in years past. But a network this elaborate surprised OC Parks officials.
“This is kind of uncommon for us here at Whiting,” Malton said.
The trails, which cut through an area once thick with brush, were carved out of the landscape after the 2007 Santiago Fire.
Not only could they potentially increase erosion by channeling stormwater, but they were also cut through prime nesting territory for the troubled California cactus wren.
Wildfire has hit the wren’s coastal populations hard in recent years, the likely reason for a nosedive in the bird’s population.
“They did take sensitive habitat,” Malton said.
Volunteers from Oakley will take part in dismantling the illegal trails. The event begins at 8 a.m. Saturday. Find sign-up information at the Irvine Ranch Natural Landmarks Web site.

Tire Teaser....

2010-02-09T14:33:00.000-08:00

All White Folding Seca Road Tires?

Weigh in with your opinion....

Are you kidding me?

2010-02-01T08:27:00.000-08:00

Introducing Kim Kiunke...

2010-01-27T15:01:00.000-08:00

Serfas has recently hired a new Accounts Receivable Manager, Kim Kiunke (pronounced "key- yoon-key"). Kim grew up in Los Angeles but has spent some time living in Boulder, Colorado. No stranger to the bike - Kim started racing Cross Country and Cyclo Cross in the 90's and started Crit racing in 2006. A self proclaimed "food nerd" Kim enjoys cooking, spending time with her husband and son, riding, and a nice frosty brew. That's right... Kim loves BEER. I'm not talking about your PBR, BL Smoothie, Silver Bullet crap. Kim enjoys learning, tasting, critiquing, and writing about good quality microbrews. She can be reached at Extension 203 or kimk@serfas.com

Don't waste your time...

2010-01-21T10:58:00.001-08:00

If your favorite 10 year old Serfas Comfort Saddle has been tortured by the sun, neglected beyond belief, used as a chew toy for your Bull Mastif, and riddled with pet hair- It is not considered a manufactures defect. I repeat your 10 year old trashed comfort saddle is NOT covered under warranty.

Here at Serfas we stand behind our products 100% and even back them up with a 90 day comfort guarantee. Unfortunately some will always try to take advantage of the system. This 10 year old beauty was sent in under the assumption that it would be covered under warranty. Good times...

Serfas Optics represented on Antarctica

2010-01-19T09:54:00.000-08:00

McMurdo Station is an American Antarctic research center located on the southern tip of Ross Island on the shore of McMurdo Sound in Antarctica. It is operated by the United States through the United States Antarctic Program, a branch of the National Science Foundation. The station is the largest community in Antarctica, capable of supporting up to 1,258 residents, and serves as the U.S.' Antarctic science facility, and the logistics base for half the continent.

Today, McMurdo Station is Antarctica's largest community and a functional, modern day science station, which includes a harbour, 3 airfields (2 seasonal), a heliport and over 100 buildings, including the Albert P. Crary Science and Engineering Center and a bowling alley with an antique Brunswick manual pinset machine. There is even a 9-hole disc golf course on site. The station is also home to the continent's only ATM, provided by Wells Fargo Bank. The primary focus of the work done at McMurdo Station is science, but most of the residents (approximately 1,000 in the summer and fewer than 200 in the winter) are not scientists, but station personnel who are there to provide support for operations, logistics, information technology, construction, and maintenance.
Scientists and station personnel at McMurdo are participants in the USAP, which co-ordinates research and operational support in the region. Aside from Werner Herzog's 2007 documentary Encounters at the End of the World, reports on the life and culture of McMurdo Station from the point of view of residents are rare.

New Vistoso Saddle - First Impressions...

2010-01-14T10:35:00.001-08:00

Got a chance to ride the new Serfas "Vistoso" saddle today. Vistoso (prononuced Viss - toe - soe) means beautiful, eye catching, delightful, and spectacular. This saddle certainly lives up to that standard. I like the graphics displayed on the Vistoso and it looks amazing on the bike. I put about 20 miles on it this morning and here are my first impressions.

Pros:

-Visually appealing - looks great, cool graphics, nice design

-Lightweight - Only 260 grams

-Performance driven design

-Value - MSRP $55 for a saddle like this - amazing value.

Cons:

-A bit firm for my taste. Strictly a personal preference, but if you are a looking for a firm - performance oriented saddle- the Vistoso is for you.

Overall first impression - the Vistoso saddle is a fantastic, value oriented performance perch that delivers a lot of what you want, but wont break the bank. Compared to saddles of similar characteristics and quality that retail for $100+ and I think you'll agree, the Vistoso is a winner.

We're back...

2010-01-05T10:10:00.000-08:00

Serfas is back in action and excited for the 2010 season.

While we were on our annual holiday break, I got an email from my uncle that lives in Santa Barbra. He and my cousin were riding up Gibralter road in Santa Barbra on 12/21 when they came across an entourage of riders. Guess who it was?

Lance and Jeremy

Holiday Closing 2009

2009-12-23T08:07:00.000-08:00

Serfas will be closed from 12/24/09 thru 1/3/10 in observance of the Christmas and New Year holidays.

Thank you for all your support in 2009 and have a safe and Happy Holiday!

Night Golf 4 days before Christmas...

2009-12-22T08:05:00.000-08:00

Lining up for the shot

Yeah... firing through the ball

Sweet follow through

On Winter Solstice most people are sipping hot chocolate in front of a fire and trying to keep warm while watching the snow fall. Here in the OC, we sip coldies and play golf - at night. Above is Riley Bullock (Regional Sales Manager) that works in our Park City office. The native Utahn had never experienced playing golf at night, and has surely never played golf in December.

Love this time of year...

2009-12-16T12:18:00.000-08:00

Ahh - the Holiday Season at Serfas... It typically means plenty of Godiva, See's, Ghiradelli, Harry and David, Lindt, and plenty of homemade treats as well. Today we recieved a "custom" piece of Holiday cookie cheer from Mack Cycles of Miami, Florida (see picture above). It was very cool and actually quite tasty...

You can take it or Leif it...

2009-12-15T11:31:00.001-08:00

Leif...

The Leifster...

Leif - O - Rama...

Lief or Die...

Liefing is not a crime...

Drivers, cyclists share tips to stop deaths

2009-12-15T10:14:00.000-08:00

By DAVID WHITING
OUTDOORS
THE ORANGE COUNTY REGISTER

Twenty-four hours after my column last week on driver-cyclist safety, Newport Beach police say Patricia Ann Izquieta veered into a bike lane, hit rider Donald Murphy and fled the scene.
Murphy, 49, was the 14th person this year to die riding a bike in our beautiful county. He left behind a wife, two children and a legacy of fitness and kindness.

I'm not sure what Izquieta, 37, left behind. But I know what's ahead: Legal bills, possible jail time and – if she was indeed the driver – a lifetime of waking up every day knowing she took someone else's life.
I've never met Izquieta. But I'm sure she's a good person. I'd also agree with the Murphy family, that she meant no malice, that she's a victim as well.
And that is what this column is about.
Victims.
We can argue until we run out of oil whether cyclists are crazy for riding the roads alongside two-ton hunks of steel barreling along at 25, 35, 45 miles an hour. We can label them a bunch of dangerous scofflaws because of the acts of a few. We can say they should stick to stationary bikes, trails or find empty roads.
Or we can get real.
The simple fact is the law says cyclists have the right to the road. Same as drivers.
So let's stop pointing fingers, being victims and figure this thing out: Drivers and cyclists working together.
I invited many of you to share your thoughts on reducing the number of cycling fatalities in 2010. (If you'd like to be on my e-mail list drop me a note, dwhting@ocregister.com.) Here is a sampling of e-mailed and online comments:
Howard Hull: "Have bike rodeos in elementary school; common sense is lacking with kids. Also, (stop) drivers with phones, texting etc."

Gordon Pardee: Cyclists in bike lanes should "not ride two or three abreast as they often do. That is suicidal behavior – a split second distraction on the part of an otherwise safe and cautious driver could permanently end their cycling days."

Kathy Ulrich: "I see a lone bicyclist or groups of bicyclists blow through red lights and stop signs, also bicyclists who ride in the street facing traffic."

Larry Weisenthal: "Outlaw all wireless communication in automobiles – hands free or not. It's a jungle out there."

Opher Banarie: "More than half the cyclists I see on the road wear ear buds that I suspect are playing music loud enough to blot out all but police sirens."

Victor Ray: "I ride to work lit up like a Christmas tree with LEDs with a bright orange reflective vest."

Brianguy: "Practice riding in a straight line. It's not as easy as it sounds and not automatic. Start by following a straight line on flat ground, then do it on a curve, then do it uphill.

Jae2460: "Assume a car can't see you, unless you make eye contact with the driver. Ride / drive predictably."

Sdbrit68: If you are a cyclist, maintain a line. Don't blame me if you get side-swiped because you suddenly lose your line and swerve out. If the cops would just start ticketing them, maybe then cyclists would learn."

Orange County Swap Meet Photos

2009-12-09T08:38:00.000-08:00

Lots of new faces and some familiar faces in the crowd at the Orange County Swap Meet this past Saturday. In true Swap Meet tradition - I heard of folks trading a Starbucks Coffee for a brand new pair of Canari cycling shorts! Sounds like a good deal to me. Thank you to all those who participated: Haro, KHS, Profile Design, Rock N Road Cyclery, etc. and to the Serfas staff that helped make this event another big success...

Night Saver Lights are in stock now...

2009-12-03T10:31:00.000-08:00

The highly anticipated Serfas "Nightsaver" lights are instock now and shipping. Pictured above is how one retailer (Cadence 120) decided to merchandise the lights. Cadence 120 said that their sales have increased since displaying them this way... Available with white or red LED's and come in a variety of colored shells: Black, Grey, Blue, White, Yellow, Green, Orange, Red, and Pink.
MSRP $15

Here comes the Sun

2009-12-02T07:44:00.000-08:00

While many of us would love to outfit our homes with massive, energy-saving solar panels, the cost can be somewhat of a deterrent. There are, however, small ways that you can harness the sun’s energy without making a huge financial investment.
With a little ingenuity, you can start a solar project and end up saving money in the long run. Even though the weather is starting to cool down, the sun is still out and about – so start soaking up some rays!
Outdoor solar lights: Whether you want to illuminate your garden or light up an entire backyard, you have plenty of options. Installation is often as easy as sticking a spike in the ground, so you can forget hiring a professional to uproot your garden for wiring. Small, outdoor solar lights sell for as low as $10. Not only are they practically effortless to install and maintain, but you also won’t spend a small fortune to replace them when necessary. Need some inspiration? Check out The Solar Garden at www.thesolargarden.com where you’ll find a variety of stylish lamps to light up your yard.
Chargers: Let’s face it: Most of us live our lives around cell phones, laptops, digital cameras and MP3 players. While they take up our time, why let them use up extra energy? Solar chargers are available for most any gadget and come in a wide range of wattage. Many chargers are portable and start around $20 – roughly the same price as pesky plug-ins. Visit www.siliconsolar.com to see what’s out there. They even have automotive solar chargers that work in cloudy weather! There’s something for everyone; hikers, for instance, will greatly appreciate the solar backpacks.
Tubular skylights: If completely transforming your home into an eco-friendly habitat is not financially plausible, then consider the next best option – tubular skylights. Also known as solar tubes or tubular daylighting devices, these cylinders are usually about 10 to 12 inches in diameter and are installed in areas of your roof that receive many hours of direct sunlight per day. When the light collector is mounted, the sunlight is absorbed through the reflective tube and makes its way down to the diffuser lens on your ceiling. The result is instant light without taking a chunk out of your roof as with a traditional skylight. Many people insist you can mount a tubular skylight yourself, but homes with metal or tiled roofing may require a professional. While tubing starts from $150 to $600, it will save you much, much more on your monthly electric bill.
With a little imagination and motivation, going solar can be easy, affordable and extremely rewarding. The expense of heating and cooling, two big budget-breakers, can be alleviated with solar space heaters and solar attic fans. Forget about that pricey pool heater – how about a solar pool cover? Many solar panels and structures can be made by hand and are adaptable to countless tasks, from cooking to water purifying. Handyman Phil Heiple offers a guide for making your own solar-powered generator that can power a computer, TV and lights – for under $300! So roll up your sleeves and help Mother Nature out. You’ll be doing both the environment and yourself a big favor.

Serfas' Park City Office = 13 inches

2009-11-23T10:35:00.000-08:00

This was the scene this morning at our Park City facility... Nice work Riley!

Bacon Explosion revealed, just in time for the Holidays

2009-11-19T08:32:00.001-08:00

This legendary recipe has been satisfying pork lovers for years. Although I have not personally tasted one, I still remain completely fascinated by the Bacon Explosion. According to the BBQ Addicts website, you can order a fully prepared version for $29.99. For the more adventurous, here are the basics on creating your own...

For the complete recipe visit: http://www.bbqaddicts.com/blog/recipes/bacon-explosion/

You start with 2 lbs of thick cut bacon, 2 lbs of Italian sausage, BBQ seasonings, and BBQ sauce

After weaving the bacon (1lb of bacon) - you add the sausage, crispy fried bacon bits (other 1lb of bacon) , BBQ seasoning and some BBQ sauce to the center and roll it up. Put it on the smoker and smoke at 250 degrees with hickory wood.

Cooking times will vary based on the diameter of your explosion. 3 inch diameter requires 3 hours of smoking at 250 degrees

In the end - pure satisfaction!

Lucky Cyclist or Stupid Cyclist? You decide...

2009-11-17T12:56:00.000-08:00

This is the story of one lucky cyclist on what was a really nice bike...

By ALEJANDRA MOLINA AND BRUCE CHAMBERS
THE ORANGE COUNTY REGISTER

A bicyclist and the driver of a Jeep Cherokee have been taken to a hospital after the Jeep collided with the bike on Santiago Canyon Road near Irvine Lake in an unincorporated area of eastern Orange County. Gina Aubrey of the Orange County Fire Authority said the bicyclist suffered moderate injuries, while the driver of the Jeep is probably in critical condition.

"(The bicyclist) got a free lesson on why you should wear a helmet," Aubrey said. Julia Tester, a Silverado Canyon resident, said she saw the Jeep hit the bicyclist from behind. The Jeep rolled over several times, she said. "He (the bicyclist) is the luckiest guy alive because he was not wearing a helmet," Tester said.
The bicycle, a carbon fiber Colnago, was broken in half. Lanes were closed after the crash. Santiago Canyon Road near Irvine Lake has since reopened. (Santiago Canyon Road at the 55 in both directions will be closed until 2 p.m. for construction work.)
The stretch of road, with a shoulder about 8 feet wide, is popular with bicyclists.

Bicycle Swap Meet 12/5/09

2009-11-10T09:51:00.001-08:00

Serfas is hosting a Bicycle Swap Meet on Saturday December 5, 2009 from 8am-Noon. We are expecting another large crowd. Come early to get the best deals. Perfect time to get a Christmas gift for the cyclist in your life...

For More Information please contact James Thomas jamest@serfas.com

Orange County Bicycle Swap Meet will be held on Saturday 12/5/09 from 8am-Noon at

Serfas

29752 Avenida De Las Banderas

Rancho Santa Margarita, Ca. 92688

Admission and Parking are FREE!