New Serfas Locks are in stock now...

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...

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

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

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

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.
">

Reminder - OC Bicycle Swap Meet is Saturday

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!

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!

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...

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!

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...

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

MSRP $130

All Hail broke loose on Friday...

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?

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

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

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

Return of the "Royalty Chair"

Introducing Tracie Stephenson...

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...

I ♥ Space Mountain

Serfas Optics Video Review

Who is that in the Royalty Chair?

Serfas Saddleback Moutain Bike Shoes

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

Introducing Travis Swartwood...

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!!!

href="http://">


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

New Serfas "Aspect" in stock now...

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...

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

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

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.