Serotta’s Howard Berkowitz

Serotta has pioneered almost every custom bicycle frame innovation over the past forty years. They have always set the bar for accuracy, build quality and finish for all others to compare. In May this year Serotta made a big shift as interim CEO Howard Berkowitz stepped in for founder Ben Serotta. Ben continues with the company focusing on their creative vision and innovation, and now that Berkowitz has taken the helm, we wanted to learn more about him and the direction he’s looking to take Serotta.

At 47 years old with 25 successful years in corporate sales and management, Berkowitz considers himself the black sheep of the family. He comes from a family of teachers, doctors and nurses, so moving up the ranks working with Fortune 500’s wasn’t exactly the track he was expected to follow. It turns out that ultimately the work he found most exciting had something to do with making a difference for others anyway. At his previous position with Zimmer, a medical device distributer, he found himself consulting with physicians, observing hi-tech surgeries and even meeting patients. Continue reading →