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Vision & Values

Serfas was founded upon two principles: exceptional customer service and innovative products.

With backgrounds in retail, founders Ray and Domino set out to create a company that put its dealers and customers first.  Twenty years later this philosophy remains steadfast and readily apparent in Serfas company policies, educated staff, and personal touches on all levels. Serfas is dedicated to its dealers success and customer satisfaction.

Serfas strives for continuous product improvement, design, and innovation. Through careful analysis of industry trends and working beside the best sales force and manufacturers, Serfas remains a cycling product pioneer. Serfas guarantees its dealers and their customers are getting the highest value in the product they purchase and sell. As we look to the future we strive to become a household name for retailers and consumers alike.