Author: Heather McFadden

  • PRECISION MEETS TITANIUM

    PRECISION MEETS TITANIUM

    Introducing T30 Titanium Cranks from White Industries

    Titanium has long held a special place in cycling. Known for its strength, durability, and unmistakable ride quality, it’s a material that rewards careful design and precise manufacturing. With the introduction of new titanium cranksets from White Industries, riders now have another way to experience the benefits of this remarkable material.

    These cranksets were developed through a collaboration between three American companies—Brunk Industries, Moots, and White Industries—each contributing decades of expertise in working with titanium. By combining stamping and forming, precision machining, and world-class welding, the team created a crankset that showcases the strengths of titanium in a drivetrain component.

    What Makes Titanium Special?

    Titanium is often described as the “forever material” in cycling, and for good reason. It offers an exceptional combination of properties that are difficult to replicate with other metals.

    First, titanium provides excellent strength-to-weight performance. While it’s not always about chasing the absolute lowest weight, titanium allows engineers to design components that remain strong and reliable without unnecessary bulk.

    Second, titanium is known for its outstanding fatigue resistance. Bicycle components are constantly subjected to repeated loads, and titanium’s ability to withstand those cycles over time makes it ideal for riders who demand longevity from their equipment.

    Third, titanium naturally resists corrosion and environmental wear. Whether riding through rain, mud, or long gravel miles, titanium maintains its integrity and appearance over years of use.

    Finally, there’s the ride feel. Titanium is well known for its ability to dampen vibration while maintaining stiffness where it matters, creating a smooth and refined riding experience.

    Bringing Three Specialties Together

    Creating a titanium crankset isn’t simply about choosing the material—it requires deep knowledge of how titanium behaves throughout the manufacturing process.

    The project began with Brunk Industries, whose precision stamping and forming capabilities are trusted in industries such as aerospace and medical. Their expertise made it possible to shape titanium with the accuracy and consistency required for high-performance bicycle components.

    From there, White Industries applied decades of experience in precision machining and drivetrain design to engineer the crank architecture and ensure compatibility with modern drivetrain systems. Known for tight tolerances and long-term serviceability, White Industries’ role ensured the crankset would perform reliably in real-world riding conditions.

    Completing the collaboration is Moots, whose reputation for titanium craftsmanship spans more than forty years. Their welding and fabrication expertise helped refine the structural integrity and finishing of the crankset, ensuring it meets the durability expectations riders associate with premium titanium products.

    Built to Last

    The result of this collaboration is a crankset that reflects a shared philosophy among all three companies: build products that endure. Rather than chasing trends or short product cycles, these titanium cranks are designed for riders who appreciate quality manufacturing and long-term reliability.

    Each crankset is produced through a combination of forming, machining, and welding processes carried out by American manufacturers dedicated to their craft. The finished product reflects the strengths of each partner and the possibilities that arise when specialized expertise is brought together.

    Titanium for the Long Ride

    For riders who value durability, precision, and timeless materials, titanium continues to stand apart. With these new cranksets, White Industries extends its tradition of carefully engineered components into a new category—one where titanium’s strengths can shine.

    Whether your bike sees long gravel miles, mountain adventures, or everyday rides, titanium cranks are built with the same goal that has guided White Industries since the beginning: components designed to last for the long ride.

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  • Getting more kids on bikes

    Getting more kids on bikes

    White Industries × NorCal League

    Some projects start with a product.
    This one started with a purpose.

    A small product with a bigger purpose.

    At White Industries, we’ve always believed that the future of cycling depends on access—on getting more people on bikes and keeping them there. That’s what led us to partner with the NorCal Interscholastic Cycling League, an organization that’s been doing exactly that for years.

    Their work is simple in principle, but powerful in impact: give kids the opportunity to ride, and everything else follows.

    Where Craft Meets Expression

    To support the NorCal League, we wanted to create something small, intentional, and meaningful.

    We partnered with Ashley Anodized It, known for transforming precision-machined parts into one-off pieces through custom anodizing. Each finish carries subtle variation—color, depth, and character that can’t be replicated at scale.

    The result is a limited run of custom top caps.

    Each one starts as a White Industries top cap—machined with the same attention to detail as the rest of our components—then finished individually. No two are exactly alike.

    When they’re gone, they’re gone.

    More Than a Finish

    This project isn’t just about color or customization.

    A portion of proceeds from every top cap goes directly to the NorCal League, supporting youth cycling programs across Northern California—helping fund coaching, equipment, and access for the next generation of riders.

    It’s a small part, but it connects to something bigger:

    • Supporting youth participation in cycling
    • Investing in long-term growth of the sport
    • Keeping riding accessible and inclusive

    Photo credit: Briana Marie Photography from the NorCal League

    Why It Matters

    Cycling doesn’t grow on its own. It grows through communities, programs, and opportunities—especially for younger riders.

    The NorCal League has been a driving force in that effort, creating a space where riding is about more than competition. It’s about confidence, connection, and time spent outside.

    That’s something we’re proud to support.

    Photo credit: Briana Marie Photography from the NorCal League

    A Limited Run

    This is a strictly limited release.
    Each piece is individually finished. Each top cap is unique. They come in two finishes: Oil Slick and Spreckles(Splatter/ Freckles).

    It’s a small detail on your bike—but one that carries a story.

    Ride It Forward

    If you pick one up, you’re not just adding a unique part to your build. You’re helping support the next generation of riders.

    And that’s something worth building for. Get yours while you can.

    Photo credit: Caroline Dezendorf

  • A Lifetime on Two Wheels: Tim Shaffer’s 1993 Fat Chance Build

    A Lifetime on Two Wheels: Tim Shaffer’s 1993 Fat Chance Build

    For Tim Shaffer, bikes have always been part of the story.

    Like a lot of riders, it started early—childhood days spent on two wheels, riding everywhere, all the time. And like many, that chapter paused during high school. But bikes have a way of finding their way back.

    For Tim, that moment came in 1986.

    Discovering Mountain Bikes

    When Tim first discovered mountain biking, it wasn’t just another way to ride—it was a whole new world.

    “I saw it as a way to explore, discover and most of all slide, jump and go fast on dirt trails, like a kid again!”

    That feeling stuck.

    By 1989, he entered his first NORBA-sanctioned race, and from there, he was hooked. His racing career spanned through the 1990s until retiring in 2002—a period he describes as the “glory years” of mountain bike innovation.

    The Era of Small Shops & Big Ideas

    Back then, mountain biking looked different.

    Before mass production and global supply chains dominated the industry, there were small machine shops across the country creating aftermarket components—parts that made bikes lighter, faster, and more personal.

    “Most of all cool and unique.”

    It was an era defined by experimentation, craftsmanship, and individuality. Riders weren’t just buying bikes—they were building them.

    Tim leaned into that fully, creating what he describes as “amazing, tricked-out race bikes” throughout those years.

    Still Building, Still Riding

    Fast forward to today, and not much has changed—except now, the builds are rooted in history.

    Tim still enjoys curating bikes from that era, bringing together components that defined a generation of riding.

    Which brings us to his latest build.

    The Bike: 1993 Fat Chance Wicked Lite

    At the center of this project is a 1993 Fat Chance Wicked Lite in gloss black.

    Originally built as a “wife’s bike,” it was found on Marketplace in remarkably good condition—low miles, well stored, and equipped with Shimano XT/DX components.

    A perfect starting point.

    Building It Right

    Tim approached this build the way many riders did in the early ‘90s—thoughtfully, intentionally, and with an eye for both performance and aesthetics.

    Front End & Wheels

    An early ‘90s Bontrager Switchblade fork sets the tone up front.

    The wheels are something special:

    • Custom-built with Nuke-Proof hubs (carbon front, titanium rear)
    • Laced to WTB Power Beam rims
    • Finished with polished Ringle Holy Stix skewers and matching seatpost binder bolt

    Drivetrain

    At the heart of the build is a full White Industries LMDS shifter/derailleur system, paired with:

    • Custom polished billet crank arms
    • Speed Metal titanium crank bolts
    • Adventure Components 38T chainring
    • Shimano HG chain
    • Shimano XTR 8-speed cassette
    • White Industries titanium bottom bracket

    It’s a setup that blends precision, durability, and unmistakable character.

    Braking & Details

    Braking is handled by Paul Components Stoplight cantilever brakes, front and rear, paired with Scott/Mathauser finned pads.

    Additional touches include:

    • Polished Ringle MOJO peace sign front hanger
    • Avid Tri-Align rear

    Details that feel right for the era—and still hold up today.

    Cockpit & Contact Points

    Up top, the build continues with carefully selected classics:

    • Chris King 1” polished headset
    • Ringle Zooka stem with 17° rise
    • Fat City Cycles handlebars
    • Paul Components Love levers
    • YETI grips

    The seat setup features a Syncros post paired with a mint Selle Italia Flite saddle.

    Rolling on Maxxis Holy Roller tires, with a Ringle H2O bottle cage to finish it off.

    The Result

    “What can I say? I think it came out awesome and it rides like a dream!”

    That’s really the goal.

    Not just a bike that looks right—but one that feels right. One that captures a moment in time while still delivering on the ride.

  • Sea Otter Classic 2026

    Sea Otter Classic 2026

    We’ll See You in Monterey

    Spring means one thing in cycling: Sea Otter Classic 2026 is around the corner.

    We’re looking forward to heading back to Monterey to connect with riders, builders, dealers, and longtime friends at one of the most anticipated cycling events of the year. The Sea Otter Classic has always been more than a trade show — it’s a gathering of the cycling community in all its forms, from racers to weekend riders to industry veterans.

    And we’re excited to be part of it again.

    Showcasing What We Build

    At Sea Otter Classic 2026, we’ll be showcasing the components that define White Industries: precision hubs, cranks, headsets, bottom brackets, and more — all manufactured in Petaluma, California.

    This year, we’re especially excited to share:

    • Our latest hub configurations
    • Updated component offerings
    • Limited edition product
    • Service tools and small parts that keep bikes rolling

    If you’ve been wanting to see our products up close — this is the place to do it. There’s no substitute for holding a hub in your hands, spinning it, and seeing the machining details in person.

    Built in Petaluma, Shown in Monterey

    The Sea Otter Classic 2026 gives us the opportunity to showcase what it means to manufacture under one roof. From raw material to finished product, nearly everything we produce happens in-house. Bringing those products to Sea Otter is a natural extension of that process — face-to-face conversations about how and why things are built the way they are.

    We’ll be there to answer questions about compatibility, serviceability, and long-term performance. Whether you’re a framebuilder, a shop mechanic, or a rider planning your next build, we’re happy to talk details.

    More Than a Booth

    Sea Otter isn’t just about product. It’s about community.

    We’re looking forward to:

    • Connecting with our community
    • Meeting new riders
    • Supporting dealers and partners
    • Walking the venue and seeing what others are building

    The Sea Otter Classic 2026 continues to be one of the best places to see where cycling is headed — and we’re proud to represent a steady, deliberate approach to building components that last.

    Come Say Hello In person

    If you’re attending Sea Otter Classic 2026, stop by and see us. Spin a hub. Ask a question. Talk shop.

    We’ll see you in Monterey.

  • Made Under One Roof

    Made Under One Roof

    How White Industries Builds Components in Petaluma, California

    Manufacturing isn’t just where something is made—it’s how decisions are made, problems are solved, and standards are upheld. At White Industries, nearly every step of the process happens under one roof in Petaluma, California, from raw material to finished component.

    This approach isn’t the fastest or the simplest. It is, however, the most consistent—and consistency matters when you’re building parts meant to be ridden for years.

    It Starts With Raw Material

    Every component begins as raw material: aluminum, steel, titanium. Material selection is deliberate and conservative, prioritizing stability, machinability, and long-term durability over novelty or cost savings.

    Because manufacturing happens in-house, material quality can be verified and controlled before a part ever touches a machine. That early oversight sets the foundation for everything that follows. Tolerances, finishes, and service life are all influenced by decisions made at this stage.

    Machining In-House, Start to Finish

    Once material is selected, it moves directly into machining—performed entirely in Petaluma. Hubs, cranks, chainrings, freewheels, bottom brackets, and small hardware are all precision-machined on-site.

    In-house machining allows for:

    • Tight control over tolerances
    • Immediate adjustments when improvements are identified
    • Consistency across production runs
    • Long-term stability of designs and specifications

    If something can be improved, it happens here—without waiting on overseas communication loops or third-party schedules.

    Process Control and Iteration

    Because design, machining, and assembly are physically close, feedback loops are short. A machinist can speak directly with engineering. Assembly feedback can inform machining adjustments. Problems are solved quickly and directly.

    This proximity matters. It’s how subtle refinements happen—changes that might never justify a new product launch but meaningfully improve durability, serviceability, or consistency.

    Inspection at Every Stage

    Quality control is not a single checkpoint at the end of production. Parts are inspected throughout the process:

    • During machining
    • After critical operations
    • Before assembly
    • After final assembly

    This layered approach catches issues early, reduces waste, and ensures that finished components meet the same standards batch after batch.

    Assembly Where It’s Made

    Final assembly also happens in Petaluma. Bearings are installed, mechanisms are assembled, tolerances are checked, and components are prepared for service life.

    Because assembly is in-house, components are built with serviceability in mind from the start. Replacement parts, documentation, and long-term support aren’t afterthoughts—they’re built into the system.

    The One Exception: Anodizing

    The only step that happens outside our facility is anodizing.

    Anodizing requires specialized chemical processing that is best handled by trusted partners who meet environmental and quality standards. Finished machined parts are sent out for anodizing and then returned to Petaluma for final inspection and assembly when applicable.

    Even here, control remains important. Finishes are specified carefully, batches are tracked, and returned parts are inspected to ensure they meet our standards before moving forward.

    Why One Roof Matters

    Keeping nearly the entire manufacturing process under one roof provides real benefits to riders and partners alike:

    • Consistency: Fewer variables mean more predictable performance.
    • Longevity: Stable designs and tight tolerances support long service life.
    • Serviceability: Replacement parts and support remain available long-term.
    • Accountability: Problems are owned and solved internally.
    • Continuity: Products aren’t constantly changing due to supply-chain pressure.

    This approach also insulates production from many of the disruptions that affect globally fragmented manufacturing—tariffs, shipping delays, and sudden supplier changes.

    A Deliberate Way of Working

    Manufacturing everything possible in Petaluma isn’t about nostalgia or marketing claims. It’s a practical choice rooted in how we believe components should be made: thoughtfully, carefully, and with long-term use in mind.

    From raw material to finished product, nearly every step happens here. It’s slower. It’s more hands-on. And it’s exactly why our components are built the way they are. Made under one roof.

  • Serviceability matters

    Serviceability matters

    Serviceability is often treated as optional. We see it as essential.

    Bicycle components experience wear—it’s unavoidable. Bearings see thousands of rotations, seals are exposed to dirt and moisture, and small tolerances matter more over time. The difference between a disposable part and a serviceable one is what happens next.

    Serviceable components are designed to be maintained, rebuilt, and returned to proper function rather than discarded. That extends product life, reduces waste, and allows riders and mechanics to address issues before they become failures.

    At White Industries, rebuildability is part of the design process. Bearings are replaceable. Freehub components are accessible. Documentation is clear. The goal is simple: keep good parts in use for as long as possible.

    This approach benefits riders in practical ways. It lowers long-term ownership cost, ensures consistent performance, and allows components to adapt to changing conditions rather than being replaced prematurely. It also supports bike shops and mechanics who value repair over replacement.

    Serviceable design requires more upfront consideration, but it pays off over time. Components that can be maintained don’t just last longer—they perform more consistently across their lifespan.

    When riders can service their equipment, they gain confidence in it. And confidence matters when a bike is part of daily life.

    Check out our tech docs.

  • Built to last

    Built to last

    Longevity isn’t accidental. It’s the result of deliberate decisions—materials chosen for durability, tolerances held tightly, and designs that anticipate years of use rather than a single season of riding.

    At White Industries, we design components with the expectation that they’ll be ridden daily, serviced regularly, and relied upon long term. That mindset shapes everything from how parts are machined to how easily they can be rebuilt. A component that lasts longer reduces waste, lowers lifetime cost, and earns trust through consistent performance.

    Trends come and go quickly in cycling. New standards appear, aesthetics shift, and marketing language evolves. Longevity cuts through all of that. A hub or crank should do its job quietly and reliably, year after year, without demanding attention or replacement.

    Durable components aren’t just about strength—they’re about predictability. Consistent bearing alignment, stable engagement, and materials that wear evenly all contribute to parts that age well instead of failing unexpectedly. These details often go unnoticed when everything is working correctly, which is exactly the point.