At White Industries, we’ve always believed that how something is made matters.

For more than four decades, we’ve been designing, machining, assembling, and testing bicycle components in Northern California. While many products today travel across multiple continents before reaching a rider’s bike, we’ve remained committed to keeping manufacturing close to home, maintaining control over quality, and building products that are made to last.

Recently, YouTubers Josh Reid and Nick Vieri friends of Enduro Bearings stopped by our Petaluma facility to get a behind-the-scenes look at how White Industries components come to life. The resulting factory tour offers a rare glimpse into the machines, processes, and people that make White Industries what it is today. Check out Inside White Industries video below.

More Than a Factory

Walking through the White Industries facility, one thing becomes immediately apparent: every product has a story.

It starts with raw material and a design concept, but it comes to life through countless manufacturing steps. From CNC machining and finishing to assembly and inspection, every component passes through the hands of skilled team members who care deeply about the final product.

While modern manufacturing relies on advanced technology, it’s the experience and attention to detail of the people behind the machines that ultimately define the quality of a White Industries component.

Manufacturing Under One Roof

One of the things that makes White Industries unique is how much of the process happens in-house.

By keeping machining, assembly, quality control, and operations under one roof, we’re able to maintain the tight tolerances and consistency riders have come to expect from our hubs, cranksets, chainrings, headsets, and other components.

This approach also allows us to innovate quickly, solve problems efficiently, and continually refine our products. Every decision is made with durability, performance, and long-term reliability in mind.

Built for Riders, By Riders

At its core, White Industries has always been a company built by people who ride bikes.

Many of the products we make today were born from a desire to create components that didn’t exist elsewhere or to improve upon existing designs. That rider-first mindset continues to guide product development today.

The Value of Local Manufacturing

Manufacturing in California isn’t always the easiest path, but it’s one we’re proud to continue pursuing.

Producing components locally allows us to maintain close oversight of every stage of production while supporting skilled manufacturing jobs in our community. It also enables us to build stronger relationships with suppliers, respond quickly to customer needs, and remain accountable for the products that carry the White Industries name.

For us, local manufacturing isn’t a marketing slogan—it’s a commitment to craftsmanship, quality, and doing things the right way.

Take the Tour

We’re grateful to the Enduro Bearings crew(Make sure to give them a follow) for taking the time to visit our facility and share a glimpse of what goes on behind the scenes. Whether you’re a longtime White Industries customer or discovering the brand for the first time, the factory tour provides a unique perspective on the work, precision, and passion that go into every component we make.

The next time you spin a White Industries hub, shift through a White Industries crankset, or admire a freshly built wheelset, you’ll have a better understanding of the people and processes behind it.

Because at the end of the day, every component tells a story—and ours starts right here in Petaluma, California.

This past weekend, we headed to Portola, California for another incredible edition of Lost and Found Gravel, hosted by Sierra Buttes Trail Stewardship. Set against the backdrop of Portola and the rugged Lost Sierra landscape, the event once again brought together riders from across the country for one of gravel cycling’s most iconic weekends.

Lost and Found continues to be one of the premier gravel events in the country, not only because of the stunning terrain and challenging routes, but because of the people behind it. Sierra Buttes Trail Stewardship has built something truly special in the Lost Sierra, creating an event that celebrates adventure, community, and a shared love of riding bikes. Beyond race weekend, SBTS works year-round to build, maintain, and advocate for trails that benefit cyclists, dirt bikers, hikers, and outdoor enthusiasts alike. Their commitment to expanding access to world-class riding while investing in local communities is something we deeply admire, and we’re proud to support an organization that does so much to strengthen and grow the cycling community.

The festivities kicked off on Friday with the shakeout ride(Thanks Nicole and Patrick), where more than 100 riders rolled out to preview the terrain, spin their legs, and enjoy the community that makes Lost and Found so special. White Industries was proud to host an aid station along the route, offering refreshments, snacks, and a chance to connect with riders before the big day.

Have you seen Curtis from Retrotec and his Triumph at Lost and Found? He drove it from Napa up to Portola on Friday morning just for the shake out ride. Don’t worry he left at 5:15am to beat the heat!

Saturday morning saw more than 1,000 riders line up at the start, ready to tackle routes ranging from challenging 40, 60 miler or the full 100-mile epic. As the day progressed, temperatures steadily climbed, adding another layer of difficulty to an already scenic course.

Dusty roads, long climbs, and relentless heat tested riders throughout the day, but the determination and positive spirit of the gravel community never wavered as you can see as White Industries Ambassador Tydeman Newman wheelied through our aid station!

We spent Saturday at Aid Station #2 supporting the brave riders taking on the 100-mile route. Equipped with pickle juice for cramp prevention, fresh caprese bites for a change from Gu energy gels, and plenty of Dumonde chain lube to keep drivetrains running smoothly through the dust, our team was there to help riders keep moving toward the finish line. Whether someone needed a quick mechanical check, a salty snack, or just a few words of encouragement, it was rewarding to play a small part in so many successful rides.

Events like Lost and Found are a reminder of what makes cycling special. Beyond the miles, the elevation gain, and the finish times, it’s the people who make these weekends memorable.

We’re grateful to Sierra Buttes Trail Stewardship for continuing to put on such a world-class event and for their ongoing work building and maintaining trails throughout the Lost Sierra region.

Thank you to everyone who stopped by our aid stations, shared stories, grabbed a caprese bite, or simply said hello. We look forward to seeing you out on the gravel again soon. And thanks so much for the White Industries crew of volunteers, Glyn, Kasey, Ed, Britney, and STBS volunteers Michelle and Neil for helping out! Couldn’t do it without this crew! (Insert hand heart emoji here).

That river never felt so nice after such a long day out there.

It was a fun filled event and the expo was the perfect zone to hang out in the cool grass and watch the amazing band play and eat some amazing food provided by local vendors! Already excited to be there for 2027!

White Industries is stoked head back to California’s Premier Gravel Event

White Industries is heading back to Lost and Found Bike Ride for another weekend of gravel racing, vast views, and great community in Portola.

Lost and Found is one of California’s top gravel events. The course features fast fire roads, rough descents, steady climbs, and remote Sierra Nevada terrain. Each year, riders from across the country travel to Portola for the challenge and the experience and the snacks at the aid station.

Supporting the Gravel Cycling Community

White Industries proudly supports events that bring riders together. Lost and Found Gravel celebrates adventure, craftsmanship, and community-driven cycling culture. The event creates an atmosphere that feels welcoming from start to finish.

During the weekend, the White Industries crew will showcase our latest hubs, cranks, headsets, bottom brackets, and drivetrain components. Every product is manufactured in Petaluma.

Stop by the booth to check out new bike builds, discuss gravel gearing, and connect with the team behind the products.

Gravel Riding Continues to Drive Innovation

Gravel riding continues to shape modern bike design and rider creativity. Events like Lost and Found Gravel inspire everything we do at White Industries.

Some riders come to race. Others come to explore new roads or complete their first gravel event. No matter the goal, the weekend captures the freedom and adventure that make gravel riding special.

Visit White Industries at Lost and Found Gravel

We look forward to supporting riders, reconnecting with friends across the cycling industry, and spending another weekend in the Sierra Nevada.

If you’re attending Lost and Found this year, make sure to stop by and say hello. We will be out on course aiding the riders as they complete the 100 miler course.

We’ll see you in Portola.

Every once in a while, a bike comes along that stops you in your tracks.

Not because it’s flashy—but because it’s different.

The Marin Stayer is one of those bikes.

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Built for the Unexpected

At first glance, it looks like a familiar drop-bar adventure bike. But take a closer look, and you’ll notice something unusual:

Two headsets.

Yes—two.

It’s a design choice that immediately raises questions, and that’s exactly the point. The Stayer isn’t built to follow expectations. It’s built to expand them.

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Why Two Headsets?

The dual-headset setup is part of what makes this bike so versatile.

It allows for a unique front-end configuration that gives riders more options in how they set up and ride the bike—whether that’s for long-distance touring, mixed terrain, or simply experimenting with geometry and control.

It’s not about complexity for the sake of it. It’s about function, adaptability, and pushing boundaries.

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The Right Components for the Job

When a bike steps outside the norm, every component matters even more.

This build features:

• White Industries hubs
• White Industries headsets (both of them)

It’s a natural fit.

At White Industries, components are designed to be durable, serviceable, and consistent over time—qualities that become even more important on a bike like this.

Whether it’s the smooth engagement of the hubs or the precision and reliability of the headsets, these are parts built to handle long miles and evolving setups.

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A Bike That Invites Curiosity

The Marin Stayer isn’t trying to be everything to everyone.

It’s for riders who like to ask questions. Who enjoy experimenting. Who see their bike as something that can evolve over time.

It’s a platform for creativity.

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More Than a Feature

What stands out most about this build isn’t just the dual headsets or the unique layout—it’s the intention behind it.

A willingness to try something different.
A focus on function over convention.
And a commitment to building something that works.

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Final Thoughts

Bikes like the Marin Stayer remind us that innovation doesn’t always come in loud ways.

Sometimes it’s subtle.
Sometimes it’s unexpected.
And sometimes… it comes with two headsets.

And when it does, it’s worth taking a closer look.

Big thanks to Marin Bikes for building this rad bike and including us in it.

Precision Details. Everyday Reliability. Made to Last.

At White Industries, we’ve always believed the smallest components can make the biggest difference. The new Seat Collars are a perfect example of that philosophy — a refined, purpose-built component designed to quietly do its job ride after ride, year after year.

Machined in-house from 6061 aluminum, the new White Industries Seat Collars bring together clean aesthetics, dependable clamping force, and the same attention to detail riders have come to expect from every part that leaves our shop in Petaluma, California.

Built for the Long Haul

A seat collar might not be the flashiest part on your bike, but it’s one of those components you never want to think about once installed. Whether you’re grinding up steep fire roads, hammering through rough singletrack, or lining up at your local race, reliability matters.

The new White Industries Seat Collars are engineered for consistent, even clamping force while minimizing unnecessary weight. The precision-machined design helps reduce stress on your frame and seatpost while keeping everything secure where it belongs.

Available in multiple sizes and anodized color options, these collars are designed to complement modern builds while adding a subtle touch of White Industries style.

Made In-House, Start to Finish

Like all White Industries components, the new Seat Collars are manufactured entirely in-house. From machining and polishing to anodizing and laser engraving, every step happens under one roof.

That means tighter quality control, better consistency, and components we’re proud to stand behind.

Polished in-house and engraved — not etched — every collar reflects the same craftsmanship and attention to detail found across the White Industries lineup.

Designed to Match Your Build

The new collars are available in a range of anodized finishes to pair perfectly with hubs, headsets, cranks, and other White Industries components. Whether you prefer a stealthy monochrome build or want a pop of color to tie everything together, there’s an option for every bike.

From gravel rigs and trail bikes to custom steel dream builds, these collars are built to fit seamlessly into the bikes riders care most about.

Small Part. Big Difference.

The best bike components are often the ones you stop noticing because they simply work. The new White Industries Seat Collars are built with that exact mindset: simple, durable, beautifully machined, and ready for years of riding.

Because every detail matters.

Explore the new Seat Collars now.

By: Erik Mathy

Some bikes are built to ride.
Some are built to last.
And some are built to tell a story.

This one does all three.

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A Name With Meaning

“The B.A.L.L.(er)”—short for The Bay Area Love Letter—is exactly what it sounds like: a tribute to the place, the people, and the culture that shaped it.

The name follows the (in)famous acronym style made popular by Bay Area legend Sky Yaeger, a nod to a region that has long influenced the direction of cycling—from product design to the way people ride.

This build leans into that legacy, bringing together as many Bay Area-based brands as possible.

At its core, it’s a reflection of community.

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Built Close to Home

The parts list reads like a map of Northern California craftsmanship.

Components from White Industries, Wilderness Trail Bikes, Paragon Machine Works, Ritchey Logic, Enduro Bearings, and Outer Shell all find their place here.

There’s also a thoughtful mix of pieces from beyond the Bay—Wolf Tooth pedals, Ritte rims, SimWorks bottle cages, a Swift Industries bag, and a custom cap from Yellowbird Threadworks—each chosen with intention, not excess.

Nothing here feels random. Every part belongs.

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A Component With History

Among all the new parts, one piece stands apart.

The White Industries square taper ENO cranks.

Originally purchased in 2010, they were part of a Gen 1 Salsa Fargo built for the Tour Divide—a bike that opened the door to a completely new way of riding.

That bike is long gone. The cranks are not.

Still going strong, they now live on in this build—proof that well-made components don’t just last, they carry stories forward.

There’s something fitting about that: a locally made, long-lasting part finding its place on a custom bike built with the same mindset.

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Paint, History, and Personal Roots

The paint scheme draws inspiration from a 1991 Bridgestone RB-1, executed by NYF Painting in Madison, Wisconsin.

Madison happens to be home.

So while this bike is deeply rooted in the Bay Area, it also carries a piece of where it all started.

And even that RB-1 reference circles back—the original Bridgestone designs were shaped by Grant Petersen, a long-time Bay Area figure and founder of Rivendell.

Everything connects.

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Details That Matter

Beyond the components and paint, this bike carries something more personal.

Subtle Easter eggs are worked throughout the frame:

• Nicknames of people who’ve had a lasting impact
• Symbols representing four places lived across the Bay
• Drawings from family—his son and wife—on the top tube
• And a phrase that says it all:

“Ride Slow, Take Photos.”

It’s not just a bike. It’s a record.

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Thirty Years in the Making

After 30 years of riding, this is the first true custom build.

Not rushed. Not overdone. Just carefully considered, piece by piece.

“I couldn’t have asked for a better result.”

And that’s the point.

Not just building something new—but building something that reflects where you’ve been, what you value, and how you ride.

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More Than a Bike

The B.A.L.L.(er) isn’t about trends or specs.

It’s about:

• Place
• People
• Craft
• And time

A reminder that the best bikes aren’t just assembled—they’re shaped by experience.

And sometimes, the parts you’ve had the longest end up meaning the most.

There are race weekends, and then there are weekends that feel like a full celebration of mountain bike culture.

The Marinduro 2026 in Fairfax was exactly that.

Hosted by the Marin Trail Stewards, this year’s event brought together more than 450 riders across categories ranging from Pro to Sport class, all converging on the birthplace of mountain biking for a weekend built around trails, community, and good people on bikes.

And White Industries was proud to be part of it.

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More Than a Race

The Marinduro has always been more than timed stages and podiums. Events like this are reminders of what makes mountain biking special in the first place—shared effort, trail stewardship, local culture, and the simple excitement of spending a day outside on a bike.

With riders lining up from early morning, Fairfax was buzzing all weekend. Vans packed the streets, bikes filled up the amazing bike valet, and conversations about tire pressure, line choice, and post-race burritos filled the air.

Conditions were prime, the trails were running fast, and the energy throughout the venue stayed high from start to finish. Big thanks to all the volunteers that make this event happen.

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Supporting Riders Along the Way

This year, White Industries showed up to support riders with our Stoke Station—a place to regroup, refuel, and keep the energy high throughout the event.

Whether riders needed a quick adjustment, thanks to Marin Bikes, a snack, a little encouragement before the next stage, or just a place to hang for a minute, the goal was simple: support the people out there putting in the miles.

That’s what this event is all about and maybe a few cute dogs in backpacks(Meet Eva).

We’ve always believed bikes bring people together, and nowhere is that more obvious than at events like the Marinduro in Fairfax, CA.

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Afterparty & Podium Celebration

After the dust settled and the final riders rolled in, the weekend shifted into celebration mode at Split Rock Tap & Wheel for the afterparty and podium celebration. Thanks Peter and Ryder Lucas from Marin Service Course for holding down the fort while we will still at the Stoke Station.

The post-race atmosphere was filled with brews, smiles, glitter( thanks Gabby), and lots of laughs!

The podium party capped off an already incredible day and served as a reminder that events like this only happen because of passionate local organizations, volunteers, and riders who continue showing up year after year.

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Supporting Marin Trail Stewards

A huge thank you goes out to Marin Trail Stewards for organizing another outstanding event, the best one yet! Taylor aka the Burrito Boy delivered burritos by bike to all the volunteers on the course. Marin Trail Stewards always thinking of others!

Organizations like Marin Trail Stewards play a critical role in keeping trails open, maintained, and sustainable for future riders. Their work extends far beyond race day and directly supports the long-term health of mountain biking in Marin County.

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Why These Events Matter

The Marin Enduro brought together riders of every level, from elite racers to first-time competitors( Way to go Juli), all sharing the same trails and same excitement for riding bikes.

That sense of connection matters.

And we’re already looking forward to next year.

Grass Valley delivered everything this year.

At the TDS event, conditions ran the full spectrum—dry and fast in the sun, slick and technical in the mud, and just enough rain to keep riders on their toes. It was the kind of weekend that tested not just fitness, but adaptability and all around skill.

And it brought out a crowd like we’ve never seen. Big thanks to the Sanchez family for putting on such a fabulous event for the past 12 years!

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Stages That Had It All

From the start, the stages demanded attention. Riders faced changing terrain throughout the day—sections that were fast and flowing quickly turned into muddy, unpredictable stretches as the weather shifted from Saturday to Sunday.

It was a true all-conditions race:

• Dry, dusty climbs on one day
• Slick, rocky, technical descents
• Rain-soaked muddy sections that kept everyone honest the next day

The kind of riding where equipment matters—and so does experience.

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A Crowd Like No Other

What stood out just as much as the racing was the energy around it.

The spectator turnout was massive. Fans lined the course, packed into key sections, and brought a level of excitement that elevated the entire event. From start to finish, riders were met with cheers, encouragement, and a level of stoke that made it feel bigger than ever.

It’s a sign of how strong the community is—and how much events like this continue to grow.

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Marco Osborne Takes the Win

At the front of it all was Marco Osborne.

Riding with control and confidence through constantly changing conditions, Marco put together a performance that stood out from the start. It was within seconds of third and second place with all 11 stages. Where others hesitated, he committed—carrying speed through technical sections and staying smooth as the course evolved.

It wasn’t just fast—it was composed and calculated.

And when it mattered, he delivered.

See full results here:

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Racing in Real Conditions

This wasn’t a perfect-weather race—and that’s what made it better.

The mix of sun, mud, and rain created a course that rewarded riders who could adapt, read the terrain, and trust their setup. It was a reminder that some of the best racing happens when conditions aren’t predictable.

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Why It Matters

Events like TDS in Grass Valley highlight what makes mountain biking special:

• Challenging terrain
• Unpredictable conditions
• A strong, passionate community of spectators

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Looking Ahead

From the biggest crowd we’ve seen to a standout performance from Marco, this year’s TDS event was one to remember.

Grass Valley showed up. The riders delivered. And the conditions made it unforgettable.

We’ll be thinking about this one for a while. Now time for some sleep.

Every year, the Sea Otter Classic brings together just about everything we love about bikes—riders, builders, industry friends, and a shared appreciation for time spent on two wheels.

This year in Monterey delivered all of that and more.

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Four Days of Sun and Riding

It’s not always a guarantee, but this year brought near-perfect conditions—clear skies, warm sun, and just enough coastal breeze to remind you where you were. From the first morning to the final lap, the energy across the venue felt strong.

The trails were busy, the expo was full, and everywhere you looked there were people riding, talking bikes, and reconnecting.

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Seeing Old Friends, Meeting New Ones

Sea Otter has always been as much about community as it is about products.

We had the chance to catch up with longtime friends, meet new riders, connect with dealers and partners, and spend time with people who genuinely care about how things are made and how they ride.

Those conversations—on the grass, in the booth, out on the trails—are what make the event what it is.

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Camp Life, Tacos, and Good Company

Some of the best moments didn’t happen on the show floor.

Friday night at camp turned into a full-on taco party—good food, cold drinks, and a lot of laughter after a long day. One of the best parts? Being able to walk straight from the venue to dinner and happy hour without missing a beat.

It’s those simple moments—shared meals, easy conversations, and a tight-knit community—that really make Sea Otter special.

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A Big Moment: Titanium Cranks

This year was especially meaningful for us with the launch of our new titanium cranks.

Seeing them in person, talking through the details, and watching people interact with them throughout the weekend was a highlight. There’s something different about putting a product directly in riders’ hands—feeling the weight, seeing the finish, understanding how it fits into a build.

The response was overwhelmingly positive, and it was clear that the time and attention put into developing them resonated.

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A Weekend That Reminds Us Why We Do This

Between the riding, the conversations, and the energy of the event, Sea Otter continues to be a reminder of why we do what we do.

It’s about more than components.
It’s about the people who ride them, build with them, and care about the details.

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Looking Ahead

We left Monterey feeling grateful—grateful for the weather, the turnout, the support, and the opportunity to share what we’ve been working on.

To everyone who stopped by, asked questions, took a closer look, or just said hello—thank you.

We’re already looking forward to next year, but first we need to recuperate a little bit.

Big thanks to Gene Torno for these fabulous candid photos!

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.

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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.

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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

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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

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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.

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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