Ever wonder what goes into making a White Industries component? Come on in.
There’s a lot more to making a bicycle hub, crankset, or bottom bracket than meets the eye. Behind every finished component is a whole lot of engineering, machining, problem-solving, and attention to detail. And, of course, a pretty great team of people who know their way around a machine shop.
In our latest video, Alec White, CEO of White Industries and son of founder Doug White, takes you inside our Petaluma, California facility for a behind-the-scenes look at where the work happens.
A Look Behind the Machines
From raw materials and CNC machining to finishing, assembly, and the people who bring it all together, the shop tour offers a closer look at how White Industries components are made.
Alec walks through the facility, sharing insight into the processes, equipment, and philosophy that guide our approach to manufacturing. It’s a chance to see the details that often go unnoticed once a component is installed on a bike—but make all the difference in how it performs.
We’ve always believed that great products start with thoughtful design and a commitment to doing things right. Keeping our manufacturing close to home allows us to stay hands-on throughout the process, maintain control over quality, and keep refining the way we make things.
Family Roots. A Team Effort.
White Industries was founded by Doug White in 1978. What started as a small operation has grown into a dedicated manufacturing team, but the core idea remains the same: design and build high-quality bicycle components that are made to last.
Today, Alec leads the company, carrying that original spirit forward while continuing to develop new ideas, improve processes, and guide White Industries into its next chapter.
And while Alec may be showing you around, he’s quick to point out that it takes the whole crew to make it happen. Every department, every machine, and every set of hands plays a part in getting a finished component out the door.
Take the Tour
Whether you’re a longtime White Industries fan, a curious bike nerd, a framebuilder, or simply interested in how things are made, we think you’ll enjoy getting a look inside the shop.
So grab a coffee, settle in, and let Alec show you around.
Thanks for taking the time to visit our little corner of Petaluma. We’re proud of what we make, but we’re even prouder of the people who make it happen.
Made under one roof. Built to last.
