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 from 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.
