Celebrating Cycling Craftsmanship, & Community
Every year, the MADE Show brings together some of the most innovative builders, designers, and component manufacturers in cycling. It’s a place where craftsmanship takes center stage, conversations spark new ideas, and every bike tells a story.
This year’s event was no exception.
From the moment the doors opened, our booth was filled with passionate riders, custom frame builders, industry friends, and longtime White Industries supporters who stopped by to see what we’ve been working on. Thank you to everyone who took the time to visit, ask questions, and share stories—we always leave MADE inspired by this incredible community. Big thanks to the MADE crew who make this all happen!
One of the most entertaining parts of MADE was our little RC car, which quickly became a rolling billboard for all our industry friends. We spent the weekend cruising around, delivering drinks, handing out stickers, and collecting stickers from some of the awesome brands and builders at the show. By the end of the weekend, that little car was absolutely covered in stickers—and had become a pretty perfect representation of the camaraderie, creativity, and downright fun that makes the cycling industry so special. It was a blast crawling around the show floor and getting to share a few laughs, cold drinks, and stickers along the way.
Desert Sage Takes Center Stage
One of the biggest highlights of the weekend was the debut of our Limited Edition Desert Sage collection.
Inspired by the Eastern Sierras, Desert Sage offers a fresh take on our signature anodized finishes. Under the twinkle lights of the show—and especially when paired with a Significant Other frame—the color struck the perfect balance between understated and unmistakable.
Throughout the weekend, Desert Sage became one of the most talked-about finishes in our booth. Riders loved how versatile it looked, complementing everything from raw titanium and polished aluminum.
As a limited-edition color way, Desert Sage represents what White Industries loves most: creating products that are as timeless in style as they are in performance.
A Crowd Favorite: The Significant Other Bike
Another standout attraction at our booth was the beautiful Significant Other bicycle on display.
The bike quickly became a favorite among attendees, drawing people in with its clean lines, thoughtful details, and cohesive component selection. It perfectly showcased what happens when exceptional frame craftsmanship meets precision-machined components.
From the Desert Sage accents to the carefully curated finishing kit, the build embodied the spirit of MADE—where artistry and engineering come together to create something truly unique.
Watching people stop, study every detail, and snap photos reminded us why custom bicycles continue to inspire so much passion within the cycling community.
A Show Stopper, All The Way From Namibia
The Onguza build is a beautiful example of what happens when thoughtful frame design meets carefully chosen components. Built with a clear focus on function, craftsmanship, and timeless aesthetics, the bike pairs the distinctive character of the Onguza frame with White Industries components to create a cohesive build that’s ready to be ridden and admired. From the precision-machined hubs to the finishing touches throughout the bike, every detail feels intentional—proof that a great bike is more than the sum of its parts.
Talk about a little MADE magic!
One of the most fun surprises of the show was our Golden Ticket giveaway. We hid a bunch of golden tickets all around the MADE show floor, and watching people hunt for them and get increasingly determined to find them was seriously entertaining.
It was such a fun way to bring a little extra playfulness to an already incredible weekend. Thanks to everyone who joined in the hunt—and congratulations to our lucky winners.
Sometimes the best part of a bike show is finding something you weren’t even looking for.
Conversations That Matter
One of the best parts of MADE isn’t just displaying products—it’s connecting with the people who ride them.
We had the opportunity to speak with custom builders about future projects, reconnect with longtime dealers, meet riders building their dream bikes, and hear firsthand how White Industries components have become trusted companions on adventures around the world and for decades of use.
Those conversations reinforce why we continue to design, machine, and assemble products in Petaluma, California. Building exceptional components is only part of what we do. Supporting the builders and riders who choose them is equally important. We appreciate you all so much!
Godfathers of Mountain Biking
One of the many highlights of MADE was having Steve Potts and Doug White together at the White Industries booth, sharing stories about their roots and the early days of mountain biking. These two legends were there when the sport was taking shape, helping define the bikes, components, and culture that would become the foundation of modern mountain biking. Hearing them talk about those early days, the people involved, and how it all began was a pretty special reminder of just how much history lives within our cycling community. It was an honor to have them there—and even better to hear the stories straight from the source.
Doug may be half-retired, but he’s definitely not sitting still. After decades of building White Industries from the ground up, he’s handed the reins to his son, Alec White, who has taken the company into its next chapter and is absolutely crushing it. Alec is carrying forward the same commitment to quality, American manufacturing, and thoughtful engineering while bringing his own energy and vision to the brand. It’s pretty cool to see the next generation leading the way.
Thank You
To everyone who visited our booth, admired the two beautiful bikes in our booth, the Significant Other and the Onguza, checked out the new Desert Sage collection, or simply stopped by to say hello—thank you.
Big thanks to the MADE crew that makes it all happen!
Your enthusiasm, kindness( This community is so special), feedback, and passion for beautifully crafted bicycles make events like MADE so special.
We left inspired, energized, and excited for what’s next.
If you didn’t have the chance to see our latest products in person, keep an eye on our website and social channels as we’ll be sharing more from the show, including closer looks at the Limited Edition Desert Sage Collection, our newest product releases, and the incredible bikes that made this year’s MADE Show unforgettable.
Here’s to another incredible year of craftsmanship, collaboration, and building bikes that are made to be ridden for years to come.
Built to Last. Made by White Industries.
