We make a lot of parts at White Industries. So, naturally, we thought the best way to celebrate them was to ask the people who know them best:
What’s your favorite White Industries product, and why?
The answers were pretty different—and that’s what makes them fun.
Matt: The Freewheel
For Matt, the Freewheel is more than just a favorite. It’s the product that changed his life.
There’s something pretty special about a component that becomes part of your story. For Matt, the Freewheel represents the engineering, durability, and serviceability that have made White Industries products stand the test of time.
Matt’s pick: The Freewheel.
Lynette: The Track Hub
For Lynette, it’s all about elegance.
The Track Hub is a beautiful combination of thoughtful engineering and timeless design. From its polished finish and high-flange profile to the carefully considered details, it’s a component that looks just as good sitting on a workbench as it does spinning around a velodrome.
Lynette’s pick: The Track Hub.
Heather: The Seat Collar
Heather’s favorite has a little more personal history behind it.
The Seat Collar was the first White Industries product she saw go from raw material to finished product. Watching the process firsthand—from machining and finishing to assembly and inspection—was her first real look at the craftsmanship and attention to detail that goes into every component we make.
Sometimes seeing how something is made changes the way you look at the finished product.
Heather’s pick: The Seat Collar.
Doug: Another Freewheel
When asked Doug’s favorite product, it was super easy for him to reply.
“The Freewheel, because you sell it the customer and never hear from them again.” And if that isn’t a testament to White Industries philosophy of built to last, we don’t know what is.
When a product is so good, you never hear from the customer again… that says something about the durability and reliability of the product.
Doug’s pick: The Freewheel
Alec: The T30 Titanium Cranks
Alec’s pick is the T30 Titanium Cranks, a pretty fitting choice for the next generation of White Industries.
Precision-machined in Petaluma, the T30 brings together premium titanium, lightweight performance, and timeless design. It’s a great example of how we continue to evolve while staying true to the things that have always mattered to us.
Alec’s pick: The T30 Titanium Cranks.
Different Parts. Different Stories.
What we love most about these answers is that there isn’t one right choice.
For some, it’s the product that started the company. For others, it’s a beautiful piece of engineering, a product that changed their life, or simply the first time they saw raw material become something they could ride.
That’s the fun of making bicycle components. The parts may be small, but they become part of bigger stories—rides, races, adventures, bikes, and memories.
And after nearly five decades of making components in Petaluma, we’re pretty proud that our staff still has strong opinions about their favorites.
What’s your favorite White Industries component?
Built to Last.
