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Podcast #075 – Why did White Industries buy two wheel brands?

interview with alec white about why white industries bought rolf prima and astral cycling
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So, why would a boutique hub brand buy two wheel companies?

In this ep, I’m talking with long-time friend Alec White from White Industries about their recent acquisition of Rolf Prima and Astral Wheels. We dig in a bit on the strategy of acquiring what were basically their two largest customers, and what it means for the future of those brands and products.

We also talk about their business in general, how he has grown into running the company his father started when Alec was just a wee tot, and kick around some product ideas from past and future.

I always love talking to Alec, and I hope you enjoy this conversation as much as I did. Check below for photos of the Peggers and Limbo Spider products he mentions during the episode!

white industries peggers pant leg elastic strap for cycling was their first product
White Industries Peggers elastic pant leg cuffs were the their first product.
white industries limbo spider chainring cog adapter in packaging

The White Industries Limbo Spider replaced the small chainring on a front crankset with an adapter that could hold a (then common) Suntour freewheel cog as small as 18-23 teeth!

white industries limbo spider chainring cog adapter original packaging

Check out more of their company’s history on their website.

This episode sponsored by:

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Fake Namerton
Fake Namerton
1 year ago

They bought one wheel company with two different labels.

1 year ago
Reply to  Fake Namerton

But why male models?

1 year ago

A few of my takeaways from this podcast were:
-He doesn’t seem to know a lot of things about the company he has seemingly been around and worked for his entire life and is now running.
-It wasn’t discussed, but I got no impression that this guy rides, at all.

Alec White
Alec White
1 year ago
Reply to  Grillis

Awe, You got me! busted… I definitely don’t know anything about White Industries.

1 year ago
Reply to  Alec White

I knew you’ve been faking it all this time!!

Adam Barlev
1 year ago

I listen to a lot of podcast interviews, and I have to say I was really disappointed. It seemed like the interviewer had their own weird agenda that had nothing to do with the guest and kept trying to force the guest to talk about stuff that could get them in trouble. It was almost like a hit piece… I wanted to hear what White Industries wanted to talk about. The most interesting takeaways were when they described their manufacturing process and how they eliminate waste.

I’m glad that Alec gave respect and love to the shops they bought. The people who worked there built up enough value to deserve being acquired.

PS I own Astral wheels, which obviously have White hub internals.

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