Petaluma, Calif. — White Industries, the California-based manufacturer of precision bicycle components, is pleased to announce the new hire of Heather McFadden as Director of Global Marketing.
McFadden brings more than a decade of experience in global brand strategy, product marketing, and integrated campaign leadership within the cycling industry. In her new role, she will lead White Industries' global marketing efforts across brand storytelling, product launches, sports marketing, digital strategy, and community engagement—supporting the company's continued growth while staying true to its independent roots and commitment to craftsmanship.
"We're excited to welcome Heather to White Industries," said Alec White, CEO at White Industries. "She brings a deep understanding of the cycling industry, a proven track record of building authentic brands, and a hands-on leadership style that aligns perfectly with how we operate. Heather understands that great marketing starts with great products."
McFadden joins White Industries after more than 11 years at Wilderness Trail Bikes (WTB), where she most recently served as Director of Global Marketing.
During her tenure, she led global brand strategy, product launches, and cross-functional collaboration across sales, product development, and international markets.
"I've long admired White Industries for their precision, independence, and commitment to doing things the right way," said McFadden. "This is a company that lets the quality of its work speak for itself. I'm excited to help tell that story—highlighting the people, processes, and passion behind components that riders trust worldwide."
Founded in 1978, White Industries designs and manufactures high-precision hubs, cranks, bottom brackets, and drivetrain components in Petaluma, California. The company remains committed to domestic manufacturing, durability, and timeless design—serving riders who value performance, reliability, and thoughtful engineering over trends.
About White Industries
White Industries has been manufacturing precision bicycle components in Petaluma, California since 1978. Known for their meticulous engineering, domestic production, and long-term serviceability, White Industries components are designed for riders who demand performance and durability without compromise.
For more information, visit www.whiteind.com
