Last year, during my Shop Visit to Petaluma’s White Industries, I got to check out their in-house wheel production shop, headed by Sean Walling from Soulcraft. White’s hope is to offer 100% made in house wheelsets and that dream begins with their new G25A Rim. See all the details below!

Here’s the word from White:

“For the past several years we’ve been working on producing aluminum rims right here in
Petaluma, Ca. We aren’t quite ready to start selling them but we’re confident enough to show them at NAHBS in Sacramento this weekend. We are still testing them and gearing up for production, but we’re committed to getting them in your hands as soon as possible! To start we’re offering only one profile but once we get our footing with this model we have more planned! Here are the highlights:”

Model name: “G25A”
• 6061 T6 alloy
• 25mm internal width/29mm external width with a 20mm tall profile
• 700c and 650b/27.5 diameters
• Disc only
• Tubeless compatible with a hookless sidewall
• 40mm to 54mm recommended tire widths
• Asymmetric profile with 3.75mm of offset for more even spoke tension
• Weights are 490g/700c and 460g/650b
• No eyelets
• Welded joint with the complete rim heat treated after welding
• Matte black anodize finish
• Hole drillings will be 24, 28, 32, and 36.
• Retail is $145 per rim (local dealers can call/email next week for specific wholesale pricing)
• Delivery early August (not on our website until then)

“We are aiming this rim squarely at gravel riders with a little bleed-over into the lighter end of the mountain bike scene; for example: drop bar 29rs, Road Plus and folks who simply like a slimmer rim profile on their mountain bike.”