When you walk in to the factory side of the Santa Cruz headquarters, the first thing you notice is the checkered floor. The second thing you notice is the tape. From start to finish, every bike Santa Cruz builds and releases into the wild, follows the path of these sticky markings. Our penchant for "everything organized" was in its glory every step of the way.

Frames and their suspension packages ready for assembly. We spy some future Nomads, V10s, Tallboys, and a Bronson.

Frames and their suspension packages ready for assembly. We spy some future Nomads, V10s, Tallboys, and a Bronson (click to enlarge).​

Though Santa Cruz has only in this facility-which used to be home to Wrigley Gum-for about a year, already the process has been revised and refined three times.

Santa Cruz bikes, taking their first steps of the build process: suspension assembly.

Santa Cruz bikes, taking their first steps of the build process: suspension assembly (click to enlarge).​

Once the suspension is installed, the frame continues its journey on Santa Cruz's numbered homemade build carts. In fact, word is they were designed by the company's COO who used to be in the engineering department.

Frame ready for "picking"-components are added to the tabletop, and wheels to the hooks underneath as it follows the path through the assembly line.

Frame ready for picking when components are added to the tabletop, and wheels to the hooks underneath as it follows the path through the assembly line (click to enlarge).​

On board is a holder for the frame, as well as a table top where "pickers" can easily place the smaller components as they roll through the rows of shelving.


The V10s Greg Minnaar and Steve Peat rode to World Championship victories. Photo by Mike Thomas.

The V10s Greg Minnaar and Steve Peat rode to World Championship victories (click to enlarge). Photo by Mike Thomas.​

Frames lined up for assembly (click to enlarge). Photo by Mike Thomas.

Frames lined up for assembly (click to enlarge). Photo by Mike Thomas.​

Continue to page 2 for more from our Santa Cruz HQ tour and an expansive photo gallery »

At the wheel station, there are two processes. WTB aluminum wheels are put together by machine and finished by hand. The spoke-tightening machine is mesmerizing, and when it's finished with a wheel, it gives it either a green light (good to go to the next stage) or a red one (needs a second look).

A friendly Santa Cruz employee is making your wheels by hand.

A friendly Santa Cruz employee is making your wheels by hand (click to enlarge).​

One of the few machines we spotted, this one is tightening and trueing aluminum wheels before they are hand finished.

One of the few machines we spotted, this one is tightening and trueing aluminum wheels before they are hand finished (click to enlarge).​

Meanwhile, ENVE carbon hoops are laced completely by hand.

Meanwhile, ENVE carbon hoops are laced completely by hand (click to enlarge).​

Component by component, Santa Cruz bikes are put together by people who love bikes. Photo by Mike Thomas.

Component by component, Santa Cruz bikes are put together by people who love bikes (click to enlarge). Photo by Mike Thomas.​

Next stop, at the decal station, color coordinated finishing touches are applied using laser guides to make sure they are on perfectly straight every time. It usually takes a few tries, but some of the guys who have been doing it a long time can do it with their eyes closed.

Ever tried to put on your own fork decals? Best to leave it to the pros … and lasers.

Ever tried to put on your own fork decals? Best to leave it to the pros … and lasers (click to enlarge).​

Behind a wall of staff bikes there is the top secret R&D department. In just two weeks, they can design and create a prototype bike out of aluminum and even do their own powder coating. In fact, the week before our visit they had just finished slopestyle pro Logan Peat's special order. Santa Cruz doesn't have a slopestyle bike in the line but they whipped one up for the Sea Otter Classic competition.

Behind this wall, magic is happening. Also science.

Behind this wall, magic is happening. Also science (click to enlarge).​

Each new design is created in A and B versions with slightly different geometry, such as top tube lengths or chain stay lengths. They test the versions in their backyard trails and on their on-site pump track to hone in on the best design.

Up the stairs are the marketing, accounting, human resources, and design crews, housed in an open concept space with plenty of creative touches and natural light coming in through the erstwhile gum factory's repurposed chimney ports. Our favorite was the in-house shower situation, perfect for a crew who loves to ride.

In the front showroom and retail space, Santa Cruz's extensive demo program is also housed. Riders can come and try the 5010, Bronson, Nomad, or Tallboy (or any model) of their dreams on the singletrack that inspired it.

Racks of demo bikes wait, ready to impress.  Photo by Mike Thomas.

Racks of demo bikes wait, ready to impress (click to enlarge). Photo by Mike Thomas.​

Calling to reserve a demo bike? You'll speak to these friendly folks.

Calling to reserve a demo bike? You'll speak to these friendly folks (click to enlarge).​

A full line of soft goods is also available for sale in this wing, but we were most distracted by the V10 hall of fame along the back wall, featuring the podium-topping World Cup DH rigs of the Santa Cruz Syndicate.

And speaking of drool-worthy archives, back on the factory side, the rafters are decorated with an example of every frame Santa Cruz has ever made, including the first: the Tazmon.

The frames that began it all: Tazmon and Heckler.

The frames that began it all: Tazmon and Heckler (click to enlarge).​

At the end of our tour, we wound up in the kitchen which we would not normally note, however this kitchen is certainly noteworthy. With camp-vibes picnic tables for seating, and trail maps of Downieville hanging on the wall, it is a welcoming, open area for enjoying a meal, or some camaraderie.

Study your Downieville routes over lunch.

Study your Downieville routes over lunch (click to enlarge).​

It is also a commercial-level space with oversized, industrial-strength fridge and range that is decidedly overkill for the morning's quick scrambled egg. However, it means that for events in the space, Santa Cruz is perfectly set up to host even the hungriest of party goers.

Industrial-strength kitchen including full range, giant fridge and Vitamix might be considered a match for the post-ride appetites of the Santa Cruz crew.

Industrial-strength kitchen including full range, giant fridge and Vitamix might be considered a match for the post-ride appetites of the Santa Cruz crew (click to enlarge).​

Our visit to the Santa Cruz Headquarters was eye opening. Today, that Nomad is a pile of parts but tomorrow, for someone, somewhere, it's new bike day. And who knows where it will take them?

"It's pretty cool to come to work every day and see people bringing these bikes to life," said our tour guide and Santa Cruz's North American marketing manager, Don Palermini.

Every single Santa Cruz bicycle in the world must first pass through this factory, and this crew. We thought it was pretty cool, too.

For more information visit www.santacruzbicycles.com.