Since then, the company has grown tremendously and developed a rabidly dedicated cult following — and it still manufactures all of its colorfully anodized components in Chico. It’s a small operation with a handful of diehard employees still helmed by Price. Beyond the solid base of parts the company manufactures, Price is constantly tinkering and prototyping — trying restlessly to improve the bicycle. Many of his prototypes hide in nooks and crannies of the shop — some affixed to a broad collection of rare bicycles. His best parts grew from prototypes into best sellers: Neo-Retro cantilever brakes, quick-release skewers and flip-flop hubs. We visited the shop to get a glimpse of where the magic happens and to get a small bit of insight into the man behind the brand.