Their gear is used by topranked mountain bikers to soar a little higher and go a little faster.

Sidney-based Straightline Precision Industries and its bike division, Straitline Components, has become a well-respected and sought-after name in the bike business.

But don't mistake this firm for a one-trick pony.

The family-owned manufacturing firm - brothers Dennis and DJ Paulson started the company with father, Mike, in their basement 15 years ago - learned early on to diversify, especially in an unpredictable economy.

That lesson was driven home in 2001 when fibreoptic giant JDS Uniphase shut its doors in Victoria and laid off more than 600 people.

"We did a lot of work for JDS Uniphase and learned a valuable lesson," said Dennis Paulson, noting that when JDS left, Straightline nearly went under. "We got paid for everything we ever did for them, but we worked 24-7 for them, and when they shut down, we had all our eggs in that basket.

"And that basket got thrown in our face."

Paulson recalls they scrambled looking for contract manufacturing work wherever they could find it and survived by doing a wild variety of jobs.

"Learning the lesson to diversify is probably the most instrumental thing in our company history," he said.

Paulson said that led the company to land contracts manufacturing everything from microscopic parts used in surveillance equipment to coffee tampers and a GPS relocator beacon that has been used by NASA.

"We were doing stuff for every industry you could imagine," said Paulson.

It also led to the creation of Straitline Components six years ago, a chance to manufacture high-end components for mountain bikes and for the company to put its own name on its own product line.

The line includes pedals, stems, chain-guide systems and a gyro system used for tricks.

"We don't want to be the kind of company that disappears overnight because we had all our eggs in one basket," said Greg Parish, the company's director of marketing.

The line of mountain-bike components continues to be a top seller and demands a lot of time from their fully automated factory. Robots continually feed impressive computer numerical control machines, which spit out perfectly finished pieces of all shapes and sizes. However, the company is keeping a close eye on finding a balance between their Straitline products and manufacturing for other companies.

"We want our focus to be split 50-50," Paulson said of dividing time in the plant between Straitline manufacturing and contract work. "We'd like to see them grow at the same rate. Yes, the mountain-bike business is good, but you never know what that will be like tomorrow.

"And the [contract work] is good right now, too, but it fluctuates as well."

Right now, the company's energy is weighted in favour of bike parts with Straitline making up 70 per cent of total production.

The company estimates sales at between $1.5 million and $2 million annually and produces about 12,000 pairs of pedals, and as many as 6,000 stems, 2,000 chain guides and 100,000 miscellaneous components manufactured under contract to other companies.

According to the Canadian Manufacturers and Exporters Association, Straightline's diverse business model is the kind that succeeds these days and has allowed the industry in B.C. to do well.

Peter Jeffrey, B.C. vice president for the CME, said there are still pockets that are struggling, but manufacturing in Western Canada "has certainly picked up."

Jeffrey said niche markets like mountain biking have done very well in B.C.

"Some of them are doing their manufacturing in Canada, and that ain't cheap, but they are aiming at the high-end market where people are willing to pay a premium. They are not going after the mass market and Walmart."

That's Straitline Components in a nutshell.

According to Parish, bike manufacturers won't use their components on stock bikes because it drives up the price considerably.

"We are the upgrade [component], but we're not the vanity upgrade," he said, noting the component performance is what sets them apart.

Paulson said they don't pay the athletes who use their equipment, but they will offer equipment to topend riders.

"Of all the companies with stuff on a pro athlete's bike, we probably paid the least to be on there," he said.

That's how the company prefers to operate, said Parish, noting they prefer a low profile and have grown through word of mouth and quality manufacturing.

"You can spend a lot of money on marketing real fast. We concentrate on quality products," he said.

aduffy@timescolonist.com