There are so many different ways to go with a cross check. Anything from steel road bike to commuter to touring to fat tire mountain bike. I had a local bike shop build wheels for me from Velocity hubs and rims and have been very happy with them so far. Phil Wood's would be great if you have the money, but there are lots of really good options as well.

If you are going to build something similar to how it comes built, I think I would start with that and upgrade as you find things you want to change. If you want to build it very differently, you'll be happier starting with a frame.

Either way, enjoy the ride!