Wülfsport at 40
Founded in 1980, Wulfsport was created and developed in the Scottish Borders by Bill Brown. A successful and respected businessman in his own right, he addressed the needs of the off-road market with a range of practical and well-priced clothing and products to build a company which still prides itself on service and supplying the needs of the rider. A motocross racer, he has seen it all over the years including all the industry highs and the lows. He still delivers what the rider needs with a fast and efficient service. The company also carries most of its product range in stock ready to supply to its stockists. Over the last 40 years, this product range has won world championships in motocross, sidecar-cross, grass track, long track and BMX, endorsing official recognition of the highquality and practical product range.
Building up the Wülfsport business from 1980 he needed to expand. In 2004, the biggest change to the business happened with the relocation of the company’s headquarters to a 40,000 sqft unit on a four-acre site that doubled its storage capacity. After racing motorcycles for more than 50 years – and never having missed a season in all that time – brand owner, Bill Brown, still enjoys competing.
Over the years it has led to the development of Wülfsport and its products to provide value, style and practicality for riders of all ages and abilities. Now in its 50th year in the off-road motorcycle industry, during which time the business has changed from being the leading off-road motorcycle dealer in the UK, leading the long-travel suspension revolution in motocross in the mid-1970s to graduating into being a major off-road motorcycle importer and at the same time developing the off-road Wülfsport range.
In May 2011, Bill was voted motorcycle business personality of the year by British Dealer News, which was the first time an off-road motorcycle individual has won this prestigious award. The award recognised Bill’s contribution to the off-road motorcycle market.
The company prides itself on still being a hands-on, family-run business. Being the only UK-based major off-road race-wear company, it can offer a personal touch to customers worldwide. A large part of the range continues to be produced on the Scottish borders, which have been part of the design and development from Wülfsport’s very first day.
The team at Wülfsport, in Lillyhall, Cumbria, welcomes new and existing customers to experience the value and quality of their range of products and long may it continue into the next 40 years.
Ellie Brown, Wülfsport: “I cannot express how proud I am of Bill for reaching 40 years with Wülfsport and that I am proud to have been a part of it. Bill is not only a father, but also an advisor and a sounding board for ideas and most importantly, a friend.
“I also realise how fortunate I am to have him present in the business while my responsibilities have increased over the years. As partners, we work well together as he allows me a lot of freedom with decisions and direction of the business, but if there’s something that he strongly opposes I’m wise enough to remember who the top dog is!
“I am under no illusion about being left with most of the less desirable jobs that come with directorship but, according to Bill, that’s why you have children. Luckily nothing fazes me. I feel Wülfsport has become a good mixture of tried and tested knowledge with the new and the yet to be discovered, which is proving so far to be a winning combination. Alongside is our core belief that customer satisfaction is our top priority and always will be. On behalf of the family, I want to thank everyone who has been a part of Wülfsport; long may it continue.”.