A brief history and insight into Alf's Motorcycles

(last updated Nov 2007)

From small acorns grow mighty oaks, this is an adage that can be used for any succesful business and it is certainly true of Alfs Motorcycles. The business proper emerged out of the mist into the first recognizable incarnation of Alfs Motorcycles early in 1988. The catalyst for this was the closure of Bol D’Or Motorcycles in 1987, a well respected business in Worthing of which Allan Hubbard (‘Alf’) was a technician, having served his apprenticeship with Hyde Motorcycles in Horsham, moving onto Bol D’or, Alf’s love of Ducati’s started here, responsible for PDI-ing and servicing the early bevel machines, along with the early Honda superbikes, CB750’s and the like whilst here he first met ‘Diddy’ Dave currently one of our machine salesmen, and Nigel Hunt who is now our workshop manager, Tracy Martin Alfs partner in the business was a local two wheel hoodlum, working at Ricardo’s engineering in Shoreham and heavily into drag racing (for those of you who can remember that far back ‘Trace used to sprint his GSX1100 and Saxon turbo in the same company as the like of Steve Burns, John boy messenger et al).

With the demise of Bol D’or, Alf started servicing some of his old customers bikes himself from home and later a lock up under the name Alfs Motorcycles - so the business was born. A little while later through various machinations, no doubt many beers etc, Alf decided to form a partnership with Trace, who had had enough of Ricardo’s, like most talented people Trace had the vision, drive and ability that was not being fostered where he was because he didn’t have the various bits of paper needed to progress and thus was spawned the very first Incarnation of Alfs Motorcycles as we know it today. Its fair to say these were the dark days of recession for the motorcycle industry, so it was a slog, both of them working all the hours under the sun as well as the moon, paying themselves very little and struggling to establish themselves, especially difficult for Trace as he had a young family to support.

The first premesis sporting the banner above the door was in Tarring Road, a very small shopfront with workshops situated in nearby Broadwater. Very soon the lads had outgrown these premesis,and took the decision to harbour everything under one roof in Dominion Road, which is the current Premesis. This was in 1990, firstly it was way too big and they took on one employee Maria to run the shop as the previous occupant of this position had left, ironically to start his own business locally (and he is doing very well for himself).

Very soon after the work outstripped the space and more people were shipped in to cope with the extra business an extra technician (‘Blair Hair’ where are you now?), a machine salesman and a replacement parts/clothing and accessory man. Not long after in 1995 more help was needed in the shop and another mechanic needed. By 1997 unbelievably the place was too small, and a brave decision was made to build a brand new clothing/parts and accessory department. The only way was up! So a year of dust and noise produced a purpose built 2,500sq ft brand new department, promptly filled up with lots of luvverly kit, and still is to this day (see our clothing accessory pages).

Next came the workshops, they were too cramped more people and more equipment needed to be housed, the following year a purpose built workshop was built and finished, and currently houses 5 benchs, and state of the art equipment. In a rather large nutshell that was then and this is now!

March 2006 and Trace has departed fair Albion for a new life in Aussie with his family. If you didn't know the man it is fair to say he was the dynamo at the heart of the business. After 20 years the lure of sunshine, family and the fleshpots of Oceania are now his haven.

For those who do know him, I'm sure your respect and thanks like everyone here are deep and measured with a little sadness at his departure. But hey it's a small world and Trace is too big a character to disappear off the face of the globe. Look out for the boys on the moto-X scene soon especially young Barry who was pestering his dad for a foam pit to practice his stunts. Despite his absence, there will always be a bit of Trace here. A Trace trace you might say.

Best of luck down under geez!

Meanwhile Alf has taken on the mantle of the name above the door as sole proprieter. Parting company with Triumph Motorcycles to concentrate on the Kawasaki franchise.

Long term employees in the 'gods' Boyd and Bash have also gone to seek their fortune elsewhere in the world but continuity is maintained by frontmen Mick and Dave with Nigel still abley managing the workshop.

We still like to think we offer a great service with great deals and Alf continues to progress with his love of endurance racing competing at both Le Mans and The Bol in 2007 and plans have already been made for 2008.

Don't worry Ducatisti, Alf is still a Duke guru on all past machines to the present day, it's just that his massive knowledge and prowess now encompasses race preparation and an inside out knowledge of everything ZX-10R from 2004 models onwards. Don't be shy to call us, our advice is free and we welcome any feedback you might have.