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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.

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100 Dominion Road,
Worthing,
West Sussex
BN14 8JP
Tel: 01903 200948
Fax: 01903 210547
Email: sales@alfsmotorcycles.co.uk
Alf: Joint owner. Ducati
servicing specialist. (now sole owner and figurehead for the
company which is now Ltd
Trace:
Has now left the building and is setting up home with his
family in Australia, selling his stake to Alf who is now sole
proprieter. Put your hands together in respect of his boundles
energy and enthusiasm, hard work and tirelessness in bringing
the company with Alf to it's status to the present day. We
all wish him and his family happy days, barby's and beer.
Much respect to the man!
Tom:
Alf has cajoled Tom to help him run the 'New' business for
the near future as General Manager. More experience than you
could shake a stick at in the motor trade. You should see
a few changes as the months unfold, some major, some subtle,
all neccesary to take us deep into the 21st century.
Mickman:
Machine Sales Manager, racing bloke.
‘Diddy’
Dave: Machine Sales, Maintenance.
Sean: New General Manager
Paul:
Clothing and Accessories Manager.
Neil: Technician
Nige:
Workshop Manager, Tyre sales.
Dez:
Kawasaki technician, mad hair. Hawkwind and scurrilous ZRX
pilote
Avril: Finanancial
Controller.
'Life's
for living and enjoying both work and play'
Jack
'The hat Mcvitie' All round
nice guy, garage hand 'Wanna roll up son'? Rocket 111.
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