Canada's dirt bike shop extraordinaire

Machine Racing, which celebrated its 25th anniversary last year, is Canada's largest motocross exclusivity shop. You won't find any fancy street bikes, no Harley Hogs, and no leather and chrome doodads at this Newmarket, Ontario Honda/Yamaha dealership. Machine Racing is 100% dirt bike oriented, and proud of it!

As its name implies, Machine Racing is about "racing" and geared towards the hardcore motocross, enduro, and hare scrambles competitor. That doesn't mean, however, that Machine's friendly staff doesn't welcome the not so hardcore off road enthusiasts - like regular moms and dads who just want to take the kids trail riding. Or first timers looking for a place to get a handle on things like what to buy, where to ride, what to do and not to do, etc. Questions don't cost a dime at Machine and the answers are always free.

"If you're into off roading, whether you race or just like to hit the trails at a leisurely pace, we're the place for you," said Bill Philip, co-owner/founder of Machine Racing. "Even if you're an absolute beginner, we'll take the time to look after your needs, no matter how large or small. At Machine, the customer is still king and/or queen."

At Machine Racing you'll always find a solid inventory of new and used dirt bike models. A huge parts inventory is always on hand. You can walk into Machine any time of the year and buy a complete top-end or clutch for any model year YZ or CR. Machine's knowledgeable, nine, fulltime employees, who are all off road riding enthusiasts, are there to serve you. Even Toni Sharpless - renowned for her success as a 1980s early 90s road racer - rides dirt bikes with the best of them. Sharpless was invited to join the business in 1996 to create and operate an accessory department that's second to none.

"The focus at Machine Racing is on fun and safety, product affordability and availability," said Sharpless. "We really are like a big family here and we care about each and every one of our customers."

From "The Machine" to "Machine Racing" and three moves later

Originally located in Bradford, Ontario, and called The Machine, the business moved to a larger, 4,000 sq. ft. location in Aurora in 1986. That's four years after John Nelson, one of the best-known figures in Canadian Motocross and Off Road Racing, joined the team. That's also the year when Philip, under the urging of Nelson, decided to become an exclusive dirt bike dealership/service shop to meet the growing demand of off road motorcycling. Not to mention indulge Nelson's preoccupation with dirt bikes.

"I've always been an off road fanatic, both racing and recreational," said Nelson. "I thought it made sense that we could provide better service, backed by a genuine enthusiasm for our product, by going strictly off-road because we all lived, breathed and ate dirt bikes. Well, at least I did and the people I hung around with."

Nelson brought with him a passion for motocross that seemed to consume him. Although he doesn't like to boast, Nelson had accrued many accomplishments in motocross and enduros by the time he became a partner in Machine, with more to follow. In 1988, Nelson attended his first ISDE in France and won a Bronze Medal. Over the course of the following years he would add three Silver Medals to his list of ISDE accomplishments.

For a long time, the shop operated with a staff of only three or four employees, with Philip (AKA Willy Wonka - Machine is big on nicknames) serving as President, Nelson (Moaner or Chop-Chop Johnny), as General Manager and David Hodgkinson (Chippy), as chief mechanic, remaining a constant. The shop name was changed from The Machine to Machine Racing in 1991, and has been growing steadily ever since, both in size and staff.

In 1999, with business exploding, Machine Racing moved to an impressive 10,000 sq.ft building in Sharon, Ontario (near Newmarket). Machine Racing now features the largest selection of refurbished used dirt bikes in the country - a virtual sea of red and blue. You walk into Machine Racing and are faced with a 2,500 sq.ft. showroom that's filled with nothing but accessories - no bikes! It's a concept Sharpless says was born from "measuring profit". The accessory department also publishes a bi-annual catalogue for its mail-order business, a key component in the Machine Racing success story.

Racing minded

In order to serve their racing minded customers better - especially those competing at top provincial and national levels - Machine Racing pools resources with Aurora-based Bondi Engine Works. Bondi integrates their latest in technological know-how and a state-of-the art dyno testing with the riding experience of Machine. After a Machine Racing bike leaves Bondi, it goes straight to a motocross track for a rigorous workout and final fine-tuning."We ensure every customer has the best possible dirt bike setup available to him or her," said Nelson. "It's also our policy to make race testing information available to the customer. We don't hoard it because our success is based on the success of our customers."

Machine also has its own, in-house full service suspension shop called Landing Gear. It is the brainchild of Nelson and operated by Adam Robinson (Disco Stu). Today, there are three full time factory trained mechanics on hand, a receiver/shipper and parts personnel.