Wakefield Canada
Wakefield Canada is a Canadian-owned distributor and local manufacturer of Castrol premium lubricants, Wakefield-branded lubricants, and Super Clean cleaners, serving over 5,000 automotive, heavy-duty, industrial, and motorcycle customers across Canada via a national sales force, three warehouses, and an owned delivery fleet.
- Company typePrivate
- Founded2005
- HeadquartersToronto, Canada
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What Wakefield Canada does
Wakefield Canada Inc. is a privately held Canadian-owned company founded in 2005 in Mississauga, Ontario, that operates as the exclusive Canadian distributor of Castrol premium lubricants and the exclusive Canadian trading partner for Super Clean industrial cleaners and degreasers, while also manufacturing and distributing its own Wakefield-branded lubricant line locally in Canada since 2010. The company serves more than 5,000 customers across four primary verticals — Automotive (new car dealers, quick lubes, parts distributors, retail, franchised and independent garages, motorcycle dealers), Heavy Duty (truck fleets, OEM dealerships, truck part distributors, construction, waste management, government), Industrial (fabricators and manufacturers), and Motorcycles — through a hybrid go-to-market model combining a national field sales force, the Wakefield Connect B2B loyalty and online ordering platform, warehouse distributors, retailers, and direct OEM supply.
The technology and product portfolio spans engine oils, diesel engine oils (CK-4 and FA-4 specifications), hydraulic oils, gear oils, transmission fluids, universal tractor fluid, bar and chain oils, greases (including lithium and moly grades), and industrial cleaners. Wakefield-branded products are formulated with high-quality base stocks and additives, meeting OEM approvals from Caterpillar, Cummins, Detroit Diesel, Ford, Mack, Mercedes-Benz, MTU, Renault, Volvo, and others; Castrol products span the EDGE, GTX Magnatec, GTX, Vecton, and CRB lines. Distribution is asset-intensive: three national warehouses (Mississauga, Edmonton, Laval) and a owned delivery fleet covering more than 90% of deliveries, supplemented by contracted logistics.
The business model is product distribution revenue, with margins earned on the sale of Castrol, Wakefield-branded, and Super Clean products through B2B and channel partner relationships. Revenue has grown to over $200 million; Castrol's Canadian market share has more than doubled from 14% to 31% under Wakefield's stewardship. The company is ISO 9001:2015 and ISO 14001:2015 certified (transfer certificates dated July 2025), is a Platinum Club member of Canada's Best Managed Companies (Deloitte), and received a Penfund investment in 2013. Bob MacDonald is founder and CEO.
Wakefield Canada firmographics
Firmographics- Name
- Wakefield Canada
- Legal name
- Wakefield Canada Inc.
- Website
- https://wakefieldcanada.ca
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Wakefield Canada is a Canadian-owned distributor and local manufacturer of Castrol premium lubricants, Wakefield-branded lubricants, and Super Clean cleaners, serving over 5,000 automotive, heavy-duty, industrial, and motorcycle customers across Canada via a national sales force, three warehouses, and an owned delivery fleet.
- Ownership category
- akta.pro rank
Wakefield Canada industry classification
Industry- Product category
- Automotive and Industrial Lubricants Distribution
- NAICS
- Petroleum and Petroleum Products Merchant Wholesalers (except Bulk Stations and Terminals) (424720), Petroleum Lubricating Oil and Grease Manufacturing (324191)
- SIC
- Wholesale-Petroleum & Petroleum Products (No Bulk Stations) (5172), Wholesale-Motor Vehicle Supplies & New Parts (5013)
- akta.pro primary industry
- Automotive Lubricants (PCMO, HDMO, ATF, Gear Oils, Coolants) (EUALAJAH)
- akta.pro secondary industries
- Industrial Lubricants (Hydraulics, Gear, Compressor, Turbine, Metalworking) (EUALAJAG), Greases & Specialty Lubricants (Greases, Pastes, Chain Oils, Silicone/Fluoro) (EUALAJAJ), Industrial & Heavy-Duty Lubricants (IMAEAMAB), Gear Oils & Transmission Fluids (IMAEAMAE)
Keywords
Where Wakefield Canada is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices4 records
Markets served
Wakefield Canada business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Lubricant product sales: Wakefield generates revenue through the sale of lubricants including engine oils, hydraulic oils, gear oils, transmission fluids, greases, and bar and chain oils. The company sells Castrol-branded products (as exclusive Canadian distributor), Wakefield-branded products (manufactured in Canada), and Super Clean cleaning products (as exclusive Canadian trading partner). Revenue has grown to over $200 million.
- Sales, marketing, and distribution services: Wakefield provides sales, marketing, and distribution solutions to retailers, warehouse distributors, automotive and heavy-duty distributors, franchised and independent workshops, quick lubes, fleet companies, new car dealers, and OEMs, earning margin on product distribution.
Go-to-market motion4 records
Distribution channels6 records
Marketing channels6 records
Wakefield Canada product offering
Product offeringCore offering
Wakefield Canada is the exclusive Canadian distributor of Castrol premium lubricants and the exclusive Canadian trading partner for Super Clean cleaner-degreasers, and it also manufactures, blends, and distributes its own Wakefield-branded lubricants (diesel engine oils, gear oils, hydraulic oils, bar and chain oils, greases, and universal tractor fluid). The company sells these products to retailers, warehouse distributors, automotive and heavy-duty distributors, franchised and independent workshops, quick lubes, fleet companies, new car dealers, and OEMs across Canada.
Product overview
Wakefield Canada operates as a lubricants distributor and marketer representing three main product lines: Castrol premium lubricants (including EDGE, GTX Magnatec, GTX, Vecton, CRB, and Transmax), Wakefield-branded lubricants manufactured in Canada (diesel engine oils, gear oils, hydraulic oils, bar and chain oils, greases, and universal tractor fluid), and Super Clean industrial cleaners/degreasers. The company also offers Wakefield Connect, an exclusive customer loyalty program providing online ordering and product education. The portfolio serves automotive, heavy-duty, and industrial markets across Canada through retailers, distributors, workshops, and fleet operators.
Differentiator
Problem solved
Functional benefit
Brands
- Wakefield Connect: An exclusive loyalty program for Wakefield automotive, heavy duty, and industrial customers designed to help businesses succeed and get rewarded along the way.
Quantifiable outcome
- Castrol brand share doubled from 14% to 31%
- +3 more outcomes
Companies that use Wakefield Canada
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles6 records
Wakefield Canada technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Wakefield Canada partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core, flagship and minor.
- BP/CastrolcoreWakefield was founded in 2005 as BP/Castrol's exclusive strategic partner in Canada, assuming stewardship of the Castrol brand and all customer-facing operations exclusively in Canada. Castrol is Wakefield's cornerstone brand and business, with Castrol brand share growing from 14% to 31% under Wakefield's stewardship. Wakefield leverages BP's global resources and scale for supply chain efficiencies and Castrol's global product technology and marketing assets.
- Super CleancoreWakefield is the exclusive Canadian trading partner for Super Clean, a line of powerful industrial-strength cleaners and degreasers. Super Clean products are distributed through Wakefield's sales and distribution network alongside Castrol and Wakefield-branded lubricants.
- Canadian Tire Jumpstart CharitiesflagshipWakefield is a Platinum sponsor and proud supporter of Canadian Tire Jumpstart Charities, helping kids overcome financial and accessibility barriers to sport and recreation. Wakefield won the Jumpstart Vendor of the Year Award for strong partnership and continued support. This is a charitable giving and community partnership.
- The Hospital for Sick Children (SickKids)coreWakefield's employee charity of choice is Sick Children's Hospitals across Canada. The company supports these hospitals through a variety of charity events and donations.
- Maple Leaf Sport & Entertainment (MLSE)flagshipWakefield is a proud sponsor of MLSE, providing brand exposure through sports marketing and community engagement across MLSE's portfolio of professional sports teams and venues.
- DJ Kennington RacingminorWakefield sponsors DJ Kennington racing team, providing lubricant products and brand visibility in motorsport.
- Canadian Tire Motorsport ParkminorWakefield is a sponsor of Canadian Tire Motorsport Park, a premier racing facility, providing brand visibility in motorsport events.
- Castrol RacewayminorWakefield is a sponsor of Castrol Raceway, a motorsport venue, providing brand exposure in drag racing and motorsport community.
Scale indicators6 records
Recent moves7 records
Expansion highlights4 records
Wakefield Canada competitors and assessment
Company assessmentDirect peers
- Petro-Canada Lubricants (Suncor): Petro-Canada Lubricants is the Canadian market-leading lubricant manufacturer and marketer, producing engine oils, gear oils, hydraulic fluids, and greases. It is the most direct Canadian competitor to Wakefield's Castrol and Wakefield-branded product lines, serving the same automotive, heavy-duty, and industrial customers through comparable distribution channels.
- Imperial Oil (Esso/Mobil lubricants): Imperial Oil is a major integrated Canadian petroleum company that manufactures and distributes Esso and Mobil-branded lubricants across Canada. It directly competes with Wakefield for automotive, heavy-duty, and industrial lubricant business in the same Canadian channel structure of dealers, distributors, and fleets.
- Shell Canada Lubricants: Shell markets Shell Rotella, Pennzoil, and Shell Helix lubricants in Canada through dealer and distributor networks, competing head-to-head with Wakefield's Castrol and Wakefield brands in PCMO, heavy-duty diesel, and industrial segments.
- Recochem: Recochem is a Canadian-owned manufacturer of specialty fluids including antifreeze/coolants, windshield washer fluid, and private-label lubricants. It is a direct Canadian peer in the specialty fluids and lubricant distribution category, particularly in retail and automotive channels.
Broad incumbents
- BP / Castrol: BP owns the Castrol brand that Wakefield exclusively distributes in Canada, and operates Castrol's own distribution in most other geographies. It is both Wakefield's principal supplier and a global competitive incumbent in the lubricant category.
- ExxonMobil Product Solutions (Mobil 1): ExxonMobil manufactures and markets Mobil 1, Mobil Super, and Mobil Delvac lubricants globally and in Canada. It is a broad incumbent in synthetic motor oils, heavy-duty diesel, and industrial lubricants, competing with Wakefield's Castrol and Wakefield brands across every segment.
- TotalEnergies Lubrifiants: TotalEnergies markets Total Quartz, Total Rubia, and Elf lubricants globally with selective Canadian presence through distributors. It is a broad incumbent in PCMO, heavy-duty, and industrial lubricants that competes with Wakefield via shared retail and B2B channels.
Emerging players
- Klüber Lubrication: Klüber Lubrication is a specialty industrial lubricant manufacturer focused on high-performance synthetic and food-grade lubricants. It overlaps with Wakefield's industrial segment and adjacent specialty categories, serving manufacturers and OEMs with higher-margin technical products.
Regional players
- Schaeffer Manufacturing: Schaeffer Manufacturing is a US-based specialty lubricant and fuel additive manufacturer serving heavy-duty, industrial, and agricultural customers. It is a comparable US regional peer in the sense of being a mid-sized, independent, blended-and-distributed own-brand lubricant company rather than a major oil-major subsidiary.
- Martin Resource Management (Martin Lubricants): Martin Lubricants is a US-based independent lubricant blender and distributor serving automotive, heavy-duty, and industrial customers through warehouse distribution. It is comparable to Wakefield as a regional, multi-brand, blended-and-distributed lubricant company with a similar customer-segment mix.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Wakefield Canada social profiles
Digital presenceWakefield Canada compliance and trust
Trust signalCompliance2 records
Wakefield Canada financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wakefield Canada leadership team
Management profileNumber of profiles
Profiles1 record
Wakefield Canada funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wakefield Canada M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wakefield Canada
What does Wakefield Canada do?
Wakefield Canada is the exclusive Canadian distributor of Castrol premium lubricants and the exclusive Canadian trading partner for Super Clean cleaner-degreasers, and it also manufactures, blends, and distributes its own Wakefield-branded lubricants (diesel engine oils, gear oils, hydraulic oils, bar and chain oils, greases, and universal tractor fluid). The company sells these products to retailers, warehouse distributors, automotive and heavy-duty distributors, franchised and independent workshops, quick lubes, fleet companies, new car dealers, and OEMs across Canada.
Is Wakefield Canada a public or private company?
Wakefield Canada is a private company. It is classified as private equity controlled and is currently operating.
When was Wakefield Canada founded?
Wakefield Canada was founded in 2005. It employs 101 to 250 people.
Where is Wakefield Canada based?
Wakefield Canada is headquartered in Toronto, Canada, in the North America region.
How does Wakefield Canada make money?
Two revenue lines are on record. Lubricant product sales are the primary driver. The others are sales, marketing, and distribution services.
Who are Wakefield Canada's main competitors?
Direct peers on record are Petro-Canada Lubricants (Suncor), Imperial Oil (Esso/Mobil lubricants), Shell Canada Lubricants and Recochem. Broad incumbents are BP / Castrol, ExxonMobil Product Solutions (Mobil 1) and TotalEnergies Lubrifiants. Klüber Lubrication is listed as an emerging player. Regional players are Schaeffer Manufacturing and Martin Resource Management (Martin Lubricants).
Does Wakefield Canada have an API?
No public API is recorded for Wakefield Canada.
What industry is Wakefield Canada in?
Wakefield Canada's product category is Automotive and Industrial Lubricants Distribution. Its primary akta.pro industry code is EUALAJAH, Automotive Lubricants (PCMO, HDMO, ATF, Gear Oils, Coolants), with a secondary code of EUALAJAG, Industrial Lubricants (Hydraulics, Gear, Compressor, Turbine, Metalworking). Its NAICS code is 424720 and its SIC code is 5172.