What Bell Performance does

Bell Performance is a privately held specialty chemicals and fuel management services company founded in 1909 and headquartered in Longwood, Florida (United States). The company formulates, manufactures, and distributes fuel additive treatments for gasoline, diesel, ethanol-blend fuels, biodiesel, and heating oil, alongside mechanical and analytical fuel services. Its commercial portfolio spans consumer vehicle owners (cars, boats, motorcycles, small engines) and high-stakes industrial operators including aviation, data center backup power, hospitals and healthcare, telecommunications, government, and commercial fleet customers.

The core technology is fuel additive chemistry: detergent packages (PIB and PEA chemistries), cetane improvers, lubricity agents, EPA-registered biocides (Bellicide, ClearKill), antioxidants, cold flow improvers, demulsifiers, sludge dispersants, and fuel stabilizers formulated for diverse fuel types and storage conditions. The flagship all-in-one diesel treatment Dee-Zol has been manufactured continuously since 1954. Proprietary service offerings include the Fuel Pulse fuel testing program (ASTM-compliant water, sediment, cetane index, oxidation stability, sulfur, ATP microbial, and Karl Fischer measurements) and a hybrid chemical-mechanical decontamination methodology pairing biocide treatment with tank cleaning and fuel polishing. The Fuel Secure subscription bundles these capabilities into a recurring monitoring offering ($875-$1,475 per tank annually) targeting NFPA 110 and Joint Commission compliance requirements at mission-critical facilities.

Revenue is generated through four streams: consumer-direct e-commerce via shop.bellperformance.com; an authorized dealer network spanning domestic and international geographies; direct enterprise sales to large fleet operators and mission-critical facility customers; and professional services revenue from fuel testing, tank cleaning, filtration, compliance certification, and subscription monitoring. Pricing for chemical products is unit-based and tied to treat ratios (typically 1:10 for consumer additives and 1:2,000 for storage stabilizers), while services are priced via subscription or one-time engagement. The company employs 11-50 people, operates without disclosed institutional ownership, and shows no history of outside funding rounds, mergers, acquisitions, or leadership transitions in the available material.

Name

Bell Performance

Legal name

Bell Performance

Website

https://bellperformance.com

Company type

Private

Founded year

1909

Operating status

Operating

Headcount range

11–50 employees

Short description

Bell Performance, founded in 1909 in Longwood, Florida, is a fuel additive manufacturer and fuel management services provider serving consumer vehicle owners and commercial operators—including fleets, data centers, hospitals, telecom, and government—with chemical treatments, ASTM fuel testing, tank services, and subscription monitoring for mission-critical facilities.

Ownership category

akta.pro rank

Product category

Fuel Additives

NAICS

Other Chemical Product and Preparation Manufacturing (3259)

SIC

Miscellaneous Chemical Products (2890)

akta.pro primary industry

Lubricants, Fluids & Chemical Products Distribution (Oils, Coolants, AdBlue/DEF, Cleaners) (TLAKAOAL)

akta.pro secondary industry

Lubricant Testing, Certification & Technical Services (Labs, OEM approvals, QA/QC) (EUALAJAL)

Keywords

• Fuel additives
• Diesel treatments
• Gasoline additives
• Fuel biocide
• Fuel testing services

Headquarters

HQ city

Longwood

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales

Revenue model

1. Consumer Fuel Additives: Direct-to-consumer sales of fuel treatment products including Mix-I-Go for gasoline, Dee-Zol for diesel, Ethanol Defense for ethanol-blend fuels, and related specialty products through online storefront and dealer network.
2. Commercial/Industrial Fuel Additives: Bulk commercial additive programs for fleet operators, fuel distributors, and industrial users with volume pricing and dedicated commercial product lines including Dee-Zol Life, Bellicide, Cold Flow Improver, and Diesel Gel Defense.
3. Fuel Testing Services: ASTM-compliant fuel quality testing and microbial monitoring services through Fuel Pulse program for mission-critical applications including annual testing, quarterly microbial screening, and compliance documentation.
4. Fuel and Tank Services: Mechanical fuel services including tank cleaning, fuel polishing/filtration, and compliance certification for commercial fuel storage systems.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Bell Performance formulates, manufactures, and sells chemical fuel additive products for gasoline, diesel, ethanol blends, biodiesel, and heating oil—covering detergency, cetane improvement, cold flow, ethanol phase separation control, and EPA-registered microbial biocide treatments. The company also provides fuel testing (Fuel Pulse/Fuel Secure ASTM-compliant programs), tank cleaning, mechanical fuel polishing/filtration, and compliance certification services for mission-critical backup power applications. Sales are split between consumer packaged goods via an online storefront and dealer network, and commercial bulk programs with ongoing monitoring subscriptions.

Product overview

Bell Performance is a fuel additive and fuel service company offering a portfolio of chemical treatments for fuel maintenance, fuel storage, and fuel contamination problems, plus associated service offerings. The product portfolio consists of two main lines: (1) Fuel Additives including Dee-Zol (all-in-one diesel treatment), Dee-Zol Plus (with cold flow improver), Dee-Zol Life (long-term storage stabilizer), Cold Flow Improver/Diesel Gel Defense (winter anti-gel), Quick Thaw (gelled fuel rescue), Ethanol Defense and Mix-I-Go (gasoline/ethanol treatments), Mix-I-Go Small Engine and Marine MXO (specialty ethanol products), Marine Dee-Zol (marine diesel), Bellicide and ClearKill (EPA-registered biocides), Bell Tank Treatment SDF (sludge dispersant), Bell Demulsifier EB (water separation), and Super Tane (cetane improver); and (2) Fuel & Tank Services including Fuel Testing (Fuel Pulse with ASTM testing and ATP microbial screening), Tank Cleaning, Fuel Polishing/Filtration, Hybrid Approach (combined chemical-mechanical treatment), Fuel Maintenance, Compliance Certification, Fuel Quality Guarantee (FTS 360), and Fuel Secure subscription program. Products serve consumer markets (cars, boats, motorcycles, small engines) and commercial/industrial markets (data centers, fleets, generators, aviation, government, healthcare, telecommunications).

Differentiator

Problem solved

Functional benefit

Brands

• Dee-Zol: All-in-one diesel fuel treatment combining detergent, cetane improver, moisture eliminator, lubricant, combustion modifier, and fuel stabilizer. Manufactured since 1954.
• Dee-Zol Plus
• Dee-Zol Life
• Mix-I-Go
• Ethanol Defense
• Marine MXO
• Marine Dee-Zol
• Bellicide
• ClearKill
• Cold Flow Improver
• Fuel Pulse
• Fuel Secure

Products and services

• Dee-Zol All-in-one diesel fuel treatment combining detergency, cetane improvement, water control, lubricity enhancement, and fuel stability for everyday maintenance. Treats up to 160 gallons per 16 oz bottle. For passenger cars, trucks, equipment, and generators running on diesel.
• Dee-Zol Plus All-in-one diesel treatment variant with cold flow improver added for winter use. Lowers cold filter plugging point (CFPP) by 5–10°F. Treats up to 320 gallons per 32 oz bottle.
• Dee-Zol Life Long-term fuel storage stabilizer for stored diesel. One gallon treats up to 2,000 gallons; extends usable diesel storage life from 6–12 months to 2–3 years. Aimed at commercial fuel storage operators.
• Cold Flow Improver Dedicated winter anti-gel treatment using polymer chemistry to prevent paraffin wax crystals from clogging fuel filters. Lowers CFPP by 15–20°F at normal treat rates; 32 oz treats up to 250 gallons. Added before temperatures drop near freezing.
• Ethanol Defense Ethanol fuel treatment protecting against phase separation, water absorption, and solvency damage from E10/E15 ethanol blends. Treats up to 160 gallons per 16 oz bottle at 1 oz per 10 gallons. For cars, trucks, boats, small engines.
• Mix-I-Go High-detergent gasoline additive using PIB and PEA detergent chemistries, compatible with ethanol blends over 20%. For passenger cars and light trucks. Treats up to 160 gallons per 16 oz bottle.
• Bellicide EPA-registered fuel biocide for eliminating bacterial and fungal contamination in stored diesel, biodiesel, and heating oil. Shock treatment at 2.5 oz per 100 gallons; maintenance dose at 1.25 oz per 100 gallons.
• ClearKill EPA-registered biocide for killing microbial contamination in stored fuels, used in conjunction with Bellicide for active infections in diesel and heating oil systems.
• Bell Tank Treatment SDF Sludge dispersant that breaks down existing fuel sludge and biomass deposits into a form that can be filtered out mechanically. Commercial/industrial use.
• Bell Demulsifier EB Demulsifier that breaks fuel-water emulsions so free water drops to the bottom of tanks for removal.
• Super Tane Cetane improver additive raising diesel ignition quality for smoother starts, quieter running, and more complete combustion.
• Fuel Testing (Fuel Pulse) Analytical fuel testing service using ASTM tests including Water and Sediment (D-2709), Cetane Index (D-976), Oxidation Stability (D-2274), Sulfur Content (D-2622), ATP microbial testing, and Karl Fischer water measurement. Provides lab analysis of fuel condition for mission-critical applications.
• Tank Cleaning Physical removal of sludge and biomass from tank bottoms and walls, often after transferring fuel to temporary storage, combined with biocide treatment.
• Fuel Filtration / Fuel Polishing Mechanical filtration running stored fuel through water-separation and particulate filters to remove water, sediment, and microbial biomass; can include heating to improve separation.
• Hybrid Approach to Fuel Decontamination Combined chemical-and-mechanical fuel management program pairing biocide treatment for microbial contamination with mechanical filtration for biomass removal, matched to specific fuel problems identified through testing.
• Fuel Maintenance Preventive maintenance program for commercial and industrial fuel systems covering fuel quality monitoring and chemical treatment.
• Compliance Certification Fuel quality certification service providing documented fuel testing records for regulatory compliance including NFPA 110 and Joint Commission standards.
• Fuel Secure Monitoring Subscription Recurring fuel monitoring subscription bundling regular ASTM fuel testing, quarterly microbial monitoring, expert recommendations, treatment program management, and documented compliance reporting. Typically $875–$1,475 per tank per year for data centers and mission-critical facilities.

Quantifiable outcome

• Dee-Zol Life stabilizer extends diesel storage life from 6-12 months to 2-3 years
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Power Service Products: Power Service Products (Diesel Kleen, Clear-Diesel) is a direct competitor in diesel fuel additives, cetane improvers, cold flow treatments, and antimicrobial biocides for commercial and consumer markets. Highly comparable in product mix and customer base to Bell Performance.
• Gold Eagle (Sta-Bil): Gold Eagle's Sta-Bil brand competes directly with Bell's Dee-Zol Life and consumer fuel stabilizers for stored gasoline and small-engine applications. Comparable consumer/channel strategy and similar formulation focus.
• Sea Foam: Sea Foam sells gasoline, diesel, and small-engine fuel additives through automotive retail and direct-to-consumer channels, overlapping with Bell's Mix-I-Go and small-engine lines. Both target hobbyists, marine, and consumer DIY segments.
• Howes Products: Howes Products makes diesel anti-gel and fuel treatment products (Meaner Power Klean, Diesel Treat) competing directly with Bell's Cold Flow Improver and Dee-Zol Plus. Comparable in commercial fleet channel focus and cold-weather positioning.
• FPPF Chemical: FPPF Chemical formulates diesel fuel conditioners, biocides, and cold-flow improvers sold to fleets and fuel distributors—directly overlapping Bell's commercial portfolio including Dee-Zol and Bellicide.
• Lucas Oil: Lucas Oil offers fuel additives and lubricants with strong consumer brand presence, overlapping with Bell's consumer additive lines and small-engine products. Comparable marketing-driven go-to-market and product category.
• BG Products: BG Products provides fuel system service chemicals and dealer/installer service programs that parallel Bell's commercial tank cleaning, fuel polishing, and additive programs. Both target mission-critical and fleet fuel quality management.
• Penray Companies: Penray manufactures chemical additives for fuel, cooling, and aftermarket automotive applications—directly comparable to Bell's fuel additive portfolio and similar commercial distribution channels.

Broad incumbents

• Chevron Oronite (Techron): Chevron's Oronite additive business supplies Techron and other fuel detergent packages globally to refiners and fuel marketers. Significantly larger scale; overlaps with Bell's Mix-I-Go and gasoline deposit-control category but supplies upstream rather than end users.
• Lubrizol (Berkshire Hathaway): Lubrizol is a global specialty chemical leader with fuel and lubricant additive lines competing in industrial and commercial categories adjacent to Bell's biocides, demulsifiers, and cetane improvers. Much larger R&D and global reach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/BellPerformance
• YouTubeyoutube.com/user/BellPerformance
• Facebookfacebook.com/BellPerformance
• LinkedInlinkedin.com/company/bell-performance

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bell Performance