Wehrs Machine & Racing Products

What Wehrs Machine & Racing Products does

Wehrs Machine & Racing Products is a privately-held, U.S.-based manufacturer of precision-machined components for circle track racing, founded in 1988 and headquartered in Bangor, Wisconsin. The company produces an extensive catalog spanning suspension (front and rear components, screw jacks, shock components, travel limiters), drivetrain (carburetor and engine accessories, transmission parts, shifters), body mounting hardware, bolt kits, foam tool inserts, and racing-specific tools, with individual SKUs typically priced between $5 and $300 and larger equipment reaching $6,000. All parts are machined in-house at the Wisconsin facility under a "100% Made in the USA" positioning that the company treats as a core quality signal. The customer base is amateur through professional circle track racers (dirt and asphalt), purchasing for suspension tuning, drivetrain maintenance, body installation, and wheel alignment.

The company operates a proprietary technology sub-brand called Ultra Force, which sells wireless suspension and sway bar load sticks and Ultra Force machines that allow precise, tether-free measurement and tuning of race-car suspensions. Adjacent sub-brands — Scorezit (scoring/timing), TraceMySpace (space tracking), Trick Outdoors (outdoor equipment), and Circle Track App (a digital racing application) — extend the parent brand into adjacent tooling, measurement, and community niches, suggesting an explicit multi-brand ecosystem strategy within the racing vertical rather than a single-brand focus.

The business model is direct-to-consumer product sales with no recurring or subscription component. Revenue is generated through one-time purchases via the corporate e-commerce storefront and through a U.S. dealer network whose locations are surfaced via an embedded Atlist map on the company website. Pricing is unit-based across the catalog, with a "Scratch & Dent" category offering discounted inventory. Marketing reaches customers through Facebook, Instagram, and YouTube (top-of-funnel organic social), a digital PDF catalog (mid-funnel content), and the dealer network (bottom-of-funnel conversion). No public financials, headcount, ownership structure, or institutional investment are disclosed in available sources.

Name

Wehrs Machine & Racing Products

Legal name

Wehrs Machine & Racing Products

Website

https://wehrsmachine.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

Wehrs Machine & Racing Products is a privately-held US manufacturer of precision-machined circle track racing components, serving amateur and professional racers. Founded in 1988 in Bangor, Wisconsin, the company produces suspension, drivetrain, body parts, tools, and proprietary Ultra Force wireless measurement equipment domestically, sold direct and through a US dealer network.

Ownership category

akta.pro rank

Product category

Motorsports / Circle Track Racing Parts

NAICS

Motor Vehicle Steering and Suspension Components (except Spring) Manufacturing (336330), Motor Vehicle Steering and Suspension Components (except Spring) Manufacturing (33633), Motor Vehicle Transmission and Power Train Parts Manufacturing (33635), Motor Vehicle Parts Manufacturing (3363)

SIC

Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Axle & Suspension Linkages (Control Arms/Tie Rods/Bushings/Ball Joints) (IMACAIAL)

akta.pro secondary industries

Steering Systems & Components (Columns/Racks/EPS Pumps & Motors) (IMACAIAB), Engine Components & Subsystems Manufacturing (Blocks/Heads/Valvetrain/Pistons) (IMACAHAB), Passenger Vehicle Transmission & Drivetrain Systems Manufacturing (ICE) (IMACAAAG)

Keywords

• Circle track racing parts
• Suspension components
• Drivetrain components
• Racing tools
• Precision machined parts

Headquarters

HQ city

Bangor

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time sale of precision-machined racing components and tools through e-commerce and dealer network. Products range from small hardware items ($5-20) to larger equipment ($6,000 for tire smasher). No recurring subscription components.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Wehrs Machine & Racing Products manufactures and sells precision-machined components and tools for circle track (oval track) racing vehicles, covering suspension, drivetrain, body, shock, and bolt kit categories, alongside proprietary Ultra Force wireless load measurement devices for suspension tuning. All parts are produced in-house at the company's Bangor, Wisconsin facility and sold direct via its website and through a US dealer network.

Product overview

Wehrs Machine & Racing Products is a specialized manufacturer of circle track racing parts, offering a comprehensive portfolio of precision-engineered components. The product lineup centers on suspension systems (front and rear components, shock components, screw jacks, travel limiters), drivetrain parts (carburetor accessories, engine accessories, transmission, shifters), body components, tools, and bolt kits. The company also markets technology products under the Ultra Force brand, including wireless load sticks for suspension measurement. Additional sub-brands include Scorezit (scoring), TraceMySpace (tracking), Trick Outdoors (outdoor equipment), and Circle Track (app platform). The company emphasizes 100% US manufacturing and sells through both direct and dealer channels.

Differentiator

Problem solved

Functional benefit

Brands

• Ultra Force: Technology products including Ultra Force Machines & Accessories, Load Sticks
• Scorezit
• Trick Outdoors
• Circle Track

Products and services

• Accessories Racing accessory components including accessory clamps, adjusters, bottle clamps, fuel accessories, race radio mounts, and weight clamps for circle track vehicles.
• Body Components Body mounting and bracing components including hood pin mounts, sheet metal tools, and straps for racing vehicles.
• Bolt Kits Precision-engineered bolt kits for various racing applications including suspension cages, pinion mounts, and shock mounts.
• Drivetrain Drivetrain components including carburetor accessories, engine accessories, transmission parts, shifters, and related components for circle track racing.
• Screw Jacks & Accessories Suspension adjustment components including screw jacks, jam nuts, mounting hardware, and related accessories for racing applications.
• Shock Components Shock absorber components including bump stop accessories, shock mounts, and adjustment hardware for performance racing suspension systems.
• Suspension – Front Front suspension components including lower and upper control arms, steering components, and related mounting hardware.
• Suspension – Rear Rear suspension components including brake brackets, coil over kits, frame mounts, heim mounts, lift arms, panhard bars, pinion mounts, pull bars, spring sliders, suspension cages, trailing arm mounts, and related hardware for 2-link and 4-link configurations.
• Technology (Ultra Force) Advanced technology products including load sticks for suspension measurement and Ultra Force machines for precision racing applications.
• Tools Racing-specific tools including lead molds, set up plates, suspension tools, tire tools, and wrenches for circle track racing.
• Wireless Suspension Load Stick Wireless device for measuring suspension loads, enabling precise suspension tuning without physical connections. Part of the Ultra Force technology line for circle track racing teams.
• Wireless Sway Bar Load Stick Wireless measurement tool for sway bar load measurement and adjustment in racing suspension systems. Part of the Ultra Force technology line.
• Quick Adjust Bump Stop Adjuster Precision adjustment device for bump stop positioning, allowing quick suspension tuning changes during racing setup.
• Steel Snub Nose Pinion Mount Heavy-duty steel pinion mount designed for durability and performance in demanding racing applications.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Ultra ForcecoreOEM/ Whitelabel/ Licensing PartnerUltra Force is Wehrs' proprietary technology brand for advanced measurement and force technology products including wireless load sticks and Ultra Force Machines. This is their primary technologydifferentiation brand.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• AFCO Racing: AFCO manufactures shocks, suspension components, and setup tools specifically for circle track and drag racing. It is a direct competitor to Wehrs' suspension and shock product lines, serving the same grassroots racer customer base.
• Strange Engineering: Strange Engineering manufactures drivetrain, brake, and suspension components for circle track, drag, and street performance applications. It overlaps directly with Wehrs' drivetrain and suspension categories.
• BMR Suspension: BMR Suspension manufactures aftermarket suspension components, brackets, and chassis parts for muscle cars, drag, and circle track applications. It competes with Wehrs' suspension product lines and serves a closely related performance customer.
• Allstar Performance: Allstar Performance is a broadline circle track and drag racing parts manufacturer covering chassis, suspension, drivetrain, body, and accessories. Its catalog breadth and target market directly mirror Wehrs' one-stop-shop positioning.
• Speedway Motors: Speedway Motors is a large retailer and manufacturer of circle track, hot rod, and street rod parts, with its own product lines plus multi-vendor distribution. It competes with Wehrs on catalog breadth and serves the same racer and builder customer.
• Bicknell Racing Products: Bicknell designs and manufactures chassis, suspension components, and complete race cars specifically for dirt circle track racing. It is a direct competitor in the dirt oval niche where Wehrs sells its suspension and drivetrain parts.
• QA1 Motorsports: QA1 produces shocks, suspension components, driveline parts, and rod ends used across circle track, drag, and street performance. It competes with Wehrs across multiple overlapping product lines, particularly suspension and drivetrain.
• Competition Engineering: Competition Engineering produces chassis, suspension, and safety components for drag racing and circle track vehicles. It is a comparable manufacturer serving the same grassroots motorsport parts market.

Broad incumbents

• Heidts Hot Rod & Muscle Car Parts: Heidts designs and manufactures front suspension kits and chassis components primarily for street rod and muscle car applications, with adjacent exposure to circle track. Comparable in manufacturing approach and component design philosophy.
• Wilwood Engineering: Wilwood is a larger, established manufacturer of high-performance brake systems and related chassis components used across circle track, drag, road racing, and street performance. It overlaps with Wehrs' brake-related rear suspension and chassis product lines as a broad industry incumbent.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/wehrsmachine
• LinkedInlinkedin.com/company/wehrs-machine

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 Wehrs Machine & Racing Products