Bob White Electrix
Bob White Electrix, founded in 1946 in Geelong, Australia, repairs and services medium-to-large electric motors and generators for industrial operators across power, mining, oil and gas, rail, and utilities. It is an authorized service provider for ABB, GE, Siemens, Toshiba, Mitsubishi, WEG, and TECO.
- Company typePrivate
- Founded1946
- HeadquartersNorlane, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Bob White Electrix does
Bob White Electrix is an Australian industrial services company founded in 1946 and headquartered in Norlane, Victoria (Geelong), specializing in the repair, servicing, and maintenance of medium-to-large electric motors and generators. The company serves as an authorized service provider for all major global OEM motor brands including ABB, GE, Siemens, Toshiba, Mitsubishi, WEG, and TECO, and supports operators across power generation, oil and gas, mining and steel, petrochemicals, industrial gases, rail, manufacturing, and water utilities — with named enterprise customers including Origin Energy, Exxon Mobil, Viva Energy, Beach Energy, Bluescope, GFG Alliance, Tronox, BOC, One Rail, Opal, and Melbourne Water.
The company's core technology stack centers on a uniquely capital-intensive workshop complex: a heavy fitting and generator rotor area (1125 m2), a general industry motor repair area (1155 m2), a heavy-duty coil workshop (540 m2), and a conductor manufacturing and insulating area (345 m2). Distinctive capabilities include Australia's only high-speed balance bunker for turbo-generator rotors up to 700MW, dynamic balancing capacity up to 120 tonnes, vacuum pressure impregnation for coil insulation, full-service machining, and four 1MW diesel locomotive generators enabling off-grid testing of high-capacity motors. The company also performs Life Expectancy and Performance (LEAP) testing as a programmed maintenance diagnostic.
The business model is a hybrid of professional services and OEM-channel distribution. Revenue is generated through breakdown repairs, scheduled maintenance programs, high-speed balancing and overspeed testing, and pre-purchase advisory plus sourcing of new OEM motors and spare parts. Pricing is quote-based and not publicly disclosed. Go-to-market is sales-led, with a Business Development Manager handling direct enterprise enquiries, complemented by inbound referral work from OEM authorized-service agreements. The company was owned by ABB from 2012 to July 2022, when it was sold to an independent family-owned group based in Geelong, and continues to operate under local independent ownership. Certifications include ISO 9001, ISO 45001, and EASA accreditation.
Bob White Electrix firmographics
Firmographics- Name
- Bob White Electrix
- Legal name
- Bob White Australia Pty Ltd
- Website
- https://bwe.com.au
- Company type
- Private
- Founded year
- 1946
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Bob White Electrix, founded in 1946 in Geelong, Australia, repairs and services medium-to-large electric motors and generators for industrial operators across power, mining, oil and gas, rail, and utilities. It is an authorized service provider for ABB, GE, Siemens, Toshiba, Mitsubishi, WEG, and TECO.
- Ownership category
- akta.pro rank
Bob White Electrix industry classification
Industry- Product category
- Industrial Electric Motor Servicing and Repairs
- NAICS
- Motor and Generator Manufacturing (335312)
- SIC
- Motors & Generators (3621)
- akta.pro primary industry
- Emergency Generator & Transfer Switch Troubleshooting (HSAOAEAI)
- akta.pro secondary industry
- Emissions Controls & Environmental Retrofit Services (SCR/FGD/ESP, CEMS) (EUAEALAL)
Keywords
Where Bob White Electrix is headquartered
LocationHeadquarters
- HQ city
- Norlane
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Bob White Electrix business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales
Revenue model
- Electric Motor Servicing & Repairs: Providing breakdown repairs and programmed maintenance services to electric motors and generators. Services include Life Expectancy and Performance (LEAP) testing, repairs through direct engagement or OEM service plans.
- High-Speed Balancing: Specialized high-speed balancing and overspeed testing services for turbo-generator rotors up to 700MW
- OEM Electric Motor Sales & Parts: Pre-purchase advice and sourcing of new electric motors and spare parts from leading global manufacturers
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
Bob White Electrix product offering
Product offeringCore offering
Bob White Electrix services, repairs, and tests industrial electric motors and generators for enterprise customers across sectors such as power generation, mining, oil & gas, steel, and rail. The company provides Life Expectancy and Performance (LEAP) testing, programmed maintenance, breakdown repairs (directly and under OEM service plans), high-speed balancing for turbo-generator rotors up to 700MW, dynamic balancing up to 120 tonnes, vacuum pressure impregnation for coil insulation, off-grid motor testing using 4x1MW diesel generators, and pre-purchase sourcing of new OEM electric motors and spare parts from brands including ABB, GE, Siemens, Toshiba, Mitsubishi, WEG, and TECO.
Product overview
Bob White Electrix offers a unified portfolio of electric motor and generator services. The core offerings include Electric Motor Servicing (LEAP testing and programmed maintenance), Electric Motor Repairs (breakdown and OEM service plan repairs), High-Speed Balancing (Australia's only turbo-generator rotor balancing facility up to 700MW), and OEM Electric Motor Sales (new motor sourcing from global manufacturers). Supporting these are specialized workshop capabilities including dynamic balancing up to 120 tonnes, vacuum pressure impregnation, extensive machining, baking and drying ovens, and multiple test bays. The company services all major OEM motor brands including ABB, GE, Siemens, Toshiba, Mitsubishi, WEG, and TECO.
Differentiator
Problem solved
Functional benefit
Products and services
- Electric Motor Servicing Life Expectancy and Performance (LEAP) testing and programmed maintenance services to maximize electric motor or generator performance for industrial operators.
- Electric Motor Repairs Breakdown repairs to electric motors and generators delivered through direct engagement or as part of OEM service plans for enterprise industrial customers.
- High-Speed Balancing Australia's only high-speed bunker for balancing and overspeed testing of turbo-generator rotors, capable of accommodating rotors up to 700MW.
- OEM Electric Motor Sales and Parts
Quantifiable outcome
- Turbo generator rotor testing capacity up to 700MW
- +1 more outcomes
Companies that use Bob White Electrix
Customer profileNamed customers11 records
Segments4 records
Ideal customer profiles3 records
Bob White Electrix technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Bob White Electrix partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered former major owner and core.
- ABBformer major ownerABB acquired Bob White Electrix in 2012 to integrate services into their global operation. The company was later sold to an independent family-owned group in July 2022. During ABB ownership, Bob White Electrix serviced the Melbourne High Capacity Metro Trains project.
- ABB (as motor brand serviced)coreServices and repairs ABB electric motors and generators as an authorized service provider
- GE (as motor brand serviced)coreServices and repairs GE electric motors and generators
- Siemens (as motor brand serviced)coreServices and repairs Siemens electric motors and generators
- Toshiba (as motor brand serviced)coreServices and repairs Toshiba electric motors and generators
- Mitsubishi (as motor brand serviced)coreServices and repairs Mitsubishi electric motors and generators
- WEG (as motor brand serviced)coreServices and repairs WEG electric motors and generators
- TECO (as motor brand serviced)coreServices and repairs TECO electric motors and generators
Scale indicators4 records
Recent moves12 records
Expansion highlights4 records
Bob White Electrix competitors and assessment
Company assessmentBroad incumbents
- Wärtsilä: Finnish global supplier of engine and power-plant solutions with significant lifecycle services for rotating equipment. Adjacent to Bob White in service intensity and customer overlap, particularly in energy and industrial generation.
- ABB: Global motor and drives manufacturer with a large installed base and worldwide service network; former owner of Bob White Electrix (2012–2022). Competes with Bob White for service work on ABB machines, while also being a partner brand that the company services under authorized agreements.
- GE Vernova: Global power-generation OEM (formerly GE Power) with a large services arm covering generators, steam/gas turbines, and grid equipment. Directly comparable to Bob White on large turbo-generator rotor servicing and overhaul work.
- Sulzer: Swiss-headquartered global leader in rotating equipment services for pumps, turbines, compressors, motors, and generators. A much larger incumbent offering overlapping aftermarket services across power, oil & gas, and industrial sectors served by Bob White.
- Nidec Corporation: Global Japanese electric motor and generator manufacturer with a growing service and aftermarket business. Relevant comparable for Bob White as both a competing service provider and an OEM whose machines the company services.
- Siemens Energy: Global OEM of large generators, motors, and power-plant equipment with a multi-billion-dollar service business. Overlaps with Bob White's high-speed balancing and generator service work, especially in utility-scale turbo-generators.
Direct peers
- Hammond Power Solutions: North American designer and manufacturer of dry-type transformers, magnetics, and related power products with adjacent service and rewind capabilities. Smaller-scale peer with a comparable mix of OEM supply and service work targeting industrial customers.
- Integrated Power Services (IPS): US-headquartered independent provider of electric motor, generator, and rotating equipment repair and field services across industrial end markets. Closest direct peer to Bob White Electrix, offering the same core service portfolio (rewinds, balancing, testing, field service) to industrial customers at a larger scale.
- Winn-Marion Companies: US-based industrial services group focused on electric motor, generator, and control systems repair and field service. Closely comparable service mix and customer type to Bob White Electrix, though primarily North American in footprint.
Others
- WEG: Brazilian global manufacturer of motors, generators, and drives with an established service and rewind network. A current OEM partner of Bob White, but also a broader incumbent in the global industrial motor service market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Bob White Electrix social profiles
Digital presenceBob White Electrix compliance and trust
Trust signalCompliance3 records
Bob White Electrix financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bob White Electrix leadership team
Management profileNumber of profiles
Profiles1 record
Bob White Electrix funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bob White Electrix 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 Bob White Electrix
What does Bob White Electrix do?
Bob White Electrix services, repairs, and tests industrial electric motors and generators for enterprise customers across sectors such as power generation, mining, oil & gas, steel, and rail. The company provides Life Expectancy and Performance (LEAP) testing, programmed maintenance, breakdown repairs (directly and under OEM service plans), high-speed balancing for turbo-generator rotors up to 700MW, dynamic balancing up to 120 tonnes, vacuum pressure impregnation for coil insulation, off-grid motor testing using 4x1MW diesel generators, and pre-purchase sourcing of new OEM electric motors and spare parts from brands including ABB, GE, Siemens, Toshiba, Mitsubishi, WEG, and TECO.
Is Bob White Electrix a public or private company?
Bob White Electrix is a private company. It is classified as family owned and is currently operating.
When was Bob White Electrix founded?
Bob White Electrix was founded in 1946. It employs 11 to 50 people.
Where is Bob White Electrix based?
Bob White Electrix is headquartered in Norlane, Australia, in the Oceania region.
How does Bob White Electrix make money?
Three revenue lines are on record. Electric Motor Servicing & Repairs are the primary driver. The others are high-Speed Balancing and OEM Electric Motor Sales & Parts.
Who are Bob White Electrix's main competitors?
Broad incumbents on record are Wärtsilä, ABB, GE Vernova, Sulzer, Nidec Corporation and Siemens Energy. Direct peers are Hammond Power Solutions, Integrated Power Services (IPS) and Winn-Marion Companies. WEG is listed as an others.
Does Bob White Electrix have an API?
No public API is recorded for Bob White Electrix.
What industry is Bob White Electrix in?
Bob White Electrix's product category is Industrial Electric Motor Servicing and Repairs. Its primary akta.pro industry code is HSAOAEAI, Emergency Generator & Transfer Switch Troubleshooting, with a secondary code of EUAEALAL, Emissions Controls & Environmental Retrofit Services (SCR/FGD/ESP, CEMS). Its NAICS code is 335312 and its SIC code is 3621.