Team Background

With more than 40 years in the industry, Northern Force Racing has a reputation as one of the most successful and professional teams ever to compete. The teams’ performance record includes a world speed record as well as multiple event championships and the setting of several track records across North America. The teams’ professionalism is acknowledged through two members who are recognized in the Canadian Motorsport Hall of Fame.

Team Owner

Bob Elliott has more than 40 years invested in the drag racing industry. His involvement has been committed since the first time he laid eyes on a drag strip. From owning and operating his own speed and repair shop’s, to campaigning his Northern Force teams to record setting performances and cult like fan followings over the course of his career, Bob is a proven success in the world of business and drag racing.

“Bogus” as he is known to many fans and competitors, earned his nick name for his uniqueness as a competitor and charisma as a media presence. Bob’s accomplishments in the world of drag racing and more specifically as a trail blazer in Canadian drag racing, have already earned him a spot in the Canadian Motorsport Hall of Fame. His original fire retardant racing suit is on display there as part of the drag racing exhibit. Bob has also been recognized for his accomplishments in drag racing history by being nominated for induction into the Canadian Motorsport Hall of Fame as a result of his contributions and achievements in the sport.

Among all of the achievements in Bob’s career, some have risen above the rest and become defining moments. His record setting performance in the Alcohol Funny Car class makes Bob stand alone as the only Canadian to have held an NHRA certified speed record in the Alcohol Funny Car class. Another of his unique accomplishments is that he was the first Canadian to own and be licensed to operate a jet turbine powered Funny Car. Bob would later pilot this car to the quickest and fastest side by side Jet Funny Car races in history and set approximately 50 track records across North America. Bob also paved his way into history when he piloted his Northern Force Fuel Funny Car to a birth in the elimination rounds of the U.S. Nationals, which is considered to be the Super Bowl of drag racing. Bob still remains as one of only a select few that has accomplished this feat with a Canadian owned & operated team. Bob has also experienced the rewards of victory, having led the NHRA Championship point’s standings during two separate seasons in the Alcohol Funny Car class while winning numerous divisional events along the way.

Aside from his impressive on-track performances Bob was a pioneer off the track as well. He was one of the first in North America to utilize a tractor-trailer combination which helped to increase the popularity and visibility of his race team. He also made uniforms and custom paint schemes an integral part of his teams professional appearance. Bob has always considered the fans to be his customers and in turn one of the most important aspects to a successful race team. Over the years he has fueled his fans enthusiasm with his record setting performances and his constant availability to them when making public appearances.

Bob’s media image comes not only from his record breaking performances on the track but from his likeable demeanor, intelligence and winning personality when dealing with his fans and the media. The media attention started for Bob during his days as the public address announcer at Dragway Park in Cayuga, Ontario. The success he enjoyed there led to him becoming the color commentator on nationally broadcast racing programs as well as authoring weekly columns for racing magazines. With all of this notoriety Bob came into high demand for awards ceremonies and charity auctions as the master of ceremonies. His race teams and cars also gained highly touted media spots, being featured in Molson’s Breweries and Sunoco Race Fuels displays at major automotive shows while earning three centerfold appearances in international racing publications. Both Bob and his cars have made numerous impressions in international and local media throughout his career including feature appearances on TNN, Much Music, CKCO TV and The A-Channel to name a few.

Bob Elliott is a consummate professional with a proven track record of success in both business and drag racing. His experience and knowledge of the sport, gained through his dedication, make him the ideal candidate to operate a championship caliber race team to market your products or services.

Marketing Director

Jory Elliott has been involved in the sport of drag racing for more than 20 years. Although born into a racing family, nothing involved with the racing trade has been handed to him. After watching his father compete at the top levels of the sport for many years, it was inevitable that Jory to would get the “need for speed”.

As an honor roll graduate of the business program at Sir Sandford Fleming College, Jory has set out to combine his proficiency in the business field with his fathers’ record setting professional racing career. Jory has proven his value to the team since taking on the role of Marketing Director in early 2005. His attention to detail and ability to communicate ideas concisely has brought him to the head of the marketing efforts.

Jory’s contributions to the sport do not end with his involvement at Northern Force Racing. His passion and knowledge of drag racing have earned him several writing positions with industry leading publications. His position as the lead editorial contributor of drag racing material for Inside Track Motorsport News is complimented by his contributions to RPM Magazine, DragCoverage.com and FastMachines.com.

Jory is a talented professional, who believes that hard work produces results. His professionalism and dedication are qualities that enable him to serve as an ambassador for Northern Force Racing and its marketing partners.

Director of Media Relations

Bruce Mehlenbacher has been involved with motor sports in excess of 40 years. His family, The Mehlenbacher’s, owned and operated one of the most successful drag racing facilities in Canada. Dragway Park, now known as Toronto Motorsports Park, is still to this day one of the best drag racing facilities in the nation. Bruce and his family are already members of the prestigious Canadian Motorsport Hall of Fame for their contributions to the sport of drag racing over the past 50 years.

Bruce’s career goes deeper than just a background in drag racing. He has managed both a drag strip and an asphalt oval. His days as the manager of Cayuga Speedway saw him organize events that attracted some of the biggest names in stock car racing including legends, Dale Earnhardt and Bill Elliott. Bruce has served as the public relations manager for the Super Chevy racing series and currently works with several teams in the NASCAR Canadian Tire Series as a public relations expert. All of this experience was combined to form Bruce’s business, JAJ Entertainment. Through this business Bruce has facilitated his clients in successfully forming the Pro Modified Racing Association, which is a flourishing drag racing circuit that now hosts six events each season in Ontario, Quebec and New York State.

Bruce brings with him a first rate media network built over years of professional work relations with media and information institutions. His contacts include print, web, radio and television based companies that are at the disposal of any marketing partner choosing to become involved with Northern Force Racing.