TEAM BACKGROUND

Having been an established motorsports team for more than 45 years now, Northern Force Racing has a reputation as a successful and exceptionally professional organization. The teams’ performance record includes an NHRA class speed record, as well as multiple event championships and the setting of numerous track records throughout North America. The teams’ accomplishments and professionalism is acknowledged through two members who have been inducted into the Canadian Motorsport Hall of Fame.

TEAM OWNER

Bob Elliott has invested more than 45 years in the motorsports industry as a businessman, team owner and driver. Although he dabbled in other forms of motorsport, the majority of his success has come in drag racing. From owning and operating his own speed and repair shops, to campaigning his Northern Force teams to record setting performances and cult like fan followings, Bob is a proven success in the world of business and motorsports.

“Bogus” as he is known to many fans and competitors, earned that nickname for his uniqueness as a competitor and charisma as a media presence. Bob’s accomplishments in the world of motorsports, and more specifically as an outstanding contributor to the Canadian drag racing community, earned him induction into the Canadian Motorsport Hall of Fame in 2011. His original fire retardant racing suit is also on display as part of the hall’s drag racing exhibit.

Bob’s career has provided several momentous occasions, however 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 class history. 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 repeatedly to the quickest and fastest side by side Jet Funny Car races in history, in the process setting approximately 50 track records throughout North America. Bob also paved his way into history when he piloted his Nitro Funny Car to a birth in the elimination rounds of the U.S. Nationals, which is considered the Super Bowl of drag racing. Bob still stands as one of only a select few that has accomplished this feat with a Canadian owned and operated team. Bob has also experienced great success finding the winners circle, having led the NHRA National Championship point’s standings during two separate seasons in the Alcohol Funny Car class, 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 spectators a priority and because of that has a devoted fan following.

Bob’s image comes not only from his record breaking performances on the track but from his likeable demeanour, 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 reputation he earned there led to his stint as a color commentator on a nationally broadcast racing program, and as an author for several motorsports related publications. With all of the notoriety he gained, Bob came into high demand as the master of ceremonies for several charitable and motorsports related functions. He and his race cars have also secured highly touted media spots including being featured in Molson’s Breweries and Sunoco Race Fuels displays at major automotive shows, earning three centerfold spreads in international racing publications as well as making appearances on both international and local television broadcasts.

DIRECTOR OF MARKETING

Jory Elliott is a marketing and communications specialist within the motorsports industry and has worked with several professional teams and drivers since his graduation from a post secondary education in business studies six years ago.

Jory’s contributions to the sport also extend beyond his commitment to teams and drivers, with writing credits in several industry leading publications including
Inside Track Motorsport News and PRN.

DIRECTOR OF MEDIA RELATIONS

Bruce Mehlenbacher is a veteran of the motorsports industry with more than 45 years of experience. His family, The Mehlenbacher’s, owned and operated one of the most successful drag racing facilities in Canada, known as Dragway Park. Bruce and his family were inducted into the Canadian Motorsport Hall of Fame in 1997 for their contributions to the industry.

During his career Bruce has managed both a drag strip and an asphalt oval. His days as the manager of Canada’s largest speedway saw him organize events that attracted some of the biggest names in stock car racing, including legends Dale Earnhardt and Bill Elliott.