Putoline Distribution
operations manager Brown. “After all, they’re the ones in the front line. “Many of our lubricants are already
well known. New products we are introducing include Drytech chain lube, helmet sanitiser sprays and a bio-degradable air filter cleaner that comes in granule form ready to be mixed with water. Our recently introduced fuel stabilisers and injector cleaners are proving to be very successful, and our new V-twin range of engine and gear oils will be very popular with Harley owners. “In 2011 we introduced Nano
Tech 4+ and Nano Tech Off Road 4+ – the first motorcycle four-stroke oils using nano technology. By using nano technology, oil can generate a greater contact surface and the results are simply incredible. “We have had an amazing response
Operations manager Dylan Brown (left) and MD John Hayden
“In trials we will be the main sponsor of the Scottish Six Days Trial for the sixth year running and we have supported the UK round of the X-Trial world championship as section sponsor. And we are the UK recommended lubricant for Gas Gas, Beta, Ossa and Scorpa. “On tarmac we have a lot to announce for 2013. We will be supporting the TAG Triumph team in the BSB Supersport 600 class, plus many more riders and teams, in fact hundreds at grass roots and club level with sponsorship packages for budding stars of the future.”
CLASSIC OFF-ROAD In addition to the impressive sponsorship commitment to mainstream motorcycle sport, Putoline sees significant sales growth potential in classic off-road sport. “It’s potentially a big market
for us,” confirms the MD. “We’ve been main sponsors of the Veterans
Motocross des Nations at Farleigh Castle for the last three years, and we’ve seen how Twinshock and Evo class motocross has grown in the last few years. We want to be part of that. “We’ve seen how customers are willing to spend on quality products for their classic machines even in the face of the recession. That’s why we’re expanding our marketing efforts on the classic front. “We’re sponsoring the Dave Thorpe Evo Championship and we sponsored the Classic Off Road Show at Telford in February. We also sponsor the Pre-65 Scottish Two Day Trial.”
PRODUCT DEVELOPMENT Marketing, advertising and sponsorship all helps, but product is the core of Putoline Distribution business success. “We respond to what our dealers tell us they need in terms of developing new products,” says
from race teams, dealers and consumers for these oils. Despite them being high end, the range has proved to be a runaway success. “On the classic front, because of demand from our dealers, we will re- introduce our 30, 40 and 50 weight monogrades for classic bike owners as well as refreshing the packaging on our classic scooter oils, changing the one-litre bottles to a new design pack that fits in toolboxes more easily. It all makes a difference. Adds Hayden: “We continue to
develop products for classic bikes and scooters. Our range of classic scooter oils is just one of our success stories.”
DEALER BACK-UP/STAFF The Putoline team looks after its dealers. “They are the key to our success,” says Hayden. “The newly structured sales and management teams include five area sales managers, all employed by us, plus one agent on the road. “Dylan Brown looks after the
north-west, Allan Fisher the north- east, Gary Sidaway the Midlands, Dave Walley the south-west and Jim Moulder the south-east. Dave Byron,
“Customers
are willing to spend on quality products for their classic machines.”
our agent, is responsible for Scotland and Ireland. “In addition, Gary Sidaway is our UK sales manager, responsible for all sales and related items, and Jim Moulder is our UK technical sales manager, handling all product information,
technical questions and enquiries.
“In the warehouse we have Gary
Gray, Blake Woulds and Mick Redshaw, and in the office Wendy Bannister, Janice Barney, Sal Booth, Ben Hudson and director Sally Hayden. Accountant Richard Baxter keeps an eye on finances. It’s a small team for the business we do – but it’s a very good one.”
PUTOLINE TIMELINE
1970 Jan Put launches Putoline in Bladel, southern Holland.
1979 Putoline enters UK distributed by leading Maico dealer Hewitt
Motorcycles. Maico importer Bryan Goss takes over distribution.
1986 Mark Hood and Brenda Scotney form Putoline Oil Ltd.
1992 Theo Kothuis buys Putoline from Jan Put and establishes Putoline
BV – still based in Bladel.
1994 Lintek Gleave takes over Putoline product UK distribution.
1995 Putoline takes UK distribution in-house forming wholly-owned
Putoline Distribution Ltd. Mark Hood appointed director.
2001 April: Hood killed in motorcycle accident. August: John Hayden
appointed managing director.
2004 Hayden and wife Sally become the owners of Putoline Distribution
following management buy-out.
2007 Putoline Distribution becomes the UK distributor for Bell Helmets.
2010 Putoline Distribution moves from Bourne, Lincolnshire, to larger
premises in Market Deeping, Lincolnshire.
2011 Record sales. Dylan Brown appointed operations manager.
2013 Major promotion campaign commences with sponsoring of
world indoor trial opening round (5 January, Sheffield), and Telford Off- Road Show. Staff level: 14 full-time. Dealer network: 1000-plus
52 MARCH 2013
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