BrakeTech USA has been sold to Brock and Rhonda Davidson of Brock’s Performance, with manufacturing continuing at the company’s Reidsville, North Carolina shop and part numbers and pricing unchanged. Founder Jeff Gehrs, who designed the company’s rotor line, has stepped back from daily operations and remains with the business as Senior Technical Advisor. The company now operates as BRAKETECH USA, LLC, a Brock’s Performance company, and a rebuilt braketech.com went live this week alongside the ownership change. Operating Manager Brock Davidson announced the transaction in a letter to customers.
Highlights
- Ownership: Brock and Rhonda Davidson, owners of Brock’s Performance, have acquired BrakeTech USA; the entity is now BRAKETECH USA, LLC
- Founder retained: Jeff Gehrs continues as Senior Technical Advisor after stepping back from day-to-day operations
- Manufacturing unchanged: Production stays at the Reidsville, North Carolina facility, with part numbers and pricing held at current levels
- Catalog target: Phase two of the website build takes the online catalog to approximately 350 rotor SKUs
New Ownership, Same Shop
The purchase moves a small US manufacturer of aftermarket motorcycle brake rotors under the Brock’s Performance umbrella, a motorcycle performance parts business the Davidsons already operate. Davidson said he and Gehrs reached what he described as an amicable agreement, and that the engineering behind the product line stays with the product line through Gehrs’s advisory role.
Davidson framed the deal as a continuity purchase rather than a turnaround. “I am not here to change BrakeTech. I am here to take it to the next level,” he said in the letter.
What Changes for Customers?
Little, according to the company. Ordering continues by website, phone, or email, and BrakeTech’s existing phone and email order channels remain in service. Part numbers and pricing are unchanged. The company says the process does not become more difficult under new ownership.
The Product Line
BrakeTech’s manufacturing range carries over intact:
- AXIS floating rotor system — the company’s core rotor technology, which BrakeTech says is AMA and FIM legal
- Cobra SS — street and road performance rotors
- AXIS/RR — round-race series rotors for sanctioned competition
- CobraMX — motocross and off-road rotors
- SuperAxe rotors and BigBrake kits — oversized brake packages
- BT-HD — Harley-Davidson-specific rotors and brake kits
- Caliper Racing Pistons — a design the company describes as anti-fluid-boil, converting OE calipers to race specification
- Rotor carriers, bobbins, and mounting hardware
A Website Still Being Built
The rebuilt braketech.com launched this week, developed to serve retail customers and dealers through the same storefront. Davidson acknowledged the site is incomplete: products, fitments, and technical information are still being loaded, and the company is directing customers to call or email for anything not yet posted.
Phase two of the build is the substantive commitment. BrakeTech puts the target at roughly 350 rotor SKUs, which the company says covers the majority of fitments customers request.
Why the Davidsons Bought It
Davidson said his interest came from testing the product rather than from a market thesis. “It would have been a genuine loss to the industry if one of the best components you can put on a motorcycle had gone away, and Rhonda and I were not willing to let that happen,” he said.
The stated plan is to keep building the existing designs while adding the Brock’s Performance organization, marketing, and graphics team behind the brand to widen its reach among riders and shops.
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