??? Lindsay Walker: Revolutionising Motorsport Marketing in Australia

Unless you rode a motorcycle and followed motorcycle racing in Australia, you will never have heard of this sporting legend - Lindsay Walker.

In the 1970s, Walker transformed Avon Tyres' presence in Australia through innovative marketing and strategic involvement in motorcycle racing. Initially selling Avon tyres in Sydney, Walker faced challenges when the UK-based manufacturer halted exports. Undeterred, he travelled to London to secure a limited supply, ensuring continued availability in Australia.

Recognising the promotional potential of motorsport, Walker established Team Avon Tyres. He meticulously selected riders Jim Budd and Roger Heyes, outfitting them in white leathers to complement the team's immaculately prepared Kawasaki Z900. Their professional presentation set new standards in the racing community. When Walker was looking for another rider, Heyes advised "you need to sign up this Jim Budd guy - he's winning everything at the moment."

In the 1976 Castrol Six Hour race, Team Avon introduced the innovative 'Swirl-Filler' device, built by an engineering friend of Budd's, which significantly reducing refuelling times and contributing to their victory. This success exemplified the 'win on Sunday, sell on Monday' philosophy, boosting Avon Tyres' market presence.

In the 1978 Castrol Six Hour race, Team Avon Tyres secured a commanding victory with Jim Budd and Roger Heyes riding the Yamaha XS1100. Despite the bike’s touring design and shaft drive, the team’s strategic mid-race tyre change—a race-first innovation—helped them dominate the competition.

Beyond racing, Walker expanded Avon’s product range to include inflatable boats. Notably, adventurer Hans Tholstrup used an Avon inflatable to cross Bass Strait, with Walker supporting the expedition by managing fuel supplies in a second inflatable—a venture that showcased the versatility of Avon’s products.

After solidifying Avon Tyres' reputation in Australia, Walker sold the franchise and ventured into the computer industry, building a successful business. His career reflects a blend of entrepreneurial spirit and innovative marketing, leaving a lasting impact on both the tyre industry and motorsport marketing strategies.

Key Insight: Strategic marketing and professional presentation can significantly enhance brand visibility and success.

Full disclosure: Jim Budd is my late husband, and hero, so I am personally, and intimately, attached to this story.

#visbility #blueprintofachampion #brandstrategy #motorsportmarketing #leadershipvision #innovativeleadership