ABOUT
HEL’s ancestor, Hose-Equip, was established in 1985 as an authorized Aeroquip distributor and soon made a name for itself in the industrial, marine, and hydraulic markets, based on a friendly and collaborative approach to quality and service. Hose-Equip quickly became an authorized MOD contractor and achieved ISO9000 quality assurance
Millennial HEL
HEL Performance acquired Hose-Equip in 2000 as a strategic means to compete in the performance fluid transfer marketplace. The name became Hose Equip Limited, shortened to HEL, and the HEL Performance brand was born-along with the now world-famous Devil’s Tail logo. To this day, quality remains central to their success
The Birth of HEL Performance
HEL Performance acquired Hose-Equip in 2000 as a strategic means to compete in the performance fluid-transfer marketplace. The name became Hose Equip Limited, shortened to HEL, and the HEL Performance brand was born – along with the now world-famous Devil’s Tail logo. To this day, quality remains central to their success.
Courage to Change the Market
With established reputations and experience in the hydraulics market, Simon Lane and Chris Porter launched HEL Performance’s new approach to motorcycle brake lines. The rest is history…
HEL Performance’s market distinction was, and remains, simple: their brake line products have never competed directly with reusable ones. Their system – the first fully swaged brake line in the UK market – uses only stainless steel and titanium. They have always shunned mild steel or aluminium, as they invariably corrode. Sure, stainless-steel fittings cost more to manufacture and to buy. But for them, cost has never, and will never, be more important than quality or safety.
Since they introduced their swaged system, their competitors have followed suit because it makes so much more sense. This is great for the market and merely qualifies their leadership in bringing tamper-evident, safer, permanently attached brake line fittings to the forefront.
Quality over Compromise. Always.
HEL Performance was also the first in the industry to apply a PVC cover during hose manufacture to protect vehicle paintwork. Until then, covers were typically applied by heat shrink, which not only resulted in a substandard finish but also made it almost impossible to colour-match future lines accurately. Such a move required significant investment and vastly expanded stock holding, but it secured the highest quality finish in the marketplace – along with the reputation that comes with it.
Soon, all their competitors replaced in-house heat shrinking with pre-covered hose. When they decided to be the first manufacturer in the world to offer coloured stainless-steel fittings instead of aluminium ones, they eliminated electrolytic corrosion in the lines. HEL simply didn’t believe it was right to use aluminium if it meant potential brake line failure.
Being first matters to us…
…and to those whose careers demand it
HEL were also the first of their kind to fully exploit the internet by offering the first online shopping area and warranty registration.
They feel as though they have led the industry forward by pioneering radical concepts and designs and by making brave decisions. Now, through innovation, they know that they have created safer and more durable products that apply where it matters most.
The Restless Pursuit of Perfection.
