Bruce Joelson 80 passed away this last week.
Bruce Joelson was a long-time friend, client and all-round good guy, MD and CEO of Elna Sewing machines and many other popular associated brands, his love for motor racing both two and four wheels got him into local racing, sponsorship and personally doing a lot of track racing himself. It was in the late ’70 s that his motor racing enthusiasm started in earnest.
He was the major sponsor who saved and improved Superbike racing in South Africa, sponsoring the national series for many years under the Elna Brand, becoming one of the longest sponsors for the series, creating a huge improvement in the series, for both riders and organizers. He went onto sponsoring the International superbike series bringing out world champions from the UK, USA and Australia and sponsoring the international series.
He also sponsored the first MX women series, ran a phenomenally successful MX National SA Team, and off road enduro Team, twice sponsor of USA legend Malcom Smith who was a good friend. on two and four wheels in the Roof, Bruce was a navigator to Malcolm in the car and won the Roof of Africa, Malcolm being the only competitor still to today to win the Roof on 2 and 4 wheels.
Bruce ran a successful superbike team with Springbok Dave Petersen and a MX team with Bunny Shandler and springbok Russell Campbell, winning several national titles over the years.
He also sponsored several international and local car track events and national series such as the Porsche Turbo Cup. Earning the award for several years as Mr. Sponsorship in South Africa by the media.
He was often seen at all the racetracks around the country, and well known and respected by all. He had one of the greatest collection of cars and motorcycles, all housed in a spectacular state of the art workshop.
His own track racing kicked off in drag racing when he raced a Ford Sierra V8 and won the Streetcar series in ’84. Then came the years he raced Porsche cars. Starting with a Porsche Carrera 3.8 GT. It was a special light weight version. Due to the unusual color, he called it ‘Pinkie’. It was phenomenally successful, winning numerous races that the SA Porsche Club arranged. Later, in ’97, I started racing a Porsche GT2 twin turbo race car. This car made 600 horsepower and was amazingly fast. He won many races all over South Africa and in Mozambique (Maputo). In July of 2000, he won the 2-hour endurance race at the Welkom Raceway a year later he won it again.
He will be remembered for saving many struggling events, teams, and riders and helping all competitors.
Bruce was well respected in the motoring industry, known and loved by all riders, teams, the media, and the industry and will be sadly missed by all who knew him, condolences to his family.
Digby Wesson