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By: Robert Janis

OMF Performance

Owners Experiences Make OMF Performance Successful

Continued from page 1...

OMF Performance also sponsors a few full-fledged professional racers and gives them wheels for no charge.

The fact that OMF Performance is involved with so many racers (it has racers in just about every category of ATV, UTV, cars, trucks, Jeeps, and buggy racing) it would not be a surprise to see at least one OMF Performance racer competing in a desert event, a short course race, a motocross, a GNCC cross country contest, a four-wheel or two-wheel drive event, a mud bog race, a flat track competition, and more.

Orchard has racers and sells products all over the world. The list of countries he sells products to include The Netherlands, Iceland, Dubai, South Africa, Australia, New Zealand, Canada, the U.S., the United Kingdom, France, Portugal, Norway, Ireland, Poland, and Spain.

Orchard volunteered that none of the FST racers test product. However,-the full fledged professional racers he sponsors do.

“We do pretty much all product development in house,” he said. “We’ve built enough and seen enough failures from normal causes, abuse, misuse, or crashes that nothing surprises us. Also, we have a means of testing in house. Still, we do use the full-fledged professional racers in product development.  We may send a racer special new stuff to test in private sessions. The new stuff is never tested in actual racing events. If there is an issue, then it is between me and the racer. No one else is involved.”

This allows OMF Performance to produce cutting edge products. “The only way you can produce cutting edge products is to take them past their limit,” explained Orchard. “If you want to get the lightest weight part, you have to start off not knowing what the lightest weight is. Then you push the product until it is too light, and it is destroyed.” Obviously, the company is pushing the envelope in product development.

Moreover, OMF Performance will produce one off custom products for a racer who requests it. If the one-of-a-kind item works well and interest builds for its release into the market, OMF Performance will produce that product for release.
If you are a racer who is interested in seeking sponsorship from OMF Performance’s FST program, Orchard suggests that you mail in a resume. The address is:

OMF Performance Products
9860 Indiana Avenue, Suite 17
Riverside, California 92503
(951) 354-8272

“We have designated one employee to go through the resumes,” said Orchard. “If the applicants look like they’re someone we want, then we send them a packet with forms the racer has to fill out including releases so that we can use his photo and name in our advertising.” He said that the company accepts 90 percent of applicants.

However, racers who are part of the OMF Performance professional racing team are only people known by Orchard.

Marketing and Sales

Through the years Orchard has learned that you can’t market and sell the type of products he offers in the traditional way. “The products we offer are niche oriented,” he said. “They are a little bit difficult to distribute the conventional way. With this stuff, you have to work closely with the end user because every part can be custom built to the customer’s specifications.”

So, he sells a lot of items directly to the end user. “The customer feels more comfortable going directly to us so that we can provide them with the support they need,” added Orchard.

The company has a website, but it does not sell product on it. Instead, OMF sends out printed catalogs and also allows visitors to its website to download the publication. Moreover, it uses printed magazine advertising to promote its goods. People then order what they want by mail, e-mail, or phone.

Normal delivery for an order is about a week to 10 days. “We don’t keep finished products in stock. We build products to order based on pieces that we have in stock,” he said.

Orchard noted that the busiest time for OMF Performance was late 2005, 2006, and early 2007. Due to the current recession the industry is seeing harder times.

“There are a lot of doom and gloom guys out there, but we’ve been through this rodeo before. I have been in business for 28 years and, at the end of the day, the gross or net profit is not my main priority. My main priorities are my family, which includes the close knit group of employees at OMF; as well as my reputation and integrity in the industry,” concluded Orchard.

For more information about OMF Performance Products, visit its website at:

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