NeoBrake Systems Inc. this week announced its 30th year in business.
NeoBrake Founder, President and CEO Rick Ballew first came to Milwaukee in 1980, where he managed a reman shop for United Brake Systems. He went on to open facilities in Grand Rapids, St. Paul and Fargo. But most notably, he was on the frontline rebuilding brakes when the use of asbestos was discontinued in 1982. It was at this time when the quest to formulate equally effective non-asbestos brakes began, according to an announcement.
“I saw brake material go from consisting of three basic components to over eight with non-asbestos formulas,” Ballew says. “But no one has been able to replicate the wonders and performance of asbestos fiber, but we’ve come as close as anyone, and that’s something we pride ourselves on.”
In 1986, Ballew noticed a trend of public companies buying up private, independent friction companies. It was a trend that didn’t sit well with him, as he witnessed manufacturing shortcuts occur as a result of these consolidations, according to the company. It was during this business climate he decided to launch NeoBrake.
“Starting out, we marketed CM Brake lining as a way to navigate shrinking distribution channels due to these buyouts,” he says. “Once CM Brake was absorbed, things got tougher. That’s when we found our own supplier and began formulating NeoBrake linings — a high-quality product back then that we’ve steadily improved upon since.”
That improvement began in 1997 when Ballew traveled to Asbest, Russia, to better understand how asbestos worked in order to better replicate its effectiveness. He met with a team from Uraliti Friction Manufacturing Company, who eagerly shared their knowledge and showed him their operation.
As outsourcing to China increased, Ballew set out on a global mission to find the ideal supplier in a manufacturing environment suited to deliver the optimum product. His journey ended in India where he not only found them but found manufacturing partners eager to adopt the American way of developing friction, which was a win for roadway safety, says Ballew.
“We don’t have deep pockets for marketing,” says Ballew. “But we do have deep conviction for developing the highest quality product available. Through our Indian partnerships, we have R&D capabilities second to none. It’s enabled us to be successful these last 30 years, and why they’ve grown to become leading suppliers in their own right here in America.”
NeoBrake plans to celebrate its 30th year over the next fiscal year through October 2019, with special promotions and anniversary merchandise and gifts.
