Although Norm was born in Ottawa, his early years were spent in Quebec City, Chateauguay and Montreal. In 1980, Norm started out working for Mendy Radbord at Motor Sport Plus in Montreal as Service Manager. He moved to Toronto in 1985 and after a short time with Yamaha Toronto, he began his long career with BMW Group Canada in 1987.

Norm started out as Field Manager Sales & Service, worked his way up within the company and became director in 1999, where he served for 22 years. Not only have they promoted and sponsored riders and events but also sponsored Motorcycle Experience TV from 1997-2021 (22 years of BMW Ultimate Rides segment as co-host) Canada’s longest running motorcycle television show.

They have been Sponsors and Supporters of CSBK – BUELL/BMW Series, Thunder Series, SBK Series with own BMW Motorrad Canada factory team from 2009 – 2011 (Norm was a crew member).

Over the years many Canadian riders have come through the BMW racing programme and become National Champions – Michael Taylor, Brett McCormick, Jordan Szoke and Ben Young.

They were Off Road Sponsors and Supporters of Guy Giroux, WEC, FMSQ, Montreal Supercross BMW G450X as well as sponsoring Chantal Cournoyer, Stephanie Chagnon – Valley Rose des Sable – Morocco BMW G450X. This last was a women’s event for a multitude of vehicle classes.

BMW was also Off Road Sponsor/Supporter for the GS Challenge for BMW owners which was an opportunity for the winners to represent Canada globally.

The company was also responsible for the introduction of BMW Motorrad Days at Mosport CSBK weekend which ran for 10 years. A “For Women Only” Test Ride Program was started up which also ran for 10 years. If there was anything happening with motorcycles, BMW was involved and if there was a need or request for anything that would be beneficial to the enthusiast, BMW was there to help.

Norm has consistently financially or product supported many riders through BMW in road racing, Off Road, Training activities, and celebrities such as Collin James, Anik Jean and many more.

Giving of his volunteer time, Norm has served on the Board of Motorcycle and Moped Industry Council/Power Sport Services for 34 years and for 22 of those years, he was on the Board of Directors.

Norm has experience on the track as well as off road and has personally ridden in 9 European countries, North and South Africa, Costa Rica, Mexico, most of the USA and all of Canada except Yukon and NWT.

BMW Motorrad, through Norm Wells has been a long-time, huge supporter of the Canadian Motorcycle Hall of Fame and we are pleased to recognize him as the first recipient of the Ambassador Award.