Rising Talent in the Aftermarket 19 www.aftermarketonline.net FEBRUARY 2026 tyre-changing machines and later vehicle lifts. He initially faced barriers entering the market with a reluctance among suppliers to team up with new distributors, but he eventually connected with JHM Butt & Co (Butts). The next step was spreading the word of the business to the wider garage sector, and he took on the challenge of learning how to use systems such as Google advertising, eventually outsourcing to an agency. Then came VAT registration to comply with B2B sales requirements and manage margins. Early sales were slow but picked up as Will developed installation costs to offer garages competitive pricing. This included sourcing local installation experts, working through the Garage Equipment Association — and Vortex itself is soon to become a member of the GEA. Will is also working to complete lift installation accreditation for the firm. He manages sourcing, sales, customer service, and coordination of installation, acting as he describes it as the “estate agent” of garage equipment. Although steering this business alone, he is already recruiting to bolster his company’s performance and target new sales opportunities. “Vortex offers competitive pricing for both products and installation, with options for standard and priority installations,” Will said. Meanwhile, word-of-mouth and targeted Google Ads are now generating steady leads and Vortex’s all-important reputation in the industry is growing. Will is also working with automotive social media influencers such as ‘Tasty Classics’ on YouTube to boost promotion. With the dawn of the new year, Will said there is plenty of room for business growth. He aims to grow Vortex by expanding the supplier network, seeking direct import opportunities, and developing an own-brand product line. He is also looking to increase faceto-face relationship building with UK garages and industry leaders and European manufacturers at exhibitions and other events. “My personal approach is to continue learning and adapting, focusing on building a robust business rather than chasing rapid, risky expansion,” Will said. “The personal touch is also incredibly important.” He credits ongoing support from his family, and his father in particular, for successes to date, helped by his increasing network of industry professionals and business contacts. If you’ve not heard of Vortex yet, the chances are Will is coming to your garage very soon in 2026. Aftermarket editor John Shepherd meets Will Brunt. Photo: Katie Davies, Blue Flag Visual
RkJQdWJsaXNoZXIy MjQ0NzM=