Bruce Sheaffe
Bruce William Sheaffe was born in January 1956, in the town of Lismore, New South Wales. Bruce has dedicated his life to the transport industry. His journey is a testament to hard work, perseverance, and a commitment to community and family values. Married to Sue Sheaffe, Bruce has not only built a thriving career but also established a legacy that continues to inspire those around him.
Bruce’s connection to the transport industry runs deep in his family history. His father, Roger Sheaffe, owned and operated Sheaffe Motors, an International Truck dealership in South Lismore. Growing up in this environment, Bruce developed a fascination for mechanics and a respect for the dedication it took to keep trucks and the transport industry moving.
At just 15 years of age, Bruce began his career as an apprentice mechanic at Sheaffe Motors. Under his father’s guidance, he honed his skills in an era when roadside repairs relied on manual tools and sheer determination. Those formative years shaped Bruce’s work ethic and inspired his vision for improving service standards in the industry.
In 1988, Bruce took a significant step by purchasing Sheaffe Motors from his father, enabling Roger to retire. With Sue by his side, Bruce led the business into a new era, expanding its capabilities and cementing its reputation as a cornerstone of the Northern Rivers transport industry. Under his leadership, the business became an authorized Volvo and Isuzu service agent, catering to a growing client base.
One of Bruce’s most significant contributions came in 1989 when he converted an International truck into a tilt-tray vehicle, revolutionizing the way trucks were transported for repairs. This innovation marked the beginning of a fleet operation that now includes six tilt trays, drop-deck trailers, and a super tilt capable of handling large prime movers. Additionally, Sheaffe Motors became an accredited heavy vehicle inspection station, further enhancing its service offerings.
Bruce’s journey was not without challenges. In the 1980s, he faced severe financial pressure due to skyrocketing interest rates, which reached as high as 20%. Balancing a young family and a struggling business required immense resilience. More recently, the catastrophic 2022 floods in Lismore tested Bruce’s resolve once again, as Sheaffe Motors was inundated, destroying tools and equipment, some dating back to his father’s time. Despite these setbacks, Bruce rebuilt the business, adapting and evolving to meet the community’s needs.
Bruce’s contributions extend beyond his business. His work and commitment of over 44 years to Lismore City Lions Club, including being a charter member, was recognised when Bruce was named a Life Member. His community involvement also includes supporting initiatives like the Healthy Harold program, towing its caravan at no cost to promote health education among children. Bruce is very proud of the multiple accolades he has won including awards at the Casino Truck Show for best-presented tow trucks.
Today, Bruce still owns and operates Sheaffe Motors, which has been in business since 1956. His story stands as a testament to resilience, hard work, and an enduring connection to family and community.
