LOCAL LEGENDS: Dr. Hook Towing — unsung heroes of Winnipeg

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In the heart of Winnipeg, a name that resonates deeply in a special way with reliability, care, competence, and community spirit is Dr. Hook Towing Services Ltd.

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How is that possible you ask, it’s a “towing company.” Yes that is true but they are so much more. And just like your doctor, they are there when you need them to make your vehicle setback better and they make house calls. 

Led by Nick and Julie Roscoe, Dr. Hook Towing has carved a niche in the towing industry, becoming a beacon of hope and relief for drivers facing vehicle mishaps. Their offices in Winnipeg and Brandon are ready to take your call for dispatch across the province. Whether it’s a flat tire, a car stuck in the snow, a vehicle broken down by the roadside, or an underwater rescue of your four-wheeler that went through the ice last spring the team is always on call and ready to assist. 

It was New Year’s Eve of 1983 when Nick and Julie were ringing in the new year with friends when Dr. Hook Towing was birthed. They hooked up to this entrepreneurial venture thinking that you never quite know when an opportunity might present itself. Interestingly enough they embodied Abraham Lincoln’s quote “I will prepare and someday my chance will come” and off they went, prepared even if it was in a small way. It was at that moment they were ready for their entrepreneurial ride down the road. Now over the last 41 years, Dr. Hook has grown from three small trucks to more than 65 towing vehicles of all sizes. From the early days, Nick handled the outside work trucks and drivers while Julie handled all the inside calls, administration, and dispatch. 

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Founded with a mission and mindset to provide fast, efficient, and friendly service, Dr. Hook Towing has grown into a beacon of hope for many drivers in distress. The team understands that needing a tow can be a stressful experience which is why they go above and beyond to make the process as smooth and comforting as possible. Their professionalism and dedication are inspiring, helping to turn your negative situation into a positive experience.

Dr. Hook maintains its position today as a premier service provider in the city and province and as one of the largest towing and recovery firms around. They now respond to more than 120,000 service requests annually working day and night. This impressive feat is achieved through the initiative, talent, and teamwork of over 100 highly trained and qualified individuals and their provincial-wide network of service providers. Their 24/7 direct dispatch service ensures that help is always available, no matter the time or place. 

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Dr. Hook’s extensive range of services includes heavy-duty recovery, light-duty towing, tilt trucks, trailers, air cushion recovery, and emergency spill response. The company’s dedication to excellence is evident in all their training for their staff and their substantial investments in state-of-the-art equipment and trucks. They do this to ensure they can safely and efficiently meet their clients’ unique towing and recovery requirements. 

Nick and Julie’s commitment to honesty and fairness in all their dealings has garnered them a loyal customer base and widespread admiration from their newest customers to their long-standing clients. Their corporate culture is built on a foundation of respect for their employees and customers alike. 

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Beyond their professional duties, Dr. Hook Towing is deeply embedded in the community actively supporting various local events and charities like the Teddy Bear Picnic, Boo at the Zoo, Habitat for Humanity, Parkinson’s Society, and the United Way just to name a few. This community-oriented approach continues to earn them respect and admiration, cementing their status as local legends.

Zig Ziglar once said “You don’t have to be great to start, but you have to start to be great,” and Dr. Hook Towing embodies this sentiment. From the very start of their humble beginnings, they have grown into a cornerstone of the Winnipeg business community through hard work, dedication, and an unwavering commitment to safety and excellence.

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Dr. Hook Towing Services Ltd. stands as more than just a towing company they are a local legend and unsung heroes of Winnipeg. Their story is a testament to the impact that passion, perseverance, and a genuine desire to make a difference for their customers can achieve. 

The next time you find yourself in need of a tow in Winnipeg, Brandon, or the outermost parts of our province Dr. Hook is there for you. And don’t forget Dr. Hook won’t charge you an arm and a leg, they just want your tow. 

So if you need a tow call my friends Julie and Nick at Dr. Hook Towing and let them know Art sent you. 

— Art Alexander is the President of Art Alexander and Associates.

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