Laurie Starling, 29, was found slumped over the wheel of a four-wheel-drive ute outside his West Gosford car repair and customisation business, The Chop Shop, on Thursday night.

Witnesses heard a hail of gunshots and told police they saw three men running from the area before getting into a hatchback parked in a nearby street.

Mr Starling was heavily involved in the modified car, truck and bike industry and was a judge for the Summernats car festival.

A friend and employee of another car customisation business, the Steadfast Garage, posted on Facebook that Mr Starling was taken "for no good reason" in a "coward act".

"Last night we lost a true Legend," the post on the Steadfast Garage page said. "Laurie Starlings life was stolen from us for no good reason. A coward act. Laurie was the nicest bloke you could meet and had an amazing talent at building some of Australia's best custom cars."

Local car supplier Sanctiond wrote on Facebook that Mr Starling was "a gifted and talented designer and fabricator, an advocate to the car community and an absolute legend".

His brother Geoff has flown home from Canada to join the family, including brother Jamie.

Mr Starling's colleagues from the Chop Shop said he was a "well-respected custom car builder" and a "figurehead of Australian automotive fabrication and aftermarket engineering".

"Laurie grew from building mini-trucks as a teenager to taking out the ultimate prize in street machining in Australia – the coveted Summernats Grand Champion award – this past January," they said in a statement. "He led a talented group of craftsmen with passion, determination,

warmth and humour - qualities he carried through his personal life."

His colleagues disputed claims that the business was affiliated with bikies, saying that Laurie would "welcome visitors with open arms" but reports that The Chop Shop was a known bikie hangout were "grossly incorrect".

But police believe Mr Starling may have had links to bikie gangs.

Inspector Grant Taylor said the industrial street was a popular haunt for bikie members and police were trying to determine whether the "callous" crime had any links to outlaw motorcycle clubs.

"Outlaw motorcycle gang members are known to frequent the area where this crime occurred," Inspector Taylor said.

"I'm not saying specifically this chop shop, but this street.

"That is of interest to us and we are exploring what connections this crime may have with outlaw motorcycle gangs."

Inspector Taylor said "as far as we know, [Mr Starling] has committed no crime and he is the victim of a brutal and callous murder".

Investigators are appealing for anyone who saw suspicious activity in the area to come forward.

- with AAP

rolding@fairfaxmedia.com.au