Apparatus and method for tuning the magnetic field of brushless motors and alternators to obtain efficient operation over a broad RPM range. The motor or alternator includes fixed windings (or stator) around a rotating rotor carrying permanent magnets. The permanent magnets are cylindrical and have North (N) and South (S) poles formed longitudinally in the cylindrical magnets. The magnets reside in magnetic conducing pole pieces (for example, low carbon or soft steel, and/or laminated insulated layers, of non-magnetizable material). Rotating the cylindrical permanent magnets inside the pole pieces either strengthens or weakens the resulting magnetic field to adjust the motor or alternator for low RPM torque or for efficient high RPM efficiency. Varying the rotor magnetic field adjusts the voltage output of the alternators allowing, for example, a windmill generator, to maintain a fixed voltage output. Other material used in the rotor is generally non-magnetic, for example, stainless steel.