Superbike Factory collapses with 273 jobs lost

Superbike Factory Group Limited and Superbike Factory Limited have entered administration and ceased trading, resulting in approximately 273 redundancies across one of the UK’s largest used-motorcycle retail businesses.

Michael Lennon, James Saunders and Robert Halliday of KR8 Advisory were appointed joint administrators on 20 July 2026, three days after the companies filed a notice of intention to appoint administrators. A small number of employees have been retained to assist with the sale of assets and the administration process.

Founded by Scott Behrens and James Watson in 2010, Superbike Factory developed a large-scale model for acquiring, preparing, financing and reselling used motorcycles. The business bought bikes directly from consumers through WeBuyAnyBike.com and other channels, then sold them online and through destination showrooms.

The Macclesfield-based company expanded from its original site into Donington Park, Bradford, Bristol, Milton Keynes and Crawley. At its peak, it sold more than 15,000 motorcycles annually and maintained relationships with more than 500 dealers, while its SuperBike Loans division arranged financing for customers.

The operating company reported an operating loss of approximately £16.1 million for the year ended 31 December 2024, compared with a loss of about £3.9 million in the preceding year. Its accounts identified pressure from higher living costs, weak consumer confidence and uncertainty surrounding the continued availability of motor finance.

Those pressures affected a model that required significant working capital to purchase and hold motorcycle inventory across a growing physical estate. Higher borrowing costs and reduced discretionary spending also made it more difficult for customers to finance big-ticket purchases.

The administration follows a series of failures across the UK motorcycle sector, which has faced weaker demand following the post-pandemic sales surge, pressure on household budgets and disruption associated with changing emissions standards. Superbike Factory’s closure is among the largest retail collapses in the sector in recent years.

The administrators will now assess the group’s inventory, property interests, intellectual property and other assets before determining whether any parts of the business can be sold. The companies’ websites and six physical locations have closed.