10:00 am, July 23, 2026
Used motorcycle retailer Superbike Factory has entered administration amid ongoing financial difficulties, raising questions over the future of one of the country’s largest independent used-bike dealership groups.
On 20 July 2026, Michael Lennon, James Saunders and Robert Halliday of KR8 Advisory Ltd were appointed Joint Administrators of Superbike Factory Group Limited and Superbike Factory Limited. According to a statement issued by the administrators, both companies ceased trading immediately, with all enquiries now being handled by KR8 Advisory.
The administration affects a business that had grown rapidly since its launch in 2010, expanding into a national retail network of six showrooms across England and employing 276 people at the end of 2024. On the day of the administration, the company’s online inventory listed more than 1,850 used motorcycles.
Superbike Factory has dealerships in in Donington Park, Cheshire, Crawley, Bradford, Milton Keynes and Bristol. In addition to motorcycle retail, the business operated workshops, MoT centres, a motorcycle training school in partnership with RJH Motorbike Training Ltd, an accessories store, the Factory Heads Café and the online platform webuyanybike.com.
Despite continued revenue growth, the business had been operating under financial pressure. Accounts filed for 2024 reported revenue of £82.2 million, up from £81.5 million in 2023, but the company recorded a post-tax loss of £18.3 million. In the same year, it sold more than 15,000 motorbikes.
The administration comes at a time when the wider UK motorcycle market is showing signs of recovery. New motorcycle registrations were up 15.7% year-to-date at the end of June 2026, with 54,631 units registered compared with 47,222 during the same period in 2025.
The joint administrators have not announced any plans regarding the future of the business or its assets, and it remains unclear whether parts of the operation could be sold or restructured.
Picture: Google