SuperBike Factory enters administration as dealer ceases trading immediately
SuperBike Factory has officially entered administration, with the UK's biggest used motorcycle retailer ceasing trading with immediate effect.
Just a few years ago, SuperBike Factory looked almost untouchable. The Macclesfield-based retailer had grown from a single showroom into Europe's largest used motorcycle dealer, shifting around 15,000 bikes a year and opening sites across the UK. Today, that growth story has come to an abrupt halt after the company officially entered administration.
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 under the Insolvency Act 1986. The companies have also confirmed they have ceased trading with immediate effect.
The move marks a dramatic reversal for a business that reported turnover of around £83 million in its latest published accounts, alongside a pre-tax profit of £8.5 million. Those same accounts, however, warned of growing uncertainty surrounding the availability of motor finance following the ongoing legal fallout over discretionary commission arrangements. Rising living costs and weakening consumer confidence were also highlighted as significant risks to future trading.
SuperBike Factory has been one of the biggest success stories in UK motorcycle retail since it was founded in 2010 by Scott Behrens and James Watson. Its business model was straightforward. Buy motorcycles at scale through channels including WeBuyAnyBike.com, prepare them centrally, then sell them nationwide through large destination showrooms backed up by online sales.
Expansion came quickly. Donington Park joined the original Macclesfield headquarters in 2021, followed by the acquisition of Ritebike in Bradford. New sites were then opened in Bristol, Milton Keynes and, most recently, Crawley earlier this year, giving the company one of the largest retail footprints in the UK motorcycle market.
Its collapse makes SuperBike Factory the latest high-profile casualty in what has been an exceptionally difficult period for the motorcycle industry. Completely Motorbikes collapsed in 2024, while both Mutt Motorcycles and CCM entered administration during 2025. SuperBike Factory is arguably the biggest retail name yet to fall.
The wider market has also been under sustained pressure. New motorcycle registrations dropped sharply last year after the introduction of Euro5+ emissions rules distorted buying patterns, while higher borrowing costs, squeezed household budgets and weaker consumer confidence have all made both new and used motorcycle sales considerably tougher than they were during the post-pandemic boom.
Customers with enquiries relating to the administration have been instructed to contact the Joint Administrators directly via SBF@kr8.co.uk. According to the official notice, the affairs, business and property of the companies are now being managed by the Joint Administrators, who are acting as agents of the companies.
Images: SuperBike Factory
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Simon (AKA Toad) has been working within the motorcycle industry for more than twelve years, and a member of the motorcyclist family since birth. Growing up around British-built single and twins, it was inevitable that a life on two wheels was on the cards, from a very early age!
