Used motorcycle dealership group Superbike Factory have appointed administrators amid ongoing financial difficulties.
“On 20 July 2026, Michael Lennon, James Saunders and Robert Halliday of KR8 Advisory Ltd were appointed as Joint Administrators of Superbike Factory Group Limited and Superbike Factory Limited,” a statement on the firm’s website read. “The companies have ceased to trade with immediate effect.
“All enquiries regarding the companies or the administration, including those from customers, should be directed by email to SBF@kr8.co.uk,” it continued. “The affairs, business and property of the companies are being managed by the Joint Administrators, who act as agents of the companies and without personal liability.”
Comments have now also been limited on the firm’s social media platforms, and MCN have so far been unable to make direct contact with the management for further information.
Employing hundreds of members of staff across six showroom sites in England, the firm’s website had listed an inventory of 1852 motorcycles for sale earlier that day – ranging from small capacity learner machinery , to high-value superbikes , adventurers , and cruiser models.
Their Cheshire showroom also features a dedicated on-site motorcycle training school delivered in partnership with local RJH Motorbike Training Ltd, with additional services including workshop and MoT centres at their Crawley, West Yorkshire (Bradford), Donington Park , and Cheshire stores.
Further showrooms can also be found in both Milton Keynes and Bristol – with each bike sold coming with a 90-day warranty, and minimum of six months’ MoT .
Founded in 2010 as a digital-first business, Superbike Factory has grown exponentially – with 276 employees on the books as of December 31, 2024. The company also sold 15,036 motorcycles up to December of that year, climbing from 13,588 as of the same month in the previous year.
The firm opened their last store in Crawley on February 8, 2025 – taking over the former multi-franchise P&H Motorcycles premises. Their Donington Park venue – opened in 2021 – also houses the Factory Heads Café, plus a dedicated accessories store – with Superbike Factory Ltd further operating webuyanybike.com online.
Full accounts for 2024 published on Companies House as September 17, 2025, revealed that the chain ended the year with a revenue of £82,248,000 – up from £81,527,000 the in 2023 – however incurred a loss of £18,280,000 for the year, after tax.
The news comes as overall new motorcycle sales have begun to show more positive signs of growth – with total year-to-date motorcycle registrations up by 15.7% as of the end of June 2026 – sitting at 54,631, compared with 47,222 for the first six months of 2025.
It’s a great shame to see Superbike Factory in difficulty like this – especially for the hundreds of employees across their wide range of sites and services. MCN will bring you more on this story as and when it becomes available.
Dan is a fully-trained journalist, with a Gold Standard Level 3 Diploma from the National Council for the Training of Journalists. He has a passion for motorcycles of all capacities, but feels at home aboard a sportsbike. He's been working for MCN in print and digital for the best part of 10 years, with regular contributions to RiDE Magazine on the side.
News Editor, trackday fan, lover of 90s sportsbikes