Superbike factory administration moved into view this week when SuperBike Factory filed a notice of intention to appoint administrators, despite reporting £83 million in turnover. The filing gives the business breathing room while it seeks a way forward, but it also puts a workforce at a company that sold around 15,000 bikes a year in a sharper position.
£8.5 million was the pre-tax profit in SuperBike Factory’s most recent published accounts, a figure that sits awkwardly beside the NOI filing. Scott Behrens founded the business in 2010 with James Watson, and the company later expanded from Macclesfield to Donington Park in 2021, before adding Ritebike in Bradford and sites in Bristol, Milton Keynes and Crawley.
NOI puts creditor action on hold
NOI stands for Notice of Intention, and in practice it gives a company a short window while it looks for a route forward. SuperBike Factory said its accounts warned of growing uncertainty around the availability of motor finance, tied to the ongoing legal fallout surrounding discretionary commission arrangements.
That pressure sits alongside rising living costs and weaker consumer confidence, both of which the accounts flagged as risks to future trading. For UK motorcycle retail, that combination matters because finance availability and consumer demand feed directly into showroom traffic, approvals and stock movement.
Scott Behrens and James Watson built it
2010 was the year Behrens and Watson founded the business, and by the time it scaled up it had become Europe’s largest used motorcycle dealer. SuperBike Factory shifted around 15,000 bikes a year, a volume that shows how much cash has to keep moving through the business to keep stock turning and sites supplied.
2024 and 2025 have already shown how fragile parts of the sector have become: Completely Motorbikes collapsed in 2024, while Mutt Motorcycles and CCM entered administration during 2025. SuperBike Factory’s filing now places another major name in the same pressure zone, even after a year in which it still reported profit on paper.
What SuperBike Factory faces next
Whether SuperBike Factory reaches a deal with lenders, investors or a buyer will determine if the NOI becomes a fuller administration process. For employees, suppliers and customers moving through the group’s sites, the immediate issue is not the accounts headline but whether the company can keep trading long enough to secure a solution.
This week’s filing is the clearest sign yet that the gap between turnover and resilience has widened inside the business. £83 million of sales did not stop the company from seeking protection, and that is the number now defining what happens next.
