Fowlers Motorcycles
Fowlers Motorcycles is a privately held, Bristol-based motorcycle dealership founded in 1926, operating nine manufacturer franchises and the UK's largest OEM motorcycle parts supply from 16 manufacturers, serving general UK and international motorcycle riders through a superstore and multi-domain e-commerce platform.
- Company typePrivate
- Founded1926
- HeadquartersBristol, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Fowlers Motorcycles does
Fowlers Motorcycles (legal entity: Fowlers of Bristol Limited) is a privately held UK motorcycle dealership founded in 1926 and headquartered in a single Bristol superstore at 2-12 Bath Road. The company operates a multi-franchise retail model holding nine manufacturer franchises in its showroom, including Honda, Yamaha, Kawasaki, Suzuki, Triumph, and KTM, alongside a parts operation that sources OEM motorcycle parts from 16 manufacturers and is positioned as the UK's largest supply of genuine motorcycle parts.
The business runs four revenue streams: new and used motorcycle sales (with part-exchange), genuine parts and aftermarket accessories, motorcycle clothing and accessories (helmets, jackets, gloves, boots, and brand-specific collections), and after-sales servicing performed by factory-qualified technicians with diagnostic equipment. Distribution combines a physical superstore in Bristol with three e-commerce domains (fowlers.co.uk, fowlersparts.co.uk, bikes.fowlers.co.uk) supporting click-and-collect, home delivery with a £70 free-delivery threshold, and international shipping to 10 country markets.
The go-to-market is sales-led through physical retail and digital storefronts, supplemented by an email newsletter with a 10% first-order incentive, multi-platform social media (Facebook, Instagram, TikTok, YouTube), and monthly Bike Night events. The customer base is the broad UK motorcycle rider segment, with no enterprise or B2B contracts. The company is privately owned with no external investment, no subsidiaries, and 51-100 employees. Core technology is limited to standard e-commerce infrastructure and servicing diagnostic equipment; no proprietary technology, AI features, or external integrations are disclosed.
Fowlers Motorcycles firmographics
Firmographics- Name
- Fowlers Motorcycles
- Legal name
- Fowlers of Bristol Limited
- Website
- https://fowlers.co.uk
- Company type
- Private
- Founded year
- 1926
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Fowlers Motorcycles is a privately held, Bristol-based motorcycle dealership founded in 1926, operating nine manufacturer franchises and the UK's largest OEM motorcycle parts supply from 16 manufacturers, serving general UK and international motorcycle riders through a superstore and multi-domain e-commerce platform.
- Ownership category
- akta.pro rank
Fowlers Motorcycles industry classification
Industry- Product category
- Motorcycle Dealership
- NAICS
- Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Automotive Parts and Accessories Retailers (441330), Motor Vehicle and Parts Dealers (441)
- SIC
- Retail-Auto Dealers & Gasoline Stations (5500)
- akta.pro primary industry
- Motorsports & Powersports Gear & Accessories Retail (CRAMABAN)
- akta.pro secondary industries
- Motorcycle Riding Gear & Apparel Retail (CRAMANAA), Off-Road & MX Gear Retail (Dirt Bike/Motocross/Enduro) (CRAMANAG), Riding Boots & Foot Protection Retail (CRAMANAD), Riding Gloves & Hand Protection Retail (CRAMANAE), Motorcycle, powersports & ATV parts and accessories distribution (CRAOANAK)
Keywords
Where Fowlers Motorcycles is headquartered
LocationHeadquarters
- HQ city
- Bristol
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Fowlers Motorcycles business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Motorcycle Sales: Sales of new and used motorcycles from multiple franchises including Honda, Yamaha, Kawasaki, Suzuki, Triumph, KTM, and others. Revenue generated from vehicle transactions with options for part-exchange.
- Parts & Accessories Sales: Genuine OEM motorcycle parts and aftermarket accessories sold through the UK's largest supply network. Includes tyres, electronics, luggage, maintenance products, and official merchandise from motorcycle manufacturers.
- Clothing & Accessories Sales: Motorcycle clothing including helmets, jackets, gloves, boots, and casual apparel. Wide range of brands including Alpinestars, AGV, Arai, Furygan, RST, and manufacturer-specific collections.
- Servicing & Maintenance: Factory-qualified technicians provide motorcycle servicing and repairs using the latest diagnostic equipment. Professional service department for after-sales maintenance.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for parts, accessories, and clothing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels8 records
Fowlers Motorcycles product offering
Product offeringCore offering
Fowlers Motorcycles is a multi-franchise motorcycle dealership selling new and used motorcycles, OEM parts, riding clothing and accessories, and providing factory-qualified servicing from a Bristol superstore with a UK and international e-commerce operation. Customers can browse and buy motorcycles and gear online with click-and-collect or home delivery, or visit the physical showroom for sales, parts, servicing, and on-site hospitality.
Product overview
Fowlers Motorcycles operates as a multi-franchise motorcycle dealership offering a unified portfolio of products and services centered on motorcycle sales, parts, and rider equipment. The core offering consists of new and used motorcycle sales across nine manufacturer franchises, complemented by an extensive genuine parts catalogue (the UK's largest OEM supply from 16 manufacturers) and a full clothing and accessories store featuring helmets, apparel, and accessories. Servicing capabilities with factory-qualified technicians support the sales and parts operations, while Harry's Cafe provides an ancillary customer amenity. The business operates from a Bristol superstore with online sales capabilities across all product lines.
Differentiator
Problem solved
Functional benefit
Products and services
- New & Used Motorcycles Sale of new and used motorcycles and scooters from multiple manufacturers including Honda, Triumph, Yamaha, Kawasaki, KTM, Suzuki, and more. The company holds nine motorcycle franchises in its Bristol showroom and maintains a constantly updated stock of used machines, with options for part-exchange.
- Genuine Bike Parts Online catalogue and supply of OEM motorcycle parts from 16 major manufacturers (including Honda, Yamaha, Kawasaki, Suzuki, Triumph, KTM, BSA, Aprilia, Moto Guzzi, Piaggio, Vespa, Royal Alloy, GasGas, Husqvarna, Montesa, and Derbi), covering tyres, electronics, luggage, maintenance products, and other motorcycle parts.
- Motorcycle Clothing & Accessories Retail of motorcycle rider gear including helmets (full face, open face, flip-up/modular, adventure, motocross, kids), motorcycle jackets, trousers, leather suits, gloves, boots, heated clothing, motorcycle jeans, casual clothing, and official merchandise collections from Kawasaki, KTM, Triumph, Yamaha, and brands such as Alpinestars, AGV, Arai, Furygan, and RST.
- Motorcycle Servicing Professional servicing, maintenance, and repairs carried out by factory-qualified technicians using the latest diagnostic equipment at the Bristol service centre, supporting after-sales care for motorcycles across the brands represented.
- Harry's Cafe On-site cafe at the Bristol superstore open six days a week providing food and refreshments for customers and visitors to the dealership.
Companies that use Fowlers Motorcycles
Customer profileSegments1 record
Ideal customer profiles1 record
Fowlers Motorcycles technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Fowlers Motorcycles partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- HondacoreHonda motorcycle franchise dealer offering new Honda motorcycles, OEM parts, and official Honda merchandise and accessories. One of nine franchises represented in the Fowlers showroom.
- YamahacoreYamaha motorcycle franchise dealer providing new Yamaha bikes, OEM parts, and Yamaha Collection merchandise. Featured in showroom and parts catalogue.
- KawasakicoreKawasaki motorcycle franchise offering new Kawasaki motorcycles, genuine parts, and Kawasaki Collection official merchandise. Represented in showroom.
- SuzukicoreSuzuki motorcycle franchise dealer with new Suzuki bikes and OEM parts. One of the major franchises in the Fowlers motorcycle offering.
- TriumphcoreTriumph motorcycle franchise offering new Triumph motorcycles, OEM parts, and Triumph Collection official merchandise. Premium franchise in showroom.
- KTMcoreKTM motorcycle franchise providing new KTM bikes, OEM parts, and KTM PowerWear merchandise collection. Represented in showroom.
- BSAminorBSA motorcycle franchise offering new BSA motorcycles and parts. Part of the diverse brand portfolio at Fowlers.
- HusqvarnaminorHusqvarna motorcycle franchise dealer with new Husqvarna bikes and OEM parts. Included in the brand portfolio.
- GasGasminorGasGas motorcycle franchise offering new GasGas bikes and parts. Part of the KTM Group brands represented.
- AlpinestarsminorPremium motorcycle apparel and protection brand. Fowlers stocks Alpinestars helmets, jackets, gloves, boots and other riding gear.
- REVIEWS.iominorThird-party review platform integration displaying 14,942 customer reviews with 4.9 average rating. Provides social proof and credibility for the business.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Fowlers Motorcycles competitors and assessment
Company assessmentBroad incumbents
- Chaparral Motorsports: Large US powersports dealership and online retailer selling motorcycles, ATVs, parts, gear, and accessories. Comparable to Fowlers as a multi-line motorcycle and powersports retailer, though at a much larger and broader category footprint.
- Parts Europe: Large European motorcycle parts and accessories distributor serving dealers and workshops across multiple countries. Comparable to Fowlers' OEM parts aggregation business but at much larger wholesale scale and broader geographic reach.
- RevZilla (RevZilla/Motostorm): Large US-based motorcycle gear, parts, and accessories retailer with strong content, reviews, and e-commerce presence. Comparable to Fowlers' apparel and parts offering but at significantly larger scale and with a digital-first model.
Direct peers
- Wemoto: Large UK-based online motorcycle parts retailer offering aftermarket and OEM parts across many brands. Directly comparable to Fowlers' parts business (fowlersparts.co.uk) with a stronger online-only cost structure.
- Laguna Motorcycles: UK multi-franchise motorcycle dealership offering new and used bikes, parts, clothing, and servicing across several locations. Directly comparable to Fowlers' superstore dealership model and franchise breadth.
- Carl Rosner Motorcycles: UK motorcycle dealership representing multiple premium and main-line brands, offering sales, servicing, parts, and clothing. Closely comparable to Fowlers on multi-franchise dealership model.
- J&S Accessories: Long-established UK motorcycle accessories, parts, and clothing retailer with both physical stores and a strong e-commerce operation. Directly comparable to Fowlers in multi-channel motorcycle parts and apparel retail, and a key UK competitor for the same OEM parts buyer.
- Infinity Motorcycles: UK multi-store motorcycle retailer carrying apparel, parts, accessories, and bikes from major brands. Closely comparable to Fowlers on clothing and accessories breadth and multi-brand positioning.
Emerging players
- GetGeared: UK online motorcycle clothing and accessories retailer with a growing brand portfolio. Comparable to Fowlers' apparel and accessories business with a leaner, digital-only cost base.
Regional players
- BMW Motorrad UK dealer network: BMW's authorised UK dealer network sells BMW motorcycles, OEM parts, and branded gear across multiple UK locations. Comparable to Fowlers' premium-franchise retail model but focused on a single premium OEM.
Market position
Strengths4 records
Weaknesses2 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Fowlers Motorcycles social profiles
Digital presenceFowlers Motorcycles financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fowlers Motorcycles leadership team
Management profileNumber of profiles
Fowlers Motorcycles funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fowlers Motorcycles M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fowlers Motorcycles
What does Fowlers Motorcycles do?
Fowlers Motorcycles is a multi-franchise motorcycle dealership selling new and used motorcycles, OEM parts, riding clothing and accessories, and providing factory-qualified servicing from a Bristol superstore with a UK and international e-commerce operation. Customers can browse and buy motorcycles and gear online with click-and-collect or home delivery, or visit the physical showroom for sales, parts, servicing, and on-site hospitality.
Is Fowlers Motorcycles a public or private company?
Fowlers Motorcycles is a private company. It is classified as family owned and is currently operating.
When was Fowlers Motorcycles founded?
Fowlers Motorcycles was founded in 1926. It employs 51 to 100 people.
Where is Fowlers Motorcycles based?
Fowlers Motorcycles is headquartered in Bristol, United Kingdom, in the Europe region.
How does Fowlers Motorcycles make money?
Four revenue lines are on record. Motorcycle Sales are the primary driver. The others are parts & Accessories Sales, clothing & Accessories Sales and servicing & Maintenance.
Who are Fowlers Motorcycles's main competitors?
Broad incumbents on record are Chaparral Motorsports, Parts Europe and RevZilla (RevZilla/Motostorm). Direct peers are Wemoto, Laguna Motorcycles, Carl Rosner Motorcycles, J&S Accessories and Infinity Motorcycles. GetGeared is listed as an emerging player. BMW Motorrad UK dealer network is listed as a regional player.
Does Fowlers Motorcycles have an API?
No public API is recorded for Fowlers Motorcycles.
What industry is Fowlers Motorcycles in?
Fowlers Motorcycles's product category is Motorcycle Dealership. Its primary akta.pro industry code is CRAMABAN, Motorsports & Powersports Gear & Accessories Retail, with a secondary code of CRAMANAA, Motorcycle Riding Gear & Apparel Retail. Its NAICS code is 441227 and its SIC code is 5500.