Protyre

What Protyre does

Protyre is the trading name of Micheldever Tyre Services Limited, a privately held UK company registered in England and Wales and operating under the Micheldever Group umbrella. The business is a regional automotive tyre retailer and vehicle service provider, currently anchored by the acquired Gates Tyres depot network in Cumbria (Workington and Carlisle), which has operated for over 50 years. Protyre stocks over 15,000 tyres at any given time across premium, mid-range, and budget segments, with brands including Michelin, Pirelli, Bridgestone, Goodyear, Continental, Dunlop, Falken, Sumitomo, GT Radial, Toyo, and General, and includes free fitting as standard.

The core offering spans tyre sales with same-day fitting, MOT testing (Class 4 and Class 7 at VOSA-approved centres, starting from £32.45), and tiered car servicing (Gold, Silver, and Bronze plans from £99.95). Complementary services include brake replacement and disc skimming, exhaust systems, batteries, wheel alignment and balancing, nitrogen inflation, ADAS calibration, alloy wheel sales and repair (Alcoa and MWS agents), and specialist agricultural, industrial, and plant tyre work supported by mobile fitting vans and autoclave repair technology. Commercial fleet services provide 24/7/365 call-out coverage spanning the UK and Europe.

Revenue is generated primarily through transactional unit pricing for tyre sales and ancillary services, pay-as-you-go MOT and servicing purchases, and quote-based commercial fleet and specialist contracts. Distribution combines two physical depots, an online booking and e-commerce platform (protyre.co.uk), mobile fitting vans, and direct enterprise sales for fleet customers. Marketing leverages online booking, local SEO, social media, Trustpilot reviews, Protyre Motorsport sponsorship, and segment-specific discount programs (students, teachers, graduates, first responders, healthcare workers, military). Customer segments are diversified across retail consumers, commercial fleet operators, agricultural businesses, and industrial operations, with no disclosed anchor enterprise customers.

Name

Protyre

Legal name

Micheldever Tyre Services Limited

Website

https://gatestyres.co.uk

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Tyre Retail and Automotive Servicing

NAICS

Tire Dealers (441340), Automotive Parts and Accessories Retailers (44133)

SIC

Tires & Inner Tubes (3011), Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD)

akta.pro secondary industries

Wheel Alignment / Steering Geometry Measurement & Calibration (TLAKANAC), Service & Parking Brake Systems (Mechanical/Electronic Parking Brake) (IMACAIAC)

Keywords

• Tyre retail services
• MOT testing
• Vehicle servicing
• Commercial fleet tyres
• Automotive maintenance

Headquarters

HQ city

Winchester

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Tyre Sales: Sale of car, van, agricultural, commercial and industrial tyres across multiple brands including Premium (Michelin, Pirelli, Bridgestone, Goodyear, Continental, Dunlop), Mid-range, and Budget options. All tyres include free fitting.
2. MOT Testing: Vehicle MOT testing services at VOSA approved centres. Class 4 and Class 7 testing available. Prices starting from £32.45.
3. Car Servicing: Vehicle servicing with Gold, Silver, and Bronze service plans. Servicing from £99.95.
4. Commercial Services: Commercial tyre fitting, 24-hour call-out service, fleet management, agricultural, industrial, road haulage and plant tyres. Alloy and steel wheel supply and fitting.
5. Additional Services: Brake replacement, exhaust systems, batteries, wheel alignment and balancing, nitrogen inflation, ADAS calibration.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Protyre sells and fits car, van, agricultural, commercial, and industrial tyres from premium, mid-range, and budget ranges with free fitting, and delivers VOSA-approved MOT testing (Class 4 and Class 7) and tiered car servicing (Gold, Silver, Bronze plans). It supplements these with brake, exhaust, battery, wheel alignment and balancing, nitrogen inflation, ADAS calibration, autoclave tyre repairs, alloy wheel supply, and mobile fitting services delivered through its Gates Tyres depots and the Protyre online platform.

Product overview

Protyre is a automotive retail and service platform operating as part of the Micheldever Group, providing a comprehensive range of vehicle maintenance and repair services through a network of local garages. The core offering comprises tyre sales (premium, mid-range, and budget segments) with free fitting, MOT testing (Class 4 and Class 7), and car servicing (Gold, Silver, Bronze plans). These primary services are supported by complementary offerings including free vehicle checks, brake services, exhaust systems, battery replacement, wheel alignment, nitrogen inflation, alloy wheels, ADAS calibration, and commercial/industrial/agricultural tyre services. Gates Tyres, a regional garage network with over 50 years of operation in Workington and Carlisle, joined the Protyre Autocare team, expanding the group's coverage in Cumbria and surrounding areas.

Differentiator

Problem solved

Functional benefit

Products and services

• Tyre Sales and Fitting Retail sale of car, van, and specialty tyres from brands including Michelin, Pirelli, Bridgestone, Goodyear, Continental, Dunlop, Falken, Sumitomo, GT Radial, Toyo, and General, supplied with free fitting at local Protyre/Gates Tyres garages. Same-day fitting available on most tyres.
• MOT Testing VOSA-approved vehicle MOT testing service covering Class 4 (cars and vans) at both Gates Tyres depots and Class 7 (commercial vehicles up to 3.5 tonnes) at the Carlisle depot. Prices start from £32.45.
• Car Servicing Scheduled vehicle servicing delivered through three tiered plans (Gold, Silver, Bronze) covering oil changes, filter replacements, and general maintenance, designed for budgeting ease. Prices start from £99.95.
• Commercial Vehicle Tyre Services Specialised tyre fitting, fleet management, and 24/7/365 call-out services for commercial, road haulage, and plant fleets. Includes mobile fitting vans with fully trained Bridgestone technicians and tailgate Hi-Ab facilities.
• Agricultural Tyres Tyres for agricultural machinery including tractors, balers, trailers, self-propelled foragers, and ATVs, with water ballasting options available.
• Industrial Tyres Forklift and solid industrial tyres supplied with a specialist solid mobile fitting press enabling onsite fitting at customer premises.
• Autoclave Tyre Repairs Advanced autoclave-based retreading and repair service for truck, small tractor, and car tyres, addressing sidewall damage, tread damage, cuts, and slices to maximise tyre life.
• Alloy Wheel Sales and Repair Alloy wheel supply, repair, and steel wheel services, with Gates Tyres acting as agents for Alcoa and MWS commercial alloy wheels.
• ADAS Calibration Calibration of Advanced Driver Assistance Systems for modern vehicles following windscreen, suspension, or alignment work.
• Brake Services Brake disc and pad replacement including brake disc skimming, available at both Workington and Carlisle depots.
• Exhaust Systems Custom and repair exhaust systems for grey imports and vehicles with unavailable or expensive original equipment, plus standard exhaust supply and fitting.
• Battery Replacement

Quantifiable outcome

• 2 million tyres fitted per year across the Protyre network
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered parent_company, internal_brand, core, regulatory, association and specialist.

• Micheldever Tyre Services Ltdparent_companyOthersProtyre is the trading name of Micheldever Tyre Services Ltd, a company registered at Micheldever Station, Winchester, Hampshire SO21 3AP. Company Number: 1817398.
• Micheldever Groupparent_companyOthersMicheldever Group is the parent organisation of Micheldever Tyre Services Ltd (Protyre).
• Protyre Autocareinternal_brandOthersProtyre operates under the Protyre Autocare brand, which encompasses a network of local garage experts across the UK.
• Tyre Brands (Michelin, Pirelli, Bridgestone, Goodyear, Continental, Dunlop, Falken, Sumitomo, GT Radial, Toyo, General)coreChannel Partner/ Reseller/ DistributorProtyre is an authorised dealer and reseller for major tyre brands including Michelin, Pirelli, Bridgestone, Goodyear, Continental, Dunlop, Falken, Sumitomo, GT Radial, Toyo, and General tyres.
• AlcoacoreChannel Partner/ Reseller/ DistributorGates Tyres are agents for Alcoa commercial alloy wheels, providing sales and fitting services.
• MWS (Motor Wheel Services)coreChannel Partner/ Reseller/ DistributorGates Tyres are agents for MWS commercial alloy wheels.
• VOSA/Driver and Vehicle Standards Agency (DVSA)regulatoryOthersGates Tyres is a VOSA approved centre for MOT testing. Workington depot is approved for Class 4 vehicles, Carlisle depot is approved for Class 4 and Class 7 vehicles.
• NTDA (National Tyre Distributors Association)associationOthersGates Tyres is a member of the NTDA ensuring a consistently high standard of service.
• Motor OmbudsmanassociationOthersProtyre is accredited with the Motor Ombudsman (MICOP), providing consumer protection and dispute resolution.
• TyresafeassociationOthersProtyre supports Tyresafe for tyre safety awareness and education.
• Pirelli Performance CentresspecialistChannel Partner/ Reseller/ DistributorProtyre operates Pirelli Performance Centres for specialist tyre fitting and services.
• Michelin Certified CentresspecialistChannel Partner/ Reseller/ DistributorProtyre operates Michelin Certified Centres for authorised tyre services.
• Armed Forces CovenantassociationOthersMicheldever Group has signed the Armed Forces Covenant, supporting military personnel and veterans.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• ATS Euromaster: ATS Euromaster operates a UK-wide network of tyre, MOT, servicing, and fleet management centres. It is a broad incumbent comparable to Protyre, with overlapping commercial fleet offerings and similar premium-brand tyre distribution.
• Kwik Fit: Kwik Fit is the UK's largest tyre and automotive service chain with hundreds of centres nationwide. It is directly comparable to Protyre as a same-category tyre, MOT, servicing, and brake/exhaust provider; its much larger footprint makes it a broad incumbent rather than a single-region peer.

Others

• Micheldever Group: Micheldever Group is the parent company of Protyre and the UK's largest independent tyre distributor. It is comparable as the umbrella entity that defines Protyre's commercial strategy, supplier relationships, and cross-network benchmarks.

Direct peers

• Blackcircles: Blackcircles is a UK online tyre retailer and fitter marketplace that aggregates demand and routes installations to partner garages. It competes with Protyre for tyre sales by undercutting on price and bypassing physical stores, exerting direct margin pressure on the same retail tyre customer base.
• National Tyres and Autocare: National Tyres and Autocare is a UK chain offering tyres (online and in-centre), MOT, servicing, and braking. It is a direct competitor to Protyre for the same retail customer and product mix.
• Formula One Autocentres: Formula One Autocentres operates a UK chain of tyre, MOT, and servicing centres, including MOT price promotions and same-day fitting. It is a direct competitor serving the same retail customers with the same service set.
• Mr Tyre (now HiQ): Mr Tyre / HiQ is a UK tyre and autocare franchise network providing tyres, MOTs, and servicing through independent garages. Its franchise model and same-service offering position it as a direct peer in the regional tyre and autocare market.
• Halfords Autocentres: Halfords Autocentres runs a national chain of MOT, servicing, tyre, and repair centres across the UK. It directly competes with Protyre for retail tyre customers, MOT bookings, and car servicing, and increasingly sells online-installable tyres via the Halfords garage network.

Regional players

• ETB Autocentres: ETB Autocentres is a regional UK tyre, MOT, and service chain concentrated in northern England and Yorkshire. Comparable to Protyre as a multi-depot regional operator competing for overlapping trade and retail customers.

Emerging players

• Fitted Tyres / Tyre Shop / ASDA Tyres: Fitted Tyres-style supermarket and online fitting marketplaces offer tyres supplied and fitted through partner workshops, similar to Blackcircles. They are emerging competitors to Protyre's hybrid online/depot model, particularly for price-sensitive retail tyre customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/protyre
• YouTubeyoutube.com/user/Protyredotcodotuk
• Facebooken-gb.facebook.com/protyre
• LinkedInlinkedin.com/company/gates-tyres
• Instagraminstagram.com/team_protyre/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Protyre