THE MOTORCYCLE ACTION GROUP LIMITED

What THE MOTORCYCLE ACTION GROUP LIMITED does

The Motorcycle Action Group Limited (MAG) is a UK-registered, non-profit Riders' Rights Organisation founded in 1973 and headquartered in Castleford, West Yorkshire. It represents over 50,000 individual motorcyclists, approximately 100 affiliated motorcycle clubs, and a network of 60+ local groups across 20 UK regions and countries, making it the largest organised motorcyclist body in the United Kingdom. Its core mission is to champion motorcycling through political lobbying, policy research, and campaigning on issues including licensing reform, the proposed ICE ban, motorcycle theft, road barriers, bus lane access, parking, and road surface quality.

MAG monetises primarily through membership subscriptions (single £27–£30/year, joint £40.50–£45/year, life £450/£675, monthly direct debit £3.25/£4.12), supplemented by merchandise sales via its own online shop, donations to a 'fighting fund' via PayPal, and corporate membership tiers (~25 listed businesses). Members receive representation, the bi-monthly Open Road magazine, the monthly Network activist newsletter, and a portfolio of discounted partner benefits (Bikesure insurance, Daytona Helmets, ICE-scan, StopMyEngine, Irish Ferries, motorcycle training platforms, and legal services). MAG goes to market through direct-to-consumer channels (website, central office, direct debit, post) reinforced by a grassroots community model — local groups, regional representatives, rallies (Stormin' the Castle, MAP Events), and parliamentary engagement with Department for Transport consultations, the Transport Committee, and Police & Crime Commissioners.

The organisation is lean, with 9 employees and a stated emphasis on efficiency. It is governed by elected member representatives under a published constitution, is independently owned (no parent, no VC/PE backing), and reinvests all income into campaigning. Its policy thought-leadership assets — Welcoming Roads (2021), the Universal Road User Licence, Pathways for Progress, and the Move on Motorcycling manifesto — are backed by original research, notably a University of Nottingham study that produced the first empirical evidence that 25% of English local transport plans ignore motorcycles altogether.

Name

THE MOTORCYCLE ACTION GROUP LIMITED

Legal name

The Motorcycle Action Group Limited

Website

https://mag-uk.org

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

1–10 employees

Short description

The Motorcycle Action Group Limited (MAG) is a UK non-profit Riders' Rights Organisation founded in 1973 that represents over 50,000 individual motorcyclists, ~100 affiliated clubs, and 60+ local groups via an annual membership model, lobbying the government on licensing, road safety, theft, and the proposed ICE ban.

Ownership category

akta.pro rank

Product category

Riders' Rights Advocacy

NAICS

Other Similar Organizations (except Business, Professional, Labor, and Political Organizations) (81399), Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Membership Organizations (8600)

akta.pro primary industry

Motorsports Fan Engagement & Membership Programs (Series/Team-Owned) (MPAKAGAI)

akta.pro secondary industries

Interest-Based Communities & Forums (BPAMABAC), Automotive & Transportation Magazines (MPAJAEAI)

Keywords

• Riders rights advocacy
• Motorcyclist membership organization
• Non-profit campaigning
• Motorcycle policy representation
• Riders community network

Headquarters

HQ city

Castleford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Membership Subscriptions: MAG is a non-profit making organisation. All income from membership fees (Single £30/£27 by direct debit, Joint £45/£40.50, Life £450/£675, monthly £3.25/£4.12) is reinvested into campaigning and lobbying in pursuit of the MAG Mission.
2. Merchandise Sales (MAG Shop): MAG operates its own online shop selling 50th anniversary merchandise, patches, badges, accessories, clothing, and fleece jackets/hoodies/sweatshirts/tees, as well as MAG Foundation merchandise.
3. Donations and Fighting Fund: MAG solicits donations to a fighting fund via PayPal on the homepage, described as a separate mechanism for supporters to contribute outside of membership fees.
4. Corporate Memberships: MAG offers corporate membership tiers for businesses, who receive inclusion on the corporate members page and access to a media pack. This is a separate revenue stream from individual membership.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels12 records

Core offering

MAG is a non-profit Riders' Rights Organisation that sells annual, monthly, and lifetime memberships to UK motorcyclists, providing political lobbying, government consultation responses, and rider representation. Memberships include access to the Open Road bi-monthly magazine, member discounts on partner services (insurance, legal, helmets, anti-theft devices), and participation in a nationwide network of 60+ local groups and 100 affiliated clubs. Supplementary revenue is generated through merchandise sales via the MAG Shop, donations to a fighting fund, and corporate membership fees.

Product overview

The Motorcycle Action Group (MAG) is a non-profit Riders' Rights Organisation offering a membership-based portfolio of products and services. The core offering is MAG Membership, which provides political representation and lobbying for UK motorcyclists. Associated products include the Open Road Magazine (bi-monthly member publication), the MAG Shop (merchandise and accessories), the Network Newsletter (monthly activist newsletter), and MAG Events (events calendar and rally tickets). The organization also offers the MAG Benefits program providing discounted partner services including insurance, travel, security devices, and legal assistance.

Differentiator

Problem solved

Functional benefit

Products and services

• MAG Membership Annual, monthly, and lifetime membership subscriptions for UK motorcyclists providing political representation at local and national government level, access to member benefits and partner discounts, Open Road bi-monthly magazine, and participation in local groups and rallies. Tiers: Single Annual £30/£27 by direct debit; Joint Annual £45/£40.50; Family +£5 per child; Life £450 single/£675 joint; Monthly direct debit £3.25 single/£4.12 joint.
• Open Road Magazine

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

23 partnerships are on record, tiered core and minor.

• Motorcycle Industry Association (MCIA)coreStrategic or Co-development PartnerMCIA is the Motorcycle Industry Association representing manufacturers and importers of powered two-wheelers in the UK. MAG engages with MCIA on licensing reform proposals and the MCIA's 'Licence to Net Zero' campaign. MCIA is referenced in MAG's licensing reform context as a key industry stakeholder. Colin Brown (MAG Director) attended the MCIA Conference 2025 in London.
• Motorcycle Law ScotlandcoreStrategic or Co-development PartnerAward-winning niche legal practice dedicated to representing motorcyclists injured on Scottish roads. MAG members receive free legal representation on a 'no-win, no fee' basis, including replacement helmet, protective clothing, and medical expenses. Led by Brenda Mitchell. Operates from Peebles, Edinburgh, and Aberdeen offices.
• The Biker LawyersminorStrategic or Co-development PartnerLaw firm staffed by motorcyclist lawyers providing MAG members with legal representation. Contact: 0161 348 8505. The firm describes itself as offering a unique combination of legal expertise and ridden miles.
• Innes Johnston LLPminorStrategic or Co-development PartnerLegal firm offering 10% discount on fees to individual MAG Members. Provides property, commercial, and private client legal services from offices in Glenrothes, Kirkcaldy, and Leven.
• Bikesure Insurance ServicescoreGTM or Marketing PartnerMAG's preferred insurance provider for over 10 years. Offers exclusive discounts of up to 10% for MAG members on bike insurance and makes a donation to MAG for each policy referred. Covers a wide range including multi-bike, classics, modified, scooters, trikes, SORN, and trackday accident insurance. Toll-free quote line: 0800 089 0342.
• RideTominorChannel Partner/ Reseller/ DistributorUK's #1 platform for motorcycle training, operating in over 150 locations UK-wide. Offers beginner lessons, CBT, and full licence courses. Over 2,500 riders book through RideTo monthly. Also provides booking software for the motorcycle training industry (ATBs).
• ACBT London (Advanced Cycling & Rider Training)minorChannel Partner/ Reseller/ DistributorFamily-owned motorcycle training school based in Blackheath, Royal Borough of Greenwich. Offers CBT, PAS, DAS courses and advanced training. Listed as both a corporate member and as a separate Moto Club affiliate on MAG's clubs page.
• Ace Cafe LondonminorGTM or Marketing PartnerIconic London cafe and motorcycle venue. MAG corporate member. The cafe and MAG share an interest in motorcycle culture and community.
• Orange and Black (formerly H-C Travel)minorGTM or Marketing PartnerUK's longest established international motorcycle tour operator (founded 1994). Offers discounts to full MAG Members on all USA and Canada tours and rentals, and all self-guided tours in Australia and New Zealand. Also Harley-Davidson UK's only authorised tour operator to the USA.
• Moto ToursminorGTM or Marketing PartnerUK-based guided motorcycle tour operator running tours in Morocco and Europe. Small groups (max 12 bikes). Listed as a MAG corporate member offering tours to the MAG community.
• The Green Welly StopminorGTM or Marketing Partnerroadside services provider in Tyndrum, Scotland (FK20 8RY). Motorcycling owners provide a warm welcome to bikers and designated parking. Listed as a MAG corporate member.
• Irish FerriesminorGTM or Marketing PartnerOffers MAG members a 10% discount on cruise ferry services year-round on Ireland/Britain routes, 10% on Dover/Calais sailings, and varying discounts on France routes. Discounts accessed via email to [email protected] with membership number.
• Daytona Helmets UK LTDminorGTM or Marketing PartnerFamily-owned helmet manufacturer with 35+ years of history, now launched in the UK with ECE22.06 helmets. Offers 10% discount to MAG Members (code via email to central-office).
• StopMyEngineminorGTM or Marketing PartnerBluetooth anti-theft device for motorcycles. Delivers 50% discount on first 250 sold and 30% discount thereafter for MAG members. Device can bring a motorcycle from theft to safe standstill in 27 seconds.
• ICE-scanminorGTM or Marketing PartnerEmergency ID tag system for motorcycle helmets, phones, or ID cards. Provides emergency services with medical history and contacts using What3Words location. MAG members receive 40% off ICE-scan tags.
• Legacy LockerminorGTM or Marketing PartnerDigital vault service for important documents and memories. MAG members signing up via MAG's unique link receive first 3 months free, and a portion of every subscription is donated to support MAG's work.
• MAG Travel (MAG Travel Insurance)minorGTM or Marketing PartnerMAG-branded travel insurance product for members. Now includes COVID-19 cover as standard. Listed under member benefits.
• West Riding Personal Financial Solutions LtdminorGTM or Marketing PartnerFinancial services firm offering 10% discount on fees to individual MAG members. Listed under member benefits.
• Elk PromotionsminorGTM or Marketing PartnerOrganiser of Classic Motorcycle Shows and Autojumbles in the South East since 1992. Family-run by enthusiasts. Listed as MAG corporate member.
• Print & Promote (Beverley Banners)minorGTM or Marketing PartnerOfficial supplier of MAG UK merchandise and number of regional groups. Also prints for Magic Action Promotions events. Listed as MAG corporate member.
• National Motorcyclists CouncilcoreStrategic or Co-development PartnerThe National Motorcyclists Council is referenced as endorsing MAG's Welcoming Roads framework. It represents a broader coalition of UK motorcycling organisations.
• Motorcycle Crime Reduction GroupminorStrategic or Co-development PartnerMAG works with the Motorcycle Crime Reduction Group on anti-theft initiatives and coordinates directly with police forces at a local level.
• University of NottinghamminorStrategic or Co-development PartnerMAG partnered with Professor Matthew Humphries at the University of Nottingham to conduct a detailed analysis of almost all local transport plans in England, producing the first empirical evidence that 1 in 4 local transport plans ignore motorcycles.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• National Motorcyclists Council (NMC): The NMC is a UK coalition of motorcycling organisations that has endorsed MAG's Welcoming Roads framework. It is an emerging coordinating body in the same policy space, with potential to become either a partner or competitor to MAG.

Broad incumbents

• Fédération Internationale de Motocyclisme (FIM): The FIM is the global governing body for motorcycle sport, representing national federations worldwide. It operates in a broader motorcycling space but is comparable in terms of representing the motorcycling constituency at policy and institutional levels.

Direct peers

• American Motorcyclist Association (AMA): The AMA is the largest US motorcyclist rights organisation, operating a member-based advocacy model with a comparable focus on rights protection, government engagement, and member benefits. It serves as the international structural analogue to MAG.
• Auto-Cycle Union (ACU): The ACU is the UK governing body for motorcycle sport, representing competitive riders and clubs. It is comparable to MAG in the UK motorcycling ecosystem and shares member and club networks, though its mission is sport-governance rather than rights advocacy.
• British Motorcyclists Federation (BMF): The BMF is the UK's other major motorcyclist membership organisation, directly competing with MAG for the same individual rider constituency with overlapping lobbying and member benefit offerings. It is the closest direct peer in the UK riders' rights space.

Others

• IAM RoadSmart: IAM RoadSmart is a UK road safety and advanced driver/rider training organisation with a member-based structure. It is comparable in operating model (membership body, UK motoring focus) but focused on training rather than rights advocacy.
• Motorcycle Industry Association (MCIA): The MCIA represents UK motorcycle manufacturers and importers, with overlapping policy interests (e.g., Licence to Net Zero campaign). It is a strategic partner of MAG but represents the industry side rather than riders.

Regional players

• Fédération Française des Motards en Colère (FFMC): The FFMC is France's leading motorcyclist rights advocacy organisation with a similarly grassroots, volunteer-driven structure focused on riders' rights and government lobbying. It is a close functional peer operating in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/MAGUKCentral
• YouTubeyoutube.com/channel/UCRxA1IjzPhFxMR-uhUtneBg
• Facebookfacebook.com/motorcycleactiongroup
• TikToktiktok.com/@motorcycleactiongroupuk
• LinkedInlinkedin.com/company/the-motorcycle-action-group-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 THE MOTORCYCLE ACTION GROUP LIMITED