Whyte Bikes has announced that after a long evaluation of its three UK bike hire centre businesses, it will be refocusing on its core business strategy of developing, manufacturing and supplying quality bikes and e-bikes.
The sites, which are all located in UK forest locations, were acquired to test and evaluate a strategy to develop a network of hire and experience centres across the country.
After careful study and evaluation – which was initiated by Whyte’s new CEO, Nikki Hawyes, earlier in the year – Whyte has concluded that the hire and experience centres are not additive or supportive of the company’s core business.
Focused on the IBD
“We are disappointed to have to reverse this strategy of supporting our three hire centres,” explained Whyte’s CEO Nikki Hawyes, “but, as a bike business, our focus remains on supporting the independent bike dealers in the UK and our valued international distributors.”
Whyte first rescued the Bedgebury Forest-based ‘Quench Cycles’ from administration in Spring 2023, before reopening its doors shortly afterwards. Whyte then began operating the bike hire concession at High Lodge in Thetford Forest as ‘Ride Experience’ and also acquired the popular ‘Swinley Bike Hub’ in December 2023.
“This has been a difficult decision to make as all the hire centre teams have been a credit to the Whyte bikes business,” continued Hawyes. “I want to thank them all for their dedication, hard work and commitment to delivering the best hire and coaching experiences for all our ride centre customers over the last 17 months.”
The three hire centres businesses are expected to cease trading under a Whyte bikes brand banner at the end of September; in the meantime, Whyte is actively working with the management teams across the sites to find a viable alternative ownership.
Interested parties can contact Whyte’s Chief Financial Officer, Adrian Savery, via adriansavery@whytebikes.com
Committed to consumer demo rides
Whyte remains fully committed to demos of its award-winning, innovative bikes and e-bikes to allow consumers to experience their performance through its IBD demo bike programme, together with dealer-led and consumer events.
