WSG survey reveals nearly half of riders say high costs are pricing the next generation out of motorcycling
Britain could be at risk of losing its next generation of motorcyclists as rising costs make entering the sport more challenging than ever before, according to new research from Warranty Solutions Group (WSG).
The survey of more than 200 UK motorcyclists found that almost half (46%) believe the rising cost of getting started in motorcycling is now the biggest barrier preventing new riders from entering the market.
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More than half (52%) believe younger people are now less likely to take up riding than previous generations, raising concerns about the long-term future of the motorcycle industry. With motorcycle registrations showing signs of recovery, the findings suggest the industry’s next challenge is not simply selling more motorcycles but ensuring enough new riders are entering the market to sustain long-term growth.
According to riders, the financial commitment involved in getting started has increased significantly in recent years. From compulsory basic training (CBT) and licensing through to insurance premiums, protective clothing and purchasing a first motorcycle, respondents believe the cumulative cost of entering the sport has become increasingly difficult to justify.
The research also found that affordability is not the only challenge. Licensing requirements were identified by 18% of respondents as one of the biggest barriers facing prospective riders, while 17% believe concerns around road safety continue to discourage newcomers from getting on two wheels.
The findings come as the wider motorcycle industry continues to examine how new riders enter the sport. Earlier this year, the Motorcycle Industry Association (MCIA) called for reforms to the UK’s motorcycle licensing system, arguing that the current licensing pathway should become simpler, safer and more affordable while maintaining high standards of rider training. The proposals highlight concerns that unnecessary complexity, repeated testing and rising costs are creating barriers for prospective riders at a time when attracting the next generation has never been more important.
Rather than simply identifying the problem, riders also highlighted the changes they believe would encourage more people to take up motorcycling. An overwhelming 85% want to see better road maintenance, while 66% believe lower insurance costs would make the biggest difference. Six in ten (60%) called for more secure motorcycle parking, 56% supported more rider-friendly government policies, and almost half (47%) believe incentives for new riders would help secure the future of motorcycling.
Simon Drown, Head of Specialist Products and Motorcycles at Warranty Solutions Group, said: “This isn’t simply about the cost of buying a motorcycle. It’s about ensuring the entire journey into riding remains accessible.
“When experienced riders tell us affordability is becoming the biggest barrier facing the next generation, it’s a signal the industry can’t afford to ignore. Training, licensing, insurance, protective clothing and the purchase of a first bike all represent significant upfront costs before someone has even started riding.
“The wider motorcycle industry has already recognised this challenge. Recent calls for licensing reform highlight the need to make the journey into riding simpler, safer and more affordable while maintaining high standards of rider training. Proposals to allow riders to progress through licence categories through additional training, rather than repeated testing, could help reduce unnecessary costs and complexity without compromising safety.
“Our findings strongly support that conversation. If riders believe affordability and licensing are becoming the biggest barriers to entry, it’s clear the industry has an opportunity to work together to make the journey into motorcycling more accessible without compromising safety.
“The encouraging news is that riders have also identified practical solutions. Better road maintenance, more affordable insurance and greater support for new riders would all help make motorcycling more accessible and ensure it continues to thrive for years to come.
Stefan Choma, Director of Operations at SuperBike Factory, said: “These findings reflect what we’re seeing across the motorcycle market. The enthusiasm for riding is still there, but affordability has become a much bigger consideration, particularly for people looking to buy their first motorcycle.
“Many riders are looking for the right balance between performance, reliability and overall cost of ownership. That’s one of the reasons we’re seeing continued demand for quality used motorcycles, which provide an accessible route into motorcycling without compromising on the riding experience.
“As an industry, we need to make sure motorcycling remains accessible for the next generation. Encouraging new riders isn’t just about offering great motorcycles – it’s about helping people overcome the financial barriers involved in getting started, from training and insurance through to choosing the right bike. If we can do that, the future of motorcycling remains incredibly positive.”
About the Research
The findings are based on an independent survey of more than 200 UK motorcyclists commissioned by Warranty Solutions Group, exploring rider attitudes towards affordability, ownership costs, electric motorcycles, road safety and the future of motorcycling.
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