35 years in business. 25 years with Triumph. And a whole lot of people who have helped make it happen.
I first came across BS Bikes in the mid 1990’s visiting their original showroom. A lot has changed since then!
Fast forward to today, and BS Bikes has grown into a multi-dealership business, with Staffordshire Triumph joined by Staffordshire Honda and Ducati Stoke. That’s some journey, and the team recently got together at Staffordshire Triumph to celebrate a pretty special milestone.
I was kindly invited along to cover the event, and I’m glad I made the trip.
More than just a motorcycle dealership
Anniversaries are a great excuse for a celebration, but 35 years in business is no small achievement. Add in 25 years as a Triumph dealer, and there’s even more reason to crack open the drinks.
The event brought together staff from across the BS Bikes family, alongside plenty of customers and familiar faces from the local biking community.
And that community really is the thing that stands out for me.
There’s something about BS Bikes, particularly Staffordshire Triumph, that feels different to your average dealership, much of that is down to the hard work and vision of owner Bob Sheldon. People don’t just pop in, buy a bike and disappear. They come back, catch up with the team, meet other riders and become part of something.
You can’t fake that sort of atmosphere. It takes years to build, and it’s clear that BS Bikes has built some pretty strong relationships along the way.
A proper celebration, with the doors thrown open
The team opened up the workshop and behind-the-scenes areas, giving visitors a chance to see a little more of what goes on beyond the showroom floor.
There was a hog roast, complimentary drinks and plenty of time to chat. Nothing overly formal, just a good day bringing people together.
What impressed me most was the team itself. Everyone seemed happy to stop for a conversation, welcome visitors and make people feel at home.
It’s easy to focus on the motorcycles when you visit a dealership, but the people behind the business make a huge difference. And when you’ve got a team that genuinely engages with its customers, you can see why people keep coming back.
The North Staffs branch of the Triumph Owners Club was also there, adding to the familiar faces and friendly atmosphere.
Giving something back to the biking community
There was another important part of the day, too: raising money for the Staffordshire , Shropshire, and Cheshire Blood Bikes.
Along with some of their suppliers, the teams from Staffordshire Triumph, Ducati Stoke and Staffordshire Honda all contributed items for a raffle, with the proceeds going to the local Blood Bikes charity.
As I’m a rider for the charity myself this means a lot to me. I get to see first-hand the difference its volunteers make, so it’s always great to see local businesses supporting the work we do. It was nice to see a couple of fellow blood bike riders their too, helping to give more visibility to the charity.
Another notable group joined the celebrations, was the Star Bikers Charity , promoting its 48th Toy Run, taking place on 22 November 2026. It’s another brilliant example of the motorcycle community getting behind a good cause.
It’s easy to talk about community spirit. Seeing people actually put their hands in their pockets to support local charities is even better.
Supporting local charities is something Bob the owner of BS Bikes is no stranger too, as well as the above charities he also supports Biker Down Staffordshire, which for regular readers, you will will know that I’m their brand ambassador and have seen the support Bob and his team have offered to Biker Down events.
A bit of history – From Bob’s garage to one of Europe’s largest Triumph showrooms
The story of BS Bikes began many years ago in Bob’s garage, where he started out as BS Bike Spares, carrying out repairs and supplying motorcycle parts. Just three years later, Bob took the next step, moving into dedicated premises that had a long history as a motorcycle shop. From there, he built the business through repairs, MOTs and used bike sales before securing the Triumph franchise in 2001.
The business continued to grow, moving into what was then Europe’s largest dedicated Triumph showroom in 2012. Today, after 35 years in business and 25 years working with Triumph, BS Bikes has grown into a multi-dealership family that as mentioned above also includes Staffordshire Honda and Ducati Stoke.
But while the business has grown considerably, its focus on people has remained at the heart of what it does. Many customers return time and again, whether they’re buying their next motorcycle, booking a service, picking up new gear or simply popping in for a chat. That personal approach, backed by decades of combined motorcycle industry experience, has helped BS Bikes build lasting relationships with its customers and earn recognition for its customer service.
Running a business is never just about selling bikes
Having spent time running a business myself, I know there’s a lot more to it than what customers see from the other side of the counter.
For many of us when we walk into a motorcycle dealership to buy a bike its and emotive purchase. I believe that Bob understood that and created an environment that offers more than just selling bikes.
I can appreciate the hard work Bob has put in over the years – There’s a team to look after, wages to pay, suppliers to deal with, manufacturer relationships to maintain and bills that no doubt, never seem to stop arriving.
Now imagine managing all that across multiple dealerships, with different brands, teams and customer expectations to juggle.
It’s no mean feat.
That’s why I think reaching 35 years deserves genuine recognition. Businesses don’t stick around for that long by accident. It takes plenty of hard work behind the scenes, and there will undoubtedly have been challenges along the way.
BS Bikes has continued to grow, added new dealerships to the family and maintained its place in the local motorcycle scene. That’s something Bob and the whole team can be proud of.
Final thoughts – Why supporting local businesses matters
To be clear, I was invited along to the event, however, this wasn’t a paid visit, it came about after building my own relationships with their team. They simply asked me to be part of it, which means a lot. I’m a big believer in supporting local companies, helping them get the recognition they deserve and building connections with motorcycle businesses and groups doing good things in our area.
Of course, it’s also a chance to get my own Kiln Moto brand out there in the local biking community too. There’s nothing wrong with being honest about that!
For me, though, it’s about recognising the people putting the work in, especially when they’ve spent decades building a business that means something to its customers.
I’m genuinely lucky to have a motorcycle dealership group like BS Bikes locally. Having known the business since my younger days, it’s great to see how far it’s come.
And while the bikes and the brands are what initially bring many of us through the doors, it’s the people and the atmosphere that make the experience memorable.
Finally, to gain some extra insight as they reached their 35th anniversary, I managed to put a few questions to Bob, and I’ll be sharing his responses in a separate blog real soon, so keep an eye out for that one.
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