August 31 2012.

Launched in the summer of 2009, the industry Get On campaign aimed at getting Britain riding again has provided some glimmers of hope and enjoyed some positive feedback. However, despite a re-focussing of priorities and funding, the initiative hasn't always ticked the boxes for every dealer, as Mark Williams discovered.

His introduction goes something like this;

"The average age of motorcyclists is steadily rising, and something had to be done," explains Gary Marshall, "and if it wasn't done, in five or six years time we'd have a massive problem. So we bought into it from the start, and bought into it quite strong."

Marshall, who owns Streetbike in Halesowen, was referring to the Get On campaign, now into its third year and promoted by the Motorcycle Industry Association (MCIA) as a no-holds-barred strategy to get new bums on saddles. But serious though the campaign and its intentions were, not everyone in the trade agrees that it was properly thought-through, and despite the large sums of money spent, quite a lot of those it was designed to help believe it simply hasn't worked.

John Power of Bridge Road Motorcycles in Liverpool is one such sceptic; "We're a small dealer and Barrus, who supply some of the brands we stock, were contributing to the campaign, but all we got was a box of seaside rock with the words 'Get On' all the way through and a bunch of leaflets. Initially we did get a few email enquiries from people who'd been onto the (Get On) website, but they were all from 25-30 miles away. Anyway, I emailed them all back saying, 'Here we are, this is what we do, this is what we've got', but I never heard from a single one of them again."

For the full story see the September issue of Motorcycle Trader, landing any day now, or read the digital version available online at