Terry Birtles

Terry has spent over 35 years in the motorcycle industry, building a career defined by leadership, innovation, and a deep commitment to rider safety. For the past 11 years, he has led Motodirect Ltd - a leading specialist in rider gear, lubricants, and parts & accessories - through a period of significant growth and transformation.

Over the last six years, he has focused on reshaping the UK motorcycle distribution sector through successful acquisitions and mergers, uniting brands and teams under a shared vision for excellence. Prior to this, he held senior brand director roles overseeing new product launches and strategic partnerships.

An experienced leader and change manager with specialist technical and commercial knowledge, Terry remains passionate about advancing rider safety, supporting industry collaboration, and driving innovation across the motorcycle community.