UpStream Media is partnering with Henry Cole’s production company HCA Entertainment to launch an online membership club connected to The Motorbike Show, which airs on ITV4 and ITVX. The new platform, which is called The Motorbikeshow.com, will give members access to a wealth of content, including past seasons of the series, and brand-new original shows.
Original series that will be produced exclusively for the platform include Iconic Bikes, an exploration of the most iconic motorcycles housed in the National Motorcycle Museum; Henry’s Bikes, which sees Henry Cole explore the motorbikes that mean the most to him; Shed Talk, where Henry Cole invites the biggest names in the motorcycling world for candid, in-depth conversations; And Skid Risk, which follows Guy ‘Skid’ Willison as he restores, designs, and shares his love for motorcycles.
In addition to being a streaming service, the new platform will include club-style features. Subscribers will enjoy priority access to live events and exclusive meet-ups, offering opportunities to engage with the stars of the show and immerse themselves in the world of motorcycling.
Nick Rees, COO of UpStream Media, said: “In the current media landscape, production companies are having to think differently about how they finance and distribute content that their fans truly want to see. There is a loyal audience for this content that has been built up over many years, and UpStream Media is extremely excited to be partnering with HCA for this next phase of the company’s journey.”
Henry Cole added: “I’m genuinely thrilled about this project. It means I can continue creating programmes that put motorbiking front and centre—something I’m incredibly passionate about. The aim of The Motorbike Show.com is to give us the flexibility to make shows that appeal to us as riders the whole year round. Subscribers will get to watch exclusive new series, as well longer form features and behind the scenes content from The Motorbike Show, before it transmits on ITV later in 2026”.
The partnership also offers brands an opportunity to invest in content that resonates with a dedicated and engaged fanbase, said Upstream and HCA
