After more than two decades deeply involved in coach sector work, Jason Edwards had to start out again effectively from scratch just over a year ago. However, despite his experience in the industry, he was amazed how difficult it is for new coach operators starting out now.
Jason unexpectedly parted company with family firm Edwards Coaches in November 2021. After recovering from what he describes as a very tough time, he launched Jason Edwards Travel in February 2023. “I was completely left in a dreadful position,” he says. “Day one provided us with unique opportunities but took a lot of self-belief, support, and energy to get to where we are now.”
And where they are now he is most pleased with. Having recently celebrated its first anniversary, the Pontypridd-based business has secured a contract to deliver National Express services out of Heathrow and operated its first coach holiday earlier this year, and Jason is optimistic for future growth.
However, he recalls an uphill struggle just to make the start line. In one sense, his background as a former Managing Director of a coach operator counted for nothing, although the contacts he had created stood him in good stead.
Trying to get a leg into this business, even with all that support and backing, has been really, really tough – Jason Edwards
“I’m probably in a ridiculous position because I’ve got a wealth of experience, but I’m starting off from scratch,” he says. “It’s been a challenge. What used to take a week to do is a three-month project now.”
He adds: “Trying to get a leg into this business, even with all that support and backing, has been really, really tough. It’s got to be a concern for the industry that there’s maybe no new blood coming through the door… You’d certainly consider whether there’s money to be made doing other things.”
Obstacles to be overcome
Jason explains that setting up a commercial bank account proved to be another hurdle. “Without knowing the people that I did, you’re just banging your head against the wall,” he says.
Even gaining O-Licences was problematic, says Jason, although he concedes the importance of ensuring operators are compliant.
“To apply for your operator licences, you’ve got to turn into a Philadelphia lawyer to make sure everything is right, which I get is a really healthy position to be in for the industry, but as a new start-up there are constant hurdles put in front of you and you do question your return on investment and energy.
“You don’t want any Joe Bloggs to walk through the door, there has to be a certain level of professionalism and code of conduct. I really get all that, it creates a safer industry with longevity and we’ve got to understand we don’t carry Tarmac or stone — we carry schoolchildren, customers. So, it needs to be a tight, regulated industry and I completely support that. But it is really tight, you’ve got to jump through hoops of fire to get a foot in the door and it will probably put a lot more people off than it will attract.”
Obtaining credit for coaches was a big issue for Jason, given he did not have three years’ worth of accounts. However, after failing with a few banks and thanks to particular assistance from NatWest, Lombard and Propel Finance, he is now running seven Caetanos for National Express and two Irizar i6s, with four Neoplan Tourliners on order.
Jason says: “I was blown away really by the level of support from Propel Finance, the speed of turnaround, quotes, products, knowledge. Since I used to use Propel pre-COVID to where we are now, they’ve come on leaps and bounds.”
It’s been really refreshing that, in my tough times and dark days, there were a lot of people knocking the door – Jason Edwards
Mark Mountford, Propel Relationship Director, adds: “We were delighted to support Jason Edwards by financing two coaches for his newly established business. Jason has a long-standing history in the coach and bus industry, holding over 20 years’ worth of experience. I’ve held a close professional relationship with Jason since 2011, so it was a pleasure for us to assist Jason Edwards Travel towards growing their business.
“We understand that newer coach and bus operators can typically find obtaining vehicle finance through traditional lenders particularly challenging. However, as an independent lender, Propel has a strong appetite to provide finance and support to experienced coach and bus operators. We hold specialist knowledge and understanding of the industry; with expertise in acknowledging the required vehicles, equipment, contracts, and suppliers needed towards securing asset finance.”
Looking ahead positively
With start-up issues behind him, Jason is left with one of those “nicer problems” — keeping a rein on rapid growth. Talking of current business success, he says: “The numbers we set out a year ago, we’ve smashed out of the park and there’s more to come. The worrying bit is I don’t know how big it’s going to be. What we’ve got to be really concerned about is are we getting too big too soon? I think I’m in a really experienced position to manage that and we’ll probably turn more away this year than we’ll accept.”
As well as the expansion of the touring side, he is set to upgrade his Caetano fleet for a possible expansion of National Express work, while he is also looking at dipping his toe into the inbound tourism market. He is also seeking to place an order for another four coaches next year.
“Inbound tourism is something I’ve never done before but it comes hand in hand with my operating centre in London,” he says. “There are a lot of operators who have left the [inbound tourism] market and it dovetails superbly into our existing coaching business.”
It’s been a bumpy ride for Jason but one which has reinvigorated his respect and love for the industry. “I’ve helped and supported the industry before. So, in a funny sort of way, it’s like payback time,” he says. “I’ve been overwhelmed by the people who have knocked my door wanting to come in and help and support. It’s been really refreshing that, in my tough times and dark days, there were a lot of people knocking the door. And I’ll never forget that. It’s been quite an emotional journey.”
