A change of hands sees new manager take to the wheel of the Leeds-based firm
Running a successful operation is no mean feat; there are hurdles around every corner, driver shortages, low emission zones and a steady decline in patronage. It’s clear that there is a recipe to follow to ensure success is achieved: Understand your ‘bread-and-butter’ services, don’t put ‘all of your eggs in one basket’ and you will only get out what you put in.
One person who is no stranger to running a fruitful coach operation is Adrian Morton, former Managing Director of North Hampshire-based Mortons Travel. After having a year enjoying life with his young family, he has returned to head up Fourway Coaches.
New beginnings
It was a fresh start, not just for Adrian, but for Fourway too. The firm was purchased from David Kellett and Penny Coaten by Kevin Procter and Andy Garrett in March this year.
Adrian says: “The owners were in their 70s and decided enough was enough and it was time to retire.”
David and Penny were looking to close the business and sell its assets, which is when Kevin and Andy saw an opportunity.
“That was the original intention but when they got here, they thought it was a fantastic operation with a lot of potential.” They decided to purchase it and try and turn it around and that’s exactly what is happening.
With a new firm under their belt, Kevin and Andy set out to find the right person to “take on the challenge” of taking the business forward.
Kevin was busy with his businesses in the North East and Andy with his Tamworth-based operation Solus Coaches and Midlands Bus and Coach Sales, so the duo needed to recruit an experienced person in the form of Adrian.
“I was at home one evening and got a call from Andy asking me if I fancied a challenge. I said, ‘go on then, run it past me’. He explained that he and Kevin had purchased Fourway but needed someone they could trust that could come in and re-invent the operation.”
“I live in Knutsford, Cheshire and didn’t wish to work full-time again with a young family so agreed that I would do three days a week. The General Manager here retired, so effectively I’ve replaced him.”
Big changes, little time
Despite only being with the firm for six weeks, Adrian, along with Kevin and Andy, have already made some big improvements and investments.
At the time when the firm was purchased, an office block and land located next to its depot was up at auction. It has now been successfully acquired by Fourway and will be rented out until there is an opportunity and a need to expand, Adrian explains.
The benefits of having Adrian at the helm is that he has already run a very successful operation, so he can now apply all of what made Mortons so attractive to Fourway.
“Cash at bank is key as is investment. I invested in seven brand-new coaches at Mortons in the year before I sold. You have to keep moving with the times,” he says
He has ensured that the Distinctive Systems’ Coach Manager App for driver walk-round checks has been implemented to further aid compliance following it proving its capabilities for several years at his former operation.
To maximise resources, the fleet size has been reduced by five, with it currently standing at 22 with a mix of 16-61 seaters from a range of manufacturers. The oldest is a 2010 Plaxton Elite in Fourway’s ‘Platinum’ livery, the newest a 2019 Temsa.
To enhance their presentation all vehicles are currently being maintained in their in-house body shop, a JTT wash has been purchased and each driver has been allocated their own vehicle. In the first month under Adrian’s guidance, turnover has increased in excess of £20,000.
Through a partnership with Arriva Bus and Coach, Fourway is also the operator of the new Leeds Rhinos team coach [routeone/Team Coach/29 May]. The firm has been supplying a coach and driver to Leeds Rhinos for the last 15 years.
As well as football and rugby team services, Fourway is also the official coach provider for ITV Yorkshire working almost daily on productions such as Emmerdale. Adrian explains that when Andy and Kevin took control of the business, they retained all of its staff and contracts. Some such as its private school services have been with the firm for over 30 years.
Overcoming challenges
What’s more difficult: Establishing a new coach firm and building it from the ground up, or taking on the challenge of turning around a business which already has the infrastructure in place?
There are pros and cons to each side; both come with their struggles and equally their benefits.
Adrian says: “With an already-established firm you have already got your maintenance facilities, have a pool of drivers and a fleet of vehicles, but it’s hard to turn it around.
“There’s a lot I want to do and a lot I could do but we can’t be too extravagant about it because we haven’t got the complete resources we need yet. What I learnt very quickly was the formidable reputation and values the business has.
“I want to offer a product that no one else can, something that sets us apart from the rest and supply a standard of service that will be unrivalled. It may not happen tomorrow but rest-assured it will.”
At present, Fourway has 20 full- and part-time drivers, which Adrian says isn’t really enough.
“The driver shortage is one of the biggest challenges we face here,” he says. “The word got out that the company was closing before new owners took over, so we lost a lot of good staff to start with. Also, on paper, we probably don’t have the best paying rates but that’s something that I’ll be changing very soon.
“I am revising the rate of pay in the coming months with the aim of having the highest paid coach drivers in West Yorkshire. In return I hope to recruit, train and develop some of the most desirable professionals our industry has to offer.”
The driver shortage isn’t the only obstacle in the firm’s way; from 6 January 2020, Leeds will be implementing a Clean Air Zone (CAZ).
It will mean operators of non-Euro 6 vehicles will face charges of up to £50 per day to enter the zone.
Approximately half of Fourway’s fleet is to Euro 6 standard and the aim is to increase that.
“The Leeds CAZ comes into force in January so we’re already halfway there, which puts us in a much better position than many of our competitors,” Adrian says.
“The London Ultra Low Emission Zone is tiny in comparison; Leeds comes out to the ring road effectively – it’s a big area. We’re nine miles from the centre of Leeds, but just three miles from the start of the CAZ.”
Fourway’s future
Adrian explains that he plans on growing the business but at a steady rate. The firm wants to do things that will be profitable for the business – not take on the world just to increase turnover.
“I sold Mortons, but the industry is still in my blood; it’s a pleasure to be at Fourway.
“For anyone looking to either start a coach firm or buy an existing one, you can’t go into it and think you’re going to get rich quick; you need to maximise your resources, have good staff behind you and understand it’s a 24-hour operation.
“You can’t just sit back and expect to watch the money roll in; if you’re not prepared to put the work in, you’ll never get anything out of it.”
Fourway has its reputation, long-standing contracts and a solid team behind it so will undoubtedly flourish.
