John Reynolds
our number 1!

Right from the outset John Reynolds has brought his racing know how and long riding experience to the SSUP sportsbiker campaign. From its beginnings in 2002 John, as a tremendously successful Superbike racer and the then current defending British Superbikes Champion, spoke to the riders on our behalf.

With a lifetime passion for biking John could bring a unique angle to our campaign which recognises that this love for the sport is what shapes the attitude and behaviour of riders on our roads.

To kick off his contribution to SSUP John was the presenter of the innovative Fatal Attraction video which in 2003 helped the partnership to win a major international award for services to motorcycling safety.

As a result of a survey of riders at Donington Park during the BSB event the SSUP signs were introduced on roads which are crash hotspots for bikers. To die for..? And Think Bike gave clear messages to both riders and drivers. John launched the signs in March 2005 and also agreed to present a new video It’s a road not a racetrack .Plans for the filming were well advanced when, in late 2005, John suffered serious injuries at Brands Hatch and his recovery took a considerable time. In March 2006 John finally completed the filming as promised and also filmed a tv advertisement which was featured throughout the BSB season on ITV and Eurosport over the past two years.

In 2006, as a result of his injuries, John retired from racing but continues to offer advice and encouragement to the Shiny Side Up Partnership campaign. His contribution has given a high-profile look to the campaign which has successfully reduced the number of fatal and serious casualties on our roads in the East Midlands.