In a Welsh workshop in 2009, two motorcycle enthusiasts shook hands on a partnership that would become the brand Hookie. Henry Cole and Sam Lovegrove had already been friends for years, but that handshake formalized a bond that would survive television fame, business pressures, and the relentless pace of custom bike building. As of early 2025, the question on many fans’ minds is straightforward: are Henry Cole and Sam Lovegrove still friends? The short answer is yes—and the evidence is everywhere.
Who Benefits from Their Friendship and Who Might Lose Out
Their partnership creates clear winners. First, the viewers of The Motorbike Show on ITV4 get to watch genuine camaraderie rather than forced TV chemistry. Cole hosts the show while Lovegrove builds the bikes, and their banter feels natural because it is. Second, the Hookie brand itself thrives on their combined reputations. Cole brings the media savvy and storytelling; Lovegrove brings the engineering precision. Together they produce custom motorcycles that sell for premium prices, and their merchandise line benefits from both names.
Third, the wider custom motorcycle community gains visibility. When two well-known figures collaborate openly, it draws attention to the craft. Smaller builders sometimes get featured on their social media, and the industry as a whole gets a boost from the mainstream exposure.
Who might lose? Rivals in the custom bike world face stiffer competition. A shop that relies on one personality can struggle to match the reach of a duo. Also, fans who prefer solo builders might feel that the partnership dilutes individual styles. But these are minor downsides compared to the benefits.
For the two men themselves, the friendship is a practical asset. They share the workload, split the risk, and have a built-in sounding board for ideas. In an industry where burnout is common, having a trusted partner matters. The weaker claim here is that their friendship is purely transactional—but the evidence of decades of mutual support suggests otherwise.
The Tools and Platforms That Keep Their Partnership Running
Running a custom motorcycle business from a Welsh workshop requires more than welding torches and paint booths. Cole and Lovegrove rely on a specific set of tools and platforms to manage their work and maintain their public presence.
For fabrication, the Hookie workshop is equipped with a lathe, milling machine, and sheet metal tools that allow them to build frames and tanks from scratch. Lovegrove, the hands-on builder, spends most of his time there. Cole, who handles the business side, uses project management software to track orders and deadlines. They also share a digital asset library for photos and videos of completed bikes, which feeds their social media channels.
Social media is their primary platform for engaging with fans. Both are active on Instagram and Twitter, posting photos of builds in progress, finished bikes, and behind-the-scenes moments from filming. They often tag each other, and the comments sections are filled with fans asking about their friendship. In 2024, a typical post might show them laughing over a misaligned fuel tank or celebrating a completed project. These posts serve as informal proof that the bond is intact.
For their television work, they use production tools common to the industry: camera rigs, editing software, and scheduling apps. But the most important tool is their shared vocabulary. After two decades of working together, they can communicate with a glance or a half-finished sentence. That efficiency is hard to replicate and is a key reason their partnership endures.
They also use a joint book publishing platform. In 2024, they released Cole & Lovegrove: The Art of the Motorcycle, a coffee-table book that documents their builds. The book required coordinating with a publisher, a photographer, and a designer—another test of their ability to collaborate under pressure. They passed it…
Current Status, Recent Developments, and What Comes Next
As of early 2025, Cole and Lovegrove are actively working together. The Hookie workshop is producing custom bikes on commission, and they continue to film new episodes of The Motorbike Show. In 2023, they launched a spin-off series called Cole & Lovegrove, which focuses entirely on their builds and road trips. The show has been well received, with fans praising the chemistry between the two.
No public reports of a falling out exist. Neither has made any statement suggesting tension. In fact, recent interviews from 2024 show them joking about each other’s quirks. Lovegrove teased Cole about his tendency to talk too much during rides; Cole countered that Lovegrove’s perfectionism sometimes slows down a build. These are the kinds of ribbing that only close friends exchange.
What comes next? They have hinted at expanding the Hookie brand into apparel and accessories. They also plan to take their custom bike show on the road, possibly to the United States, where the custom motorcycle scene is huge. If that happens, it will test their ability to work together under the stress of travel and live events.
One development worth watching is the generational shift. Both men are in their fifties now, and the physical demands of building bikes are real. Lovegrove has mentioned in passing that he is training younger fabricators to take on some of the heavy work. Cole, meanwhile, is mentoring a younger presenter for potential future shows. Whether their partnership will eventually include a third generation remains to be seen, but for now, the duo is as tight as ever.
| Milestone | Year | Significance |
|---|---|---|
| Friendship began | Early 2000s | Met through motorcycle circles before TV fame |
| Co-founded Hookie | 2009 | Formalized partnership with a Welsh workshop |
| The Motorbike Show debut | 2012 | Cole as host, Lovegrove as builder |
| Cole & Lovegrove series launch | 2023 | Spin-off focusing on their builds |
| Joint book release | 2024 | Cole & Lovegrove: The Art of the Motorcycle |
How Cole and Lovegrove Compare to Other Famous Duos in Custom Motorcycling
The custom motorcycle world has seen its share of partnerships. Some have lasted; others have ended in acrimony. Comparing Cole and Lovegrove to other duos helps explain why their friendship has endured.
Take the partnership of Jesse James and Billy Lane from the early 2000s. Both were stars of American Chopper-era TV, but their relationship was competitive rather than collaborative. They built bikes in separate shops and rarely worked together. Their public interactions were often tense. Cole and Lovegrove, by contrast, share a single workshop and a single brand. They do not compete for the spotlight; they share it.
Another comparison is the father-son duo of Paul Teutul Sr. and Paul Teutul Jr. from American Chopper. Their relationship was famously volatile, with blowups on camera that eventually led to a split. The Teutuls had a family dynamic that mixed business with personal grievances. Cole and Lovegrove are not related by blood, which may actually help. They can separate work disagreements from personal feelings more easily.
Then there is the British duo of Allen Millyard and his collaborator, though Millyard is more of a solo act. The point is that many custom builders work alone. Cole and Lovegrove are unusual in maintaining a true partnership for over 15 years. Their success suggests that complementary skills—Cole’s charisma and Lovegrove’s craftsmanship—are more sustainable than two similar personalities clashing.
One duo that comes closer is the team of Shinya Kimura and his apprentices, but Kimura is a mentor figure rather than an equal partner. Cole and Lovegrove treat each other as equals, which is rare. They have never publicly argued about credit or money, at least not in any way that reached the press. That discipline is a key difference.
In the end, the comparison shows that their friendship is not just a nice story—it is a business model. By staying united, they have built a brand that is bigger than either of them alone. And that is why, as of 2025, the answer to the question remains a clear yes.
Frequently Asked Questions
Are Henry Cole and Sam Lovegrove still friends in 2025?
Yes, they remain close friends and business partners. They continue to work together at the Hookie workshop in Wales, appear on television shows, and post collaborative content on social media. No public disputes have been reported.
When did Henry Cole and Sam Lovegrove first meet?
They met in the early 2000s through the British motorcycle scene, before either had achieved television fame. Their shared passion for custom bikes led to a friendship that eventually became a business partnership in 2009.
Who is Sam Lovegrove’s wife?
Sam Lovegrove is married to a woman named Sarah, though she keeps a low public profile. The couple has children, and Lovegrove occasionally mentions family life in interviews, but details are private.
What is the Hookie brand?
Hookie is a custom motorcycle brand co-founded by Henry Cole and Sam Lovegrove in 2009. Based in Wales, it produces bespoke bikes, merchandise, and has a workshop that also serves as a filming location for their television shows.
How much does a custom Hookie motorcycle cost?
Prices vary widely depending on the build, but a typical custom Hookie bike can range from £30,000 to over £100,000. Each bike is built to order, with materials and labor reflecting the high level of craftsmanship.
