EF News
How well do you know your fellow members? In this feature, we shine a light on some of the Forum’s longest standing members, exploring their business journey, their connection to the North East and what makes it such a special place to live, work and grow a successful business.
This time, Simon Bailes of Simon Bailes Peugeot shares his story – from Queen’s Scout to award-winning entrepreneur – reflecting on 45 years at the wheel of a family business rooted in the North East.
Can you tell us what the business does?
We’re a Peugeot dealership group that has been in business for 45 years. Over that time, we’ve grown to have showrooms in Northallerton, Stockton and Guisborough, and become one of Peugeot’s largest retailer of commercial vehicles in the UK, with around 84 passionate, hardworking employees. We sell new and used vehicles, and also offer servicing and repairs. Plus with our accident repair center in Northallerton, we're here for you long after the sale - because we’re focused on building long-term relationships. Some families and businesses have been coming to us for generations, and that’s something I never take for granted.
What are the best and worst parts of your job?
The best part is seeing people grow – that’s both customers and our team. We have team members who have been with us for many years and have come up through the ranks from apprentices to managers. We’ve had commercial customers who have grown from one vehicle into an entire fleet – knowing you’ve been part of someone’s journey is really rewarding. And I’ve had people who have bought their first car from us, and years later we are helping them get their children on the road for the first time. The worst part is probably the unpredictability. The motor trade can be volatile, and you’ve got to stay sharp and adaptable. I’ve been in business through recessions, COVID and huge industry changes. Sometimes the going is tough, but we have carried on through it all and come out stronger.
What do you consider to be your greatest achievement?
Staying independent and family-run in an industry that’s seen a lot of consolidation. We’ve kept our values intact – people, customers, standards, honesty and profit – and that’s something I’m incredibly proud of, and it’s why we’re still here today. We’re the most awarded Peugeot dealership group, with more than 25 Guild of The Gold Lion awards under our belt.
What is your biggest fear, either personally or professionally?
No professional fears, just professional challenges, but we all have them. I worry about my family; I just want them to be happy and safe. Over the years I’ve experienced many challenges and it really puts everything into perspective – you should value time with your family, and prioritise making memories with them whenever you can.
What is one thing that not many people know about you?
I’m quite a private person. But one thing some may not know: I was the first Queen’s Scout from Norton. I earned the award in the 1970s and met the Queen at St George’s Chapel at age 18. I started as a Cub Scout and stayed with the Scouts right through to adulthood - carrying the values and lessons learned from my time in the Scouts into my professional life.
How do you unwind after a long week in the office?
I don’t take business home with me; it’s confined to the workplace. My time away from the office is dedicated to my family, who are incredibly important to me. I cherish these moments and prioritise them. Outside of work, I spend a lot of time in my beautiful garden. It’s an activity that keeps me engaged year-round, allowing me to unwind and truly immerse myself in the present. There’s something deeply satisfying about seeing the garden come to life when everything is in full bloom – it’s the tangible reward of all the effort put in.
Let me introduce you to Bertie, the garden’s caterpillar – named by my grandson. Our garden is a place of fun and learning, where we explore everything from sprinkling poppy seeds to planting fruit. It's a wonderful way for us to connect with nature and each other. Another passion of mine is restoring historical buildings. Over the past 25 years, I've had the privilege of transforming old, forgotten structures into beautiful homes. The process is time-consuming, but the sense of accomplishment and joy that comes from the finished product makes it all worthwhile.
What are you currently watching, reading and/or listening to?
I’ve just finished reading The Old Ways: A Journey on Foot by Robert Macfarlane. It’s a beautifully written exploration of ancient paths across Britain and how they’ve shaped our landscapes, stories, and sense of place. It’s one of those books that’s hard to put down – full of history, nature, and reflection. When it comes to TV, I enjoy a good drama. Recently, I’ve been watching Operation Dark Phone, which is based on a true story and explores the chilling consequences of digital communication – it’s gripping and thought-provoking. I’d also recommend The Gold, which is brilliantly acted, and The Equalizer – Denzel Washington’s performance in that film is absolutely outstanding. Musically, I’m a big fan of The Sixteen, a British choir and period instrument orchestra. What started as a passion project for 16 friends has grown into something truly special. I’m especially impressed by their learning and participation programme, which opens up classical music to people of all ages, backgrounds, and abilities. From family workshops to training for young singers, they’re doing incredible work to make music inclusive and inspiring for the next generation.
What makes the North East such a great place to live and work?
It’s a standard answer, but it really is the people. The people of the North East are known for their humour and their kindness. It’s a place where people work hard, but still have time for a laugh and to find joy in their day to - day. Even the accents are friendly, which is why so many businesses have their call centres here. Some of the external opinions of our region don’t truly represent the real people of the North East, who are warm, welcoming and always ready to have a laugh – even when times are tough! Our history of difficult work goes right back to the days of the industrial revolution. We’re never put off by the hard problems and finding new ways of doing things. The Newcastle patent office holds the record for the most number of patents registered in a year, which I think says it all! And I recently discovered something fascinating: the man who invented the windscreen wipers, Gladstone Adams, was from the North East. In 1911, after attending the FA Cup final between Newcastle United and Wolverhampton at Crystal Palace, he had an experience that sparked the idea. On the drive back up North, snow kept accumulating on the windscreen, and Gladstone found himself repeatedly having to stop and clear it manually. This frustrating situation ultimately led to his invention of the windscreen wiper.
What is your favourite regional restaurant, coffee shop or bar?
This is a tough one! We’re blessed to have so many wonderful places to eat and drink, without the pretentiousness that you sometimes find in other places. I love Bettys in Northallerton. It’s consistently fantastic – there’s a reason why Yorkshire Tea is popular right across the whole UK! I tend to get the Welsh rarebit and one of its amazing signature cakes. But if I’m going to a restaurant, I really enjoy Muse in Yarm, or the Bay Horse in Hurworth. But there’s not many places you can’t find a great meal! You have out-of-region clients visiting.
What is the one place that you would recommend they visit?
Depends on the people and their interests, because there are so many beautiful and interesting places to visit! Durham City is wonderful and has a bit of everything. But I honestly thing that it would have to be a visit to somewhere along the coast. We must have the most interesting and diverse coastline anywhere in the UK.
You have been a member of the Forum for almost 20 years. What Initially attracted you to join?
I initially joined because of Peter Vardy’s involvement. He was someone who everyone in business in the North East at the time, but especially the motor industry, looked up to. Not only was he a huge success, but he was also a great man who helped the community and was always open to giving advice to younger people. It was my admiration for him that inspired me.
What is your favourite thing about the Forum?
Without question, the way the Forum recognises and supports the development of entrepreneurs at the
beginning of their journey, whilst guiding and pushing people out of their comfort zone to progress, meet new people and present in front of large audiences. It really helps them to be a success by connecting them with people who have been there and done it, who can share their wisdom and experience with them. What makes it stand out to me though, is the recognition the Forum gives to people who are often sole entrepreneurs and don’t realise just how well they are doing. It really is heartwarming to see someone who joins in the early stages go on to do great things and know you’re part of something that has helped them in some way.
Finally, what advice would you give to new members or anyone considering joining the Entrepreneurs’ Forum in the future?
The Forum is very different to when I first joined, with more members and an ever evolving range of businesses. One thing that has remained consistent is the chance to learn from others, take their advice and use the membership as a sounding board. There are so many chances to improve your business by learning how other people have become a success, and it’s something I’ve instilled in my own organisation. We bring junior staff members into management meetings, giving them a clearer understanding of the business, the decision-making process, and the rationale behind key choices. By mentoring them, building their confidence, and fostering stronger relationships with the management team, we help them grow in their roles. I think it gives them a perspective that there are tried and tested ways to do things, but that change can and should happen when needed.
