Maxfield's Executive Travel Celebrates a Century of Family-Run Coach Tours
In Aughton, near Rotherham, Maxfield's Executive Travel is marking an impressive milestone: 100 years in operation. Founded in 1926 as J.A. Maxfield's and Son, this family-run firm has evolved from humble beginnings into a beloved provider of executive coach tours across the UK. The company's fleet is a familiar sight on roads like the M1, symbolizing a century of dedication and growth.
From Coal Lorries to Charabancs: A Humble Start
The story begins with James Ashworth Maxfield, who started the business by transporting miners from Aughton to Thurcroft Colliery using a coal lorry fitted with benches. As demand grew, he expanded into Sunday school trips to local destinations such as Bakewell and Matlock, offering children a rare treat to escape village life. By the 1930s, the company transitioned to charabancs—open-topped vehicles for sightseeing—laying the foundation for modern coach travel.
Peter Maxfield, grandson of the founder, recalls, "Grandad had a lorry with benches in it. It was a coal lorry, but they’d cleared the coal out and used it to take miners to work." This innovative approach led to the purchase of coaches in the 1940s, with Peter's father, Norman, joining the business to manage school and private hire services.
Stepping into the Executive Market
In the mid-1970s, Peter Maxfield joined the company and spearheaded a bold move into the executive coach market. This shift allowed Maxfield's to offer affordable, high-quality tours, catering to a growing clientele seeking unique excursions. Today, the company boasts a fleet of 12 coaches and employs nine drivers, alongside dedicated office and maintenance staff.
Sharon Maxfield notes the firm's expanding reach, stating, "We had 11,500 passengers last year, and this year we’re offering over 360 day trips across the country." The company's success is built on providing unusual and engaging experiences, as highlighted by Benjamin Maxfield, Peter and Sharon's son, who joined in 2014.
Centenary Celebrations and Community Spirit
To commemorate its 100th anniversary, Maxfield's Executive Travel will host a special balloted event in July. Benjamin Maxfield expresses excitement, saying, "It is going to be a really special occasion, bringing together many of our loyal passengers, long-standing partners, and members of the local community."
The Maxfield family emphasizes the importance of customer loyalty, especially during challenging times like the COVID-19 pandemic. Peter recalls, "When we had to cancel tours, people were telling us to keep the money. It was quite overwhelming." In return, the company actively gives back to the community, having raised over £4,000 for Weston Park Hospital and Rotherham Hospital, and £2,000 for Thornberry Animal Sanctuary in memory of a family pet.
A Family Affair with a Personal Touch
Benjamin Maxfield's journey from selling high-end fashion at Harvey Nichols to managing coach trips to Skegness illustrates the personal commitment behind the business. He jokes, "I went from selling £4,000 Gucci dresses to sending people to Skegness." Despite the shift, he describes it as "the best job in the world," emphasizing the close-knit team that feels like family.
Peter praises the staff, noting, "We have perhaps the best staff we’ve had for the last 40-years." This sentiment is echoed by Benjamin, who highlights key team members like Steve, the transport manager, and Angela, the front-of-house representative, as integral to the company's warm atmosphere.
As Maxfield's Executive Travel looks to the future, it remains rooted in Aughton, continuing a legacy of family values, community engagement, and exceptional service that has endured for a century.
