Oct 12, 17

Cycle Show continues to cement itself as a must-attend in the trade calendar


It was another successful year for The Cycle Show.

Sunday, September 24, saw the final day of a star-studded 2017 Cycle Show, which took place over three days at the NEC Birmingham.

Starting with a dedicated trade day on September 21, 295 exhibitors took to the halls for a long weekend showcasing the latest products to 29,436 visitors, with 3,259 attendees on the trade day alone.

The show offers a great platform for the industry to showcase the very latest in bikes, accessories, apparel and components under one roof, with the likes of Campagnolo, Canyon, Condor, Garmin, Giro, KASK, Nukeproof, Pinarello, Pirelli, Primal Europe, SRAM, Topeak, Wattbike and ZIPP displaying their latest innovations.

Alongside the brands, distributors and retailers, both big and small, were out in force this year with presence from the likes of ATB, Bob-Elliot, Chicken CycleKit, Extra UK, ISON, Madison, Silverfish, VeloBrands, VeloVixen and ZyroFisher.

Will Miles, Velobrands’ managing director, said: “We’ve been really pleased with the footfall. Everyone was happy and well engaged. It’s our first time at the show and the trade day was a lot busier than we had expected so it’s been great for us. The show has exceeded our expectations.”

Ruth Schofield, head of trade marketing and events at Madison and Sportline, said: “The Cycle Show is a regular fixture in our events’ calendar and this year, I think, we have our biggest presence to date. After last year’s success we have returned with our bike brands, Genesis, Ridley, Saracen and Ridgeback.

“Sponsoring the E-Bike village with Shimano STEPS looks great and we’ve introduced the children’s Test Track with Ridgeback Kids. The show really does afford us the opportunity to try out lots of different things and get great feedback from thousands of well-informed consumers.”

Stephen Morgan, The Cycle Show’s Event Director, said: “We are really proud to support the trade with yet another thriving show and 2017 giving us the busiest trade attendance for two years. We welcome all feedback from the companies who continue to make each year a success and look forward to welcoming even more brands, retailers and distributors in the future.”

The show is also a great place to get product directly into the hands of consumers, an example being the Shimano-STEPS e-bike village which offered demo rides on over 100 of the latest e-bike models. Bosch was also back with their impressive indoor e-MTB track, which brought the outdoors indoor and hosted hundreds of test-rides over the course of the show.

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