New bicycle show coming to London in the springtime

Organisers of a new consumer exhibition in London next April are hoping to address the needs of Britain’s growing army of what they call “mainstream cyclists,” while also targeting participants – existing, or would-be – in the fast-growing sport of triathlon.

The Active Bike and Triathlon Show will be held at ExCel in London’s Docklands from 21-24 April 2010 and unlike the established Autumn round of exhibitions here and abroad that focus on the following year’s ranges, is deliberately timed to coincide with the start of the summer cycling season. The target audience, expected to number between 14,000 and 18,000 visitors, ranges from cycle commuters and leisure cyclists to competitors in bike races and triathlons.

The show will coincide with the Virgin London Marathon Exhibition at the same venue – that race takes place on 25 April next year – and promises seminars, demonstrations and, of course, a whole host of products to ogle.

In keeping with the “Active” part of the event’s title, organisers Active Media Limited are encouraging potential visitors, exhibitors and participants alike to help shape the show, which is supported by Sustrans, through interactive features on its website, although for now they are simply asking people to register their interest.

Richard Morris from Active Media told Event Magazine: “ We realise that many brands launch their product in the autumn, however we have gleaned through our research that the concept of model years is not as important as it used to be, especially for accessories. In addition to this many retailers are telling us that decisions on purchases - especially for the novice cyclist or triathlete - only really happens when the spring comes."