Cycling stars dazzle at UK’s biggest bike show


18 October 2017

From big name guests, thrilling test rides and sport-changing product launches to crit races and quarter pipe shows, the 2017 Cycle Show more than lived up to its reputation as the nation’s greatest bike show.

The star-studded show – which saw record-breaking attendance on the Saturday alone – took place from 22nd – 24th September at its regular home, The NEC Birmingham, for the sixteenth year running, attracting just under 30,000 visitors.

Six-time Olympic gold medallist Jason Kenny, five-time Grand Tour winner Vincenzo ‘The Shark’ Nibali, and joint holder for most Tour de France wins Eddy Merckx wowed the crowds with vibrant first-hand tales of their most memorable moments on two wheels. However, Saturday’s massive attendance may have been due in part to the launch of the show’s brand new elite racing feature the Pirelli Supercrit.

Show-goers were treated to a sneak preview of a dazzling array of next season’s new bikes, including Canyon’s Kraftwerk Ultimate CF SLX 9.0, a collaboration between the bike brand and the esteemed electronic group to produce 21 limited edition bikes; the Condor Leggero SL Disc, one of the bike brand’s first carbon road race disc models; Pinarello’s Dogma F10, the bike that took Chris Froome to his Vuelta a España victory, and Mondraker’s new 2018 mountain bike range including the Wolf and Wildcat models.

Gear and gadget fans were in their element as displays from the likes of Campagnolo, Garmin, Giro, KASK, Knog, Pirelli, Primal Europe, Schwalbe, Wattbike and ZIPP gave them access to the latest cycling accessories, innovations, apparel and components .

Electric bikes once again played a big part at The Cycle Show, with the Shimano-STEPS e-bike village offering test rides on over 100 of the latest e-bike models, and Bosch’s impressive indoor e-MTB track, which brought the outdoors indoors with test-rides taking place over the course of the show.

The Cycle Show returns to The NEC next year and will take place from 28th – 30th September.

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.”

Steve Chapman, Events and PR Manager at Islabikes, said:The show has been great. As we are a direct to consumer business – we are on the road a lot of the time – so the show gives us a great opportunity to chat with or  customers and have them see the bikes in the flesh. It’s been great to see the kids testing the bikes on our demo track; we are the pioneers of the children’s bike industry and we’ve really seen an uplift in kids’ taking up all aspects of cycling over the past few years.”

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. We have a couple of new brands like Mars and Cycliq which have gone down a storm too. 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. Looking forward to next year!”

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Telephone: +44 (0)20 7288 6733
Twitter: @CycleShow

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