The BMX and BSX courses, at opposing ends of the huge NEC hall booked by Haymarket/Future, are as packed to the gills with screaming consumers as usual.
But all the aisles seem to be wider and whilst it feels as though there are less people through the door than last year, all the exhibitors BikeBiz.co.uk has talked to are reporting good business.
And the show doesn't finish today. It started on Saturday and will run through to end of play on Monday.
Michael Bonney, Orange's global development manager, was upbeat about the show: "This is better for the trade than any trade show. Why would people in the trade want to sell bikes to each other? It's about moving it through to the consumer. This show does that. The industry needs to work together to grow the customer base. Let's not be insular.
"All the arguments about trade shows miss the point. That's our market out there in the halls."
A highlights-of-the-show story will appear here tomorrow.