It’s hard to make an impression on the crowded cycle event circuit, but SpinLDN’s director Alex Daw knew he was doing something right when London’s Time Out said SpinLDN last May was second only to a Beyonce gig on its official ‘things not to miss this weekend’ list.
May 2013’s SpinLDN was its debut showing and comparisons with Mrs Jay-Z aside, getting the show off to its flying start was no mean feat, as Daw explains: “It was incredibly difficult to get it off the ground with no history, sponsor or backing. However the team pulled together and despite some minor issues associated with the timing – it was over the May Bank Holiday and there were some transport issues – we were thrilled with the result and the press was incredible.”
With the show ticking the attendance and positive feedback boxes the team had the confidence to try something a bit different.
“We took the concept and approached The London Coffee Festival who came in to collaborate for the original and unique ‘Spin Xmas’ show which took place over the last weekend in November. That show was a smash, was full to the brim and the feedback, press and overall result was just awesome. We are already planning the sequel to the show which takes place this December.”
The Spin LDN format aims to provide something a bit different from your typical bike show and with as wide a demographic as possible, says Daw: “Essentially we have a venue of brands and people whom would never rub shoulders at any other event.
“We have the cool set but also families, local bankers and cultural tourists. We are very well placed to present a truly alternative cycling festival and show given our branding, content, attitude and location.”
Moving ahead, the next SpinLDN show takes place next month in March. This time the event has moved dates to encourage greater B2B trade involvement with a dedicated evening for press and trade on the Friday with entertainment, performances and talks. Most notably, SpinLDN 14 will be taking place in a larger, more premium ambitious venue within the Old Truman Brewery in Shoreditch. “We are focusing more on the lifestyle, design and cultural elements of cycling to enable exhibitors to display bikes and accessories that those living in the city can discover, explore and purchase. We have some fantastic content for visitors and exhibitors alike, as well as our own brewed Belgian craft beer, artisan coffees and teas, yoga and comedy.”
It will come as no surprise that March’s SpinLDN will be its biggest yet, so immediate aims for Daw include driving awareness of the event, building its growing audience and encouraging more people to cycle – and engage with the ‘fresh, independent progressive brands’ that will be at the show of course.
Beyond that, the ambitious Daw has growth in mind for Spin.
“We are looking to expand the show nationally and have secured a venue overseas for a show in the not too distant future. I foresee that Spin will be in various cities within the next 18 months.
“We are well on track on this element and the Xmas show is already three times bigger than the previous year.”
Daw is keen to emphasise the inclusive nature of the event: “We are hoping those in the ‘old school’ set or traditional vein of cycling can join us and adopt and adapt to engage with the customer in an innovative and original manner.
“Bigger trade shows are good business, but Spin offers a genuinely alternative approach that is grassroots, taps into ground level communities and is the future of cycling trade and consumer shows.”
Complimentary tickets to the press and trade are available via www.spinldn.com /tickets using the ‘TRADE’ access code.