Triathlon popularity spawns new event

More details emerge on Active Bike and Triathlon Show, ExCel
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A brand new cycle and triathlon show is heading for London’s ExCel next April – and is set to tap into the growth of the triathlon and cycling market, according to show organiser Active Media Events.

The Active Bike and Triathlon Show, announced late September, will run from Wednesday April 21st to Saturday 24th at ExCel in the London Docklands, and is aiming to reach between 14,000 and 18,000 consumers over the four days.

The timing of the show – which Active pointed out is a key time for consumers to make purchase decisions – the growth of the cycling and triathlon sector and the fact that ExCel is also playing host to a number of key triathlon events – including the Virgin Marathon Exhibition and the London Triathlon (the world’s largest triathlon) – are the key elements set to make the inaugural Active Bike and Triathlon show a huge success, said the show organiser.

“The exhibition will target the broad range of active cyclists, including leisure cyclists, commuters, competitors and triathletes using direct and indirect marketing channels,” enthused Active Media Events’ Richard Morris.

“We believe that there are three types of cyclist out there, novice, progressive and enthusiast – and it is the first two consumers where we see the greatest possibilities going forward, from a brand and influencers point of view.”

The event will closely tie in with consumer press to promote the event, including Future’s Triathlon Plus. The publication’s editor, Liz Hufton, said that demand for information will drive consumers to the show.

“Triathlon is one of the UK’s fastest-growing sports and many new triathletes come from a running background. It’s a challenging and complicated sport, and novice triathletes are hungry for information and advice where they can get it – whether that’s through friends, magazines, websites or meeting people at events like the Active Bike and Tri Show.”

Active Media Events told BikeBiz that it is intent on the show carving its own place and becoming a regular fixture on the cycle trade’s event calendar.

Morris added: “We are all very positive that the Show will create its own niche in the annual calendar of events that excite and inform the UK cycling and triathlon public, and we feel that by drawing on some of the unique distinctions, such as new audiences and timing, we will create a show that will satisfy both consumers and our exhibiting guests.”

The organisers also told BikeBiz that the show will have a heavy retail bias.

To get involved as a speaker, sponsor or exhibitor email: info@activebike.co.uk, or call 0208 144 4010.

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