Lord Sugar will be at this year's Cycle Show at the Pinarello stand (C5), the peer has revealed.
The cycling fan and star of BBC's The Apprentice will attend alongside a number of well known names and faces, including world champion cyclist Chris Newton.
Newton will be at the Condor stand on the trade day and Friday.
Entrance to the show is free for the cycle industry, with the trade-only day taking place this Thursday October 7th. You can register here.