Visitors to Cycle 2005 at ExCeL get presented with a large, shiny Golden Delicious apple to promote the launch of a new saddle brand. 1000 apples were handed out by mid-morning on the trade and press preview day, and then there were none. [Note: a fresh statement from the PR team for the Cycle Show has revised the 5000 figure downwards, the more accurate figure is 1500 visitors].

5000 visitors on Cycle 2005’s trade day, say organisers

There’s no direct selling at the show but the hooked-up PCs on’s stand prised credit cards out of a lot of wallets so, clearly, not all the 5000 visitors were members of the trade.

200 were said to be members of the media, said a statement from Cycle 2005’s press team.

The apple giveaway was to promote the launch of Selle Italia’s Sportourer brand. This uses images of big fat green apples in its promotional literature. Sportourer teaser ads – featuring just fruit and no saddles or mentions of Selle Italia – appeared in the last two issues of BicycleBusiness. The brand was launched at Eurobike but no orders taken because there will be no availability until January at the earliest.

Selle Italia is distributed in the UK by Fishers Outdoor Leisure and other suppliers. Sportourer is exclusive to Fisher Outdoor Leisure. The Magnetica saddle features magnetic suspension, mag-lev technology for 12mph not 200mph.

Can’t get to the show? Listen to LBC in London for radio updates or tune in your computer to Cycling TV which has a stand at the show and is beaming show reports to its internet site.

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