BikeBiz quizzes Upper Street Events on Cycle Show's move to the NEC, Birmingham...

Cycle Show gears up for tenth year

Lower costs for exhibitors, higher attendance, more extensive marketing and a more central location. Those are just some of the features and expectations for this year’s Cycle Show.

As you doubtless know by now, Cycle Show will take place over September 29th to October 2nd 2011 at a new location for the event – NEC, Birmingham. This year is also Cycle Show’s tenth as a showcase for the new season’s products and everything cycle-related.

Upper Street Events, the organising company behind the event, say the show’s move to a more central location is the perfect way to celebrate its first decade in the business. The firm said: “[The move] has received overwhelming support from the trade, who view the move as a great opportunity to deliver on even greater trade and consumer visitor numbers.”

And why so confident? The area’s strong network of national transport links are a key factor, making the NEC accessible to a large audience and – through the location of the nearby airport – making it easy for international exhibitors and visitors to get to the show.

Exhibitor costs
Another key element in the appeal of an NEC-based Cycle Show is a reduction in the cost of exhibiting at the event.

Space-only costs have decreased by £25 per m2 compared with last year, and decreases still further over 100 m2 and 200 m2.

The Cycle Show has up-weighted its marketing spend to comprehensively cover the larger catchment area too, and to target the ABC1 demographic. With the new visitors added to the already very loyal visitor base, a total audience of 35,000 visitors is forecast. Considering the show, when set in London, hit nearer 25,000 visitors, that’s a significant predicted uplift.

The Cycle Show has already signed up ambassadors for 2011, including Olympic and World Team champion Ed Clancy and BMX rider Ben Hennon.

The show itself will feature brand new road and mountain bike outdoor demo tracks, which will offer visitors an authentic ride experience and on the off-road track, a chance to get muddy (see below).

Cycle Show event director Andrew Brabazon said: “It was very sad to hear of the passing of Bob Chicken. It was Bob’s original vision for ‘One Big Show’ for the industry; we will always be grateful for his enthusiasm, drive and tenacity, without which the Cycle Show may never have happened.

“We are really excited by the move to our new home at the NEC. It gives us the opportunity to deliver features that will take our visitor experience to a whole new level. “With the support of the industry, we have come a long way in ten years and what better way to celebrate than to invite the whole country to the show.”

Trade and press day for the Cycle Show 2011 will be September 29th, with the show then open to the public until October 2nd.

Exhibitor enquiries please contact Damian Watson on 020 7288 6645 or email

2011 Cycle Show Highlights:

  • New outdoor ‘try out’ tracks where visitors test road and mountain bikes through forest and on tarmac for a real demo experience. 
  • 2012 bicycle launches from the world’s leading brands
  • BMX street course and competitions with the world’s top BMX riders
  • 1,000 seat arena and interviews with the worlds biggest cycling celebrities
  • Bigger cycle store with the very latest clothing and accessories
  • Kids’ test track
  • Indoor triathlon
  • Demonstrations and expert advice sessions
  • Cycling for disabled people

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