A touch of luxury: A new location, over 50 brands and a five star experience to boot. Jonathon Harker takes a look at how Expo 2010 is shaping up and what dealers can expect to see...

Fisher Expo 2010 preview

This month dealers from across the trade will be heading to St Albans to see the latest product from Fisher Outdoor Leisure at Expo 2010.

Running from Sunday February 7th to Tuesday February 9th, Expo 2010 will provide store owners with the chance to get up close to a host of new and existing brands from the distributor’s growing portfolio.

Over to Fisher CEO Richard Allmark: “We are really looking forward to welcoming all our customers to Expo 2010. We have some fantastic new products and brands on display, and it will be an excellent opportunity to meet with many of our staff and talk about how we can further develop our business partnerships over the next 12 months and beyond.”

Notably, this year’s Expo is set to take place at the luxurious Sopwell House, St Albans for the first time. Now only a stone’s throw from the distributor’s head office in the same town, the move to the luxury hotel is a departure from previous years hosted at Edgbaston Cricket Ground. So why the change?

Allmark explains: “We’re thrilled to be hosting our event at the beautiful Sopwell House hotel and know that customers who join us will have a wonderful experience, enjoying the same hospitality as many top sports teams regularly do – Sopwell House was home to the South African rugby team on their recent visit in November, as well as many National and Premiership football teams visiting the area.”

It’s all part of a five-star plan, as Allmark explains: “This year, our focus as a business is to deliver a five-star customer experience – and we know that hosting Expo at this high quality hotel will represent exactly the high quality service we want our customers to associate with doing business with us.

“It’s been a fantastic year for Fisher: we’ve implemented many operational initiatives across the business that we’re keen to show off to our customers, and will also be offering dealers who attend Expo the chance to visit and tour Fisher HQ and see some of the new systems in operation.”


The wide range of products from over 50 brands will be the key draw for dealers. One of the newest brands set to pull in a crowd will be the new Kansi folding bike range, as will a number of other new brands to be launched at the event, but the firm remains tight-lipped on those, saying dealers will have to attend to find out more.

What we could glean from the distributor is that its full range of 2010 Norco bikes will be available to test ride. Customers will also be able to see the exciting new range of Look racing, mountain bike and triathlon-specific frames on show in the UK for the first time. Expo will be host to one of very first viewings worldwide of Look’s new aluminum track bike, something especially exciting as the frame is expected to retail below £1,000. Look Blade pedals will be on display too.

Expo will also be the first opportunity for many to experience SRAM’s super smooth fast-shifting premium MTB groupset – XX. The brand’s carbon wheels will also be showcased, as will its brand new aluminium range.

Matching the growth of the commuting sector, Fisher will do everything in its power to ensure dealers can view a wide range of commuting-specific products, with practical display options, to take advantage of the growing sector.

Sopwell House will get a dedicated clothing room, showcasing a wide range of apparel, including top-notch designs from leading brands like Santini and Troy Lee. The full range of Met and Troy Lee helmets will also be on display. Expo will be an opportunity to try out the new and improved updated Google Earth software on Tacx’s Fortius or totally wireless Bushido trainers set up at the show.

Aside from new product, Expo 2010 will also serve up special guest speakers, and attendees will be able to meet and chat to Fisher-sponsored athletes and teams – a full list of which will be announced shortly.

Richard Allmark continues: “Every year, it’s our intention to make our Expo both informative and fun – but this year we’re really pulling out the stops. Customers will be able to sign up for seminars on a variety of topics online at www.fisherexpo.co.uk and we know that it will be beneficial to all who attend to have the opportunity find out more about the products from manufacturers, product managers and professional cyclists alike.”

Doors open at 1pm on Sunday to give staff and customers the chance to take part in the charity ride and close at 5pm on Tuesday. Fisher promises to keep visitors well fed and watered while they’re at the show with lunch and refreshments provided throughout each day. Sunday night will also be host to a Gala Dinner, with entertainment and the chance to meet a number of key industry figures and an appearance from ‘a very special guest speaker’ – with details to be revealed later this month.

Dealers can also make a weekend of it and take advantage of a specially subsidised rate (£100 for a twin/double room inc breakfast – standard Sopwell rate is £149 for double occupancy) and the hotel’s spa and leisure facilities. Dealers can request a room when they register at www.fisherexpo.co.uk. Formal invites have already been sent out and dealers should watch out for the black and pink invite coming through their door early in January. They’ll then be able to register their place online at www.fisherexpo.co.uk.

All Fisher customers attending the opening day of Expo 2010 on the morning of Sunday 7th February are invited to join the Fisher crew for a charity road ride around Hertfordshire’s rolling country lanes (bring your own bike and riding kit).

The ride will start at Sopwell House and all funds raised will be in support of the Stephen Murray Family Fund, which raises money for the medical expenses of Stephen Murray, the BMXer who was seriously injured while competing in 2007. For a suggested minimum donation of £50, all riders will get the chance to ride with some big cycling names and will also receive a custom Stay Strong Santini Jersey, worth £50 on its own.

To register, sign up online at www.fisherexpo.co.uk or contact Neil Batt on 01727 792618.

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