The Life Time Sea Otter Classic returns to Laguna Seca Recreation Area from April 16-19. The event is signalling a strong start to the 2026 season for industry leaders, riders and media alike, as over 700 brands from 33 different countries are already confirmed to exhibit.
With 20% of available exhibition space remaining, brands are encouraged to register today to secure their position at the world’s leading cycling festival.
A celebration of all things cycling and outdoors, the Sea Otter Classic draws elite and amateur athletes, industry leaders, media and over 75,000 attendees to Monterey each year. The 2026 schedule includes the return of the Life Time Grand Prix on Thursday, April 16; a new Trail Run on Saturday, April 18; and Dual Slalom events running throughout the weekend — alongside dozens of additional races and demos.
This year, the event sees 80% of confirmed exhibitors returning to the show, including confirmed brands like Continental, Aventon, and Liv, as well as Adidas returning to exhibit after a two-year hiatus. See the full exhibitor list here.
Even with the challenges the industry has faced in recent years, brands see the value of attending Sea Otter and the event continues to grow. We’re looking forward to welcoming leading brands back to Laguna Seca and fostering new connections for cycling and outdoor professionals. Following last year’s strong response, our Industry Connect program will be back for 2026 to support retailers, buyers, and industry insiders – Frank Yohannan, Life Time Sea Otter Classic Founder and Director
Industry Connect applications can be submitted here.
As one of the most influential gathering points for new product launches, industry announcements, and business development, Sea Otter says exhibitor space typically fills quickly. Brands looking to participate in the 2026 event are encouraged to act promptly.
For more information, visit: https://www.seaotterclassic.
