New London bike show for 2011

Shimano, Commencal, Cervelo and more already on board

Shimano distributors Madison will exhibit at the new London Bike Show next year instead of the Cycle Show

London is to get a new bike show in 2011, and industry heavyweights Madison have announced they will be pulling out of the Cycle Show at Earls Court in favour of the new expo.


That means visitors to the new London Bike Show will be able to view and actually buy products from on-site retailers, like at the bike shows of old, including products from brands like Shimano, Commencal, Cervelo, Giro, Bell and Park Tool.

The new event takes place at ExCeL London from 13-16 January, which coincides with the last four days of the Tullett Prebon London International Boat Show. It’ll be held alongside The Outdoors Show, which is Europe’s largest outdoors pursuits consumer exhibition and is moving to the capital after eight years at the NEC in Birmingham.

Holding the three outdoors events together means there should be loads to see and do – tickets will include entry to all three shows – and the London Bike Show should appeal to more casual visitors as well as die-hard cyclists. Upwards of 100,000 visitors are expected.

Will Fripp, marketing director for Madison, said the show was at a great time of year, when a lot of riders have some Christmas money to spend and are making plans for the year ahead, and it would be great to show off their products to a wider audience.

“We’ll be exhibiting in a big way,” he said. “We’ve already booked about 11 stands for Shimano, Ridgeback, Saracen, Genesis, Commencal, Cervelo, Pearl Izumi, Madison Cycle Everywear, etc, plus a general Madison booth showing other brands like Park Tool, Giro and Bell.”

Organisers VOS Media, who also run The Outdoors Show and the Metro Ski and Snowboard Show at London Olympia, said: “Cycling has always been a core element of The Outdoors Show and the move to London with its large and growing population of commuter cyclists, plus road and mountain biking enthusiasts, has prompted the formation of The London Bike Show. Unlike other London events, visitors will have the opportunity to try the models of bicycles on show and Madison have been confirmed as the major exhibitor partners.”