Sea Otter Classic hosts inaugural dealer demo

First chance for dealers to ride new equipment

Rocky Mountain launched their 2011 Slayer line at the 2010 Sea Otter Classic

The 21st annual Sea Otter Classic will offer special access to bike dealers across the nation during the inaugural Dealer Days held 14-17 April in conjunction with the public festival at Laguna Seca Recreation Area in Monterey, California.


More than 125 dealers are expected to attend where they will have the unique opportunity to meet face-to-face with the leading industry manufactures and special opportunity to test the latest cycling equipment.

“You must be a dealer and it requires a special credential,” said Donna Brown, press officer for the Sea Otter Classic. “The dealers are the bike shop owners – the ones buying the products from the manufacturers and selling them to the public.  It’s their chance, to get a hands on feel and questions answered about the products new and otherwise.”

The Sea Otter Classic is known for its vast expo and festival area that includes over 300 venders and attracts upwards of 50,000 riders who want to learn about the up-and-coming cycling products. It also hosts 10,000 professional and amateur athletes, who compete in the cross country, short track, downhill and dual slalom mountain bike events and the road race, circuit race and criterium road cycling events.

Dealers who register to participate in Dealer Days will have the added bonus of complimentary demo rides, rides with the athletes, clinics, seminars and daily receptions.

“The first thing I heard from our dealer group was that they were extremely excited about it because it’s a way to bring dealers in an organized fashion and demonstrate our product to them,” said Michael Zellman of SRAM. “The Sea Otter event is so big and it can cover such a large area that it will bring the dealers in from across the country. Our dealer team was incredibly excited about the opportunity to put our dealers on demos through out Sea Otter. It will be a perfect opportunity for us to educate dealers.”

Other industry manufactures that will provide demo gear for shop dealers include Specialized, Cannondale, Giant, BMC USA, Campagnolo USA, GT Bikes and BH Bikes, among others. Dealers will be able to test ride the demo equipment on Sea Otter’s race venues at the downhill, dual slalom, pump track, and cross country course.


“The key employees don’t often get the chance to get outside the store and meet with manufacturers and suppliers, or to ride with pros,” said Bob Barwick, general manager of Family Cycling Center in Santa Cruz. “The demos op is huge. To be able to go out and ride the product in the proper setting, trails, roads and to do that with industry folks, that’s a very attractive opportunity.”