Cycling Australia and SBS (TV) have announced the Bike & Lifestyle Show, a consumer show with three days in Sydney during July followed by two show days in Brisbane in September.
Exhibitors announced include related sporting bodies MTB Australia and BMX Australia as well advocacy and promotional bodies; Aust Cycle, Amy Gillett Foundation and the recently announced Asia Pacific Cycle Congress.
Cycling Australia Chief Executive Graham Fredericks comments "We’ve positioned the public show as one that appeals to everyone, whether they’re a competitive rider or someone who simply rides for transport or recreation."
With the tagline ‘Go Beyond the Wheel’, the shows will include rider education with interactive areas and workshops, a cycling museum, entertainment and panel discussions as well as a host of industry information from the show’s exhibitors.
From the media releases and website information it is not yet apparent to which extent this show will be attractive for commercial exhibitors as no names have been announced though they state that the show is "set to be the biggest and best consumer and trade industry event for 2011". As Cycling Australia represents performance cycling and SBS covers professional cycling, the integration of the lifestyle and functional aspects of cycling into the shows is necessary to appeal to the growing cycling commuting market the non-sporting / non-performance segment of the cycling market.
The announcement of this show now gives Australia two big bike shows – Ausbike in Melbourne is in it’s third year and has attracting increasing numbers of big name exhibitors. Initially positioned as a trade show, Ausbike has two public days and one trade only day.
With the Sydney and Brisbane dates, it follows the trends in Europe and the US of consumer bike shows that travel to major cities.
The Sydney Show is at the Hordern Pavilion and Royal Hall of Industries in Moore Park on Friday July 22 to Sunday July 24.
The Brisbane Show on September 17 – 18 is a pre-event for the Asia Pacific Cycling Congress and takes place at the Brisbane Convention and Exhibition Centre in South Bank.
Tickets are $20 online (plus booking fee) or $25 at the door, concessions (with ID) are available and children under 16 are free.