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THE LONDON BIKE SHOW


London Show reveals Hoy ploy


The cunning people behind the London Bike Show have got Sir Chris Hoy to come along and lure punters in. But it’s not just about the odd cycle legend – Jonathon Harker provides an update…


THE FIRST London Bike Show post-Telegraph Media Group is set to see Sir Chris Hoy and his Evans Cycles-exclusive Hoy Bike line. The entire Hoy range, including the new junior models, will be on display at the ExCeL event, which runs from Thursday February 13th to 16th 2014. “The London Bike Show is a fantastic exhibition with lots going on throughout the days as well as some of the best brands in cycling on show,” said Hoy of his impending ExCeL appearance. “For me, the opportunity to be here showcasing what I’ve been working on for the last couple of years is really exciting and, although I’m slightly biased, I hope people like the bikes as much as I do.” Hoy Bikes will be exhibiting alongside the


likes of heavy hitting bike brand names like Giant, Scott, Cannondale, Boardman, Kenesis, Planet X, Cotic and among others. And it's not just bikes of course. There’ll also be the likes of Hope, Hardnutz, Magura, Optimum, Primal, Muc-Off, Rapha, Schwalbe, Shutt Velo Rapide, Fibrax, Clif Bar, Continental…to name just a few. Spanish car brand SEAT will be driving (ho ho) the show as headline sponsor, targeting outdoor enthusiasts with its Leon ST. The car brand and show are a perfect fit, according to SEAT marketing head honcho Chris Stevens: “These three shows are the perfect platforms for us to show off what a great car the Leon ST is – full of the sort of people we think the car is a perfect fit for. Built for those with an active lifestyle, the Leon ST brings together quality, technology and versatility in a stunning package that’s extremely attractively priced.”


28 BIKEBIZ JANUARY


Speaking of three shows lest we forget that The London Bike Show runs simultaneously with the brand spanking new Triathlon Plus show and the formerly-Outdoor Show but now Telegraph Outdoor Adventure & Travel Show.


Be sure to swing by BikeBiz’s Brit List party on Thursday 13th


That rebrand is due of course to the VOS Media takeover by Telegraph Media, which took place shortly after the 2013 event. The organisers have high hopes that the accompanying coverage from the heavy- hitting Telegraph (which is in turn keen to up its cycling credentials) will make the show an even bigger draw for potential exhibitors and attendees alike.


The busy show is certainly packing it in this


year, also incorporating the newly founded Total Women’s Cycling Awards, designed to honour heroes within the world of women’s cycling, from ‘Women’s Cycling Personality of the Year’ to Unsung Cycling Heroine.’. And for the bike trade there is also BikeBiz’s


own Brit List party, taking place on the first night – Thursday February 13th. Other key bits of news you may have missed if you weren’t paying attention at the back is the hosting of the International Cyclefit Symposium, running over the first two days of the show and starring the ‘godfather of bike fitting’ otherwise known as Andy Pruitt. Last, but not least, Telegraph has signed a big coverage deal with the popular Revolution Series, which will see a London Bike Show/Telegraph compete. Next month we’ll have a closer look at the


brand and exhibitors that will be arriving at ExCeL is mid-Feb.


NEED TO KNOW WHAT:


London Bike Show, running alongside the Triathlon Plus Show, The Telegraph Outdoor Adventure & Travel Show – and the London International Dive Show over Saturday and Sunday


WHEN: February 13th to 16th


WHERE: ExCeL Centre, London


LAST YEAR’S ATTENDANCE: Over 38,000 across all shows taking place simultaneously.


WEBSITE: www.thelondonbikeshow.co.uk


BIKEBIZ.COM


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