THE CYCLE SHOW PREVIEW
Ison Distribution - Lloyd Townsend - managing director “The show represents a place and time where new items or unique products are often announced into the market. We believe that the show is a great opportunity for interested consumers to ‘see and touch’ the products that they may not normally be able to do. The real-life aspects of the show also enables customers to talk with brands and personalities from the industry, which is something that is relatively unique. Many fans also get the opportunity to meet some of their icons. Show only promotions are also something that visitors
can often enjoy. Being in London and accessible by train and public transport from more or less anywhere makes it easy for customers to visit. The iconic setting high up over the city gives a great view if you need a break from being inside a show hall. 20 years ago we were showing Halo wheels and rims – they have developed massively since then to become one of the UK’s premier wheel brands.”
In 2023 – we will be bringing/showcasing: • Halo Wheels: The range of wheels from MTB, gravel and road to choose from, new wheels in track, gravel and road types, including carbon, Sam Pilgrim’s new bike and Matt Jones’ Marin. • Surly bikes: The latest line-up of Surlys, including an all- new entry-level model.
Assos - Philip Smith - Sales director UK & Ireland “Assos of Switzerland is looking forward to The Cycle Show this year to showcase one of our most exciting collections for SS23. With new products in the racing collections for men and women, complete new TRAIL and gravel systems, and advancements in the endurance lines, we’ve got equipment for many types of rider. We will have our dedicated team on hand to answer questions on the brand and products, and with the show being in London, it means we can direct customers towards our boutique on Regent Street and to our extensive network of nearby dealers, for further help and support.”
Upgrade - Mark Noble - head of marketing Here at Upgrade we’ve done countless cycle shows and events over the years, and they’re a great chance to connect with joe public and talk about bikes and bike stuff, show them the new product, hear their thoughts and ideas, and – slipping into marketing spiel for a second – engage with the consumers. The Cycle Show brings a wide audience to our brands, and that can only be a good thing. We’ll always have something up our sleeves to unveil at these events. We’ll be bringing our key brands, taking the opportunity to launch new products, and
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showing our favourite bike products. A London show brings a hustle and bustle that shows elsewhere don’t seem to pull off somehow. It’s that draw of the capital, the location just works – Alexandra Palace is an amazing space for a show like this. We’ll also have competitions with DMR to win products, Lezyne giveaways, and more.”
Eovolt “Eovolt is a French brand of folding, electric and ultra-practical bikes designed to match the needs of modern city- dwellers.
• All City bikes: New frames and bike models in their beautifully finished paint schemes. • Renthal: We will also be showcasing the full range of bars, grips and stems; Aaron Gwin’s DH WC Intense factory bike will be on show; we hope to also have Beth Shriever (Olympic gold medalist, Renthal and HT BMX racing team rider) with an autograph session too. • HT pedals: World Championship winning clipless pedals and several new models • Benno Etility (e-cargo) bikes: The ’23 range and new models including the radical 46er. • Squire locks: New models including ‘wearable’ locks for the first time
Squire’s first wearable locks will be on display at the Ison Distribution stand
Eovolt will be displaying its range of e-bikes
April 2023 | 19
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