INTERVIEW
Malvern Expo area
there’s a queue waiting to ride, then the event has achieved exactly what they came for. Distributors and manufacturers often have broader objectives. They want to showcase new products, gather feedback, build brand awareness and engage directly with the people who use their products. One of the unique strengths of the Malverns Classic is the diversity of the audience. Over a single weekend, brands can interact with complete newcomers to the sport, families, casual riders, weekend warriors, dedicated enthusiasts and elite racers. It’s the only
event in the UK where the entire cycling community comes together in one place. That’s what makes the Malverns Classic such a valuable platform for exhibitors. Whether the goal is sales, product testing, customer feedback or long-term brand building, the event provides access to exactly the people they want to reach.
Are you looking to expand the number of physical trade plots in the coming years, or is the goal now to freeze the size and focus on optimising the quality of the spaces you have? It’s actually a combination of both, but growth remains very much part of the plan. For 2026, we’re already expanding into an additional field to accommodate increased demand. With attendance continuing to grow year on year, we’re confident we have both the capacity and the visitor footfall to deliver value for exhibitors across the site. A recent attendee survey reinforced just how important
the expo has become to the overall festival experience. The second biggest reason people attend the Malverns Classic is the size and quality of the expo itself. That tells us we’re delivering something genuinely valued by visitors and gives us confidence to continue investing in and expanding that area of the event. That said, growth isn’t simply about squeezing in more stands. It’s about ensuring every exhibitor benefits from being at the event. We carefully consider site layout, visitor flow, visibility, access and engagement opportunities to
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