INTERVIEW
make sure the additional space works for everyone. The advantage of the Malverns Classic is that demand has
grown alongside attendance. As more visitors come through the gates, we’re able to expand the exhibitor offering while still maintaining strong footfall and engagement levels throughout the site. Ultimately, if we can continue attracting more visitors, more riders and more brands, then there is still room for the event to grow. The key is making sure that growth benefits everyone
involved, from exhibitors and sponsors to riders, visitors and the wider cycling industry.
There is often a debate about the true value of live events versus digital marketing channels. In your own words, why is it so vital for the cycling industry as a whole to collectively get behind and support physical festivals like the Malverns, and what kind of return on investment does that shared presence bring back to the wider sport? Digital marketing is incredibly important, but there is still no substitute for real-world experiences. You simply can’t replicate the feeling of riding a demo bike, holding a new product in your hands, watching the racing, competing yourself or meeting your cycling heroes. Then you can grab a beer, head
PHOTO BY PAUL WILES
over to the Evans Cycles Lake Ride, watch the DMR Dirt Wars riders throw down their best tricks, before dancing under the stars to Chicane, Orbital and Bez from the Happy Mondays. Events like the Malverns Classic bring together brands, distributors, retailers, athletes and riders in one place. They generate sales, build relationships, create content and inspire people to get involved in the sport. Ultimately, when more people ride bikes, the entire industry benefits. That’s why supporting festivals isn’t just about selling products over a weekend; it’s about investing in the long-term growth and future of cycling. That’s the magic of the Malverns Classic: we are creating memories that last a lifetime, and that’s something no digital campaign can ever replace.
For 2026, you offered two free weekend tickets to independent bike shops. What was the motivation behind offering free access to the retail side of the industry? And how has it been received? For years, I’ve believed that stronger dealer attendance was the missing piece of the jigsaw for the Malverns Classic (Not 32” Wheels), but getting more retailers and decision makers onsite and connecting them directly with the brands
PHOTO BY PAUL WILES
PHOTO BY PAUL WILES
28 | August 2026
www.bikebiz.com
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