INTERVIEW
Dirt Wars
exhibiting at the event. It’s something I discussed many times with people such as Sean Reynolds, Rory Hitchens and Clive Gosling, but we never made the move until now. Rather than sending invitations directly to retailers ourselves, we asked the distributors and brands to invite their dealer networks. It gives their sales representatives a genuine reason to pick up the phone, visit stores and start conversations. It’s a far stronger introduction when the invitation comes directly from the brand’s own team. The response has exceeded expectations. We now have more than 300 dealers registered to attend and growing daily. That creates tremendous value for the exhibitors who
have invested in trade space at the festival. Not only do they have access to thousands of enthusiastic consumers over
the weekend, but they can also engage with existing retail partners, develop new dealer relationships and create future business opportunities. It effectively gives exhibitors the best of both worlds: a consumer festival and a trade event rolled into one. For me, it’s another step towards making the Malverns Classic not only the UK’s biggest cycling festival, but also one of the most valuable business and networking opportunities in the UK cycling industry calendar.
Looking past the current season and toward the next few years, what are your primary goals for the Malverns Classic, and what can the UK cycle trade expect to see from the event as it continues to develop? Growth across every area of the event. That means more trade stands, increased visitor numbers, additional attractions, more professional rider attendance, and continually improving the services we provide to festival goers, exhibitors and competitors. However, growth can never come at the expense of
PHOTO BY PAUL WILES
customer service. One of the principles the event has been built on is accessibility and accountability. We operate a straightforward, no-quibble refund policy where appropriate, and my phone number is publicly available. If someone has a problem, question or concern, they can speak directly to the Festival Director. As the event grows, maintaining that personal touch will remain just as important as adding more exhibitors, more riders and more attractions. That’s what has helped build the Malverns Classic, and it’s what will continue to drive it forward, even at 04:30! ●
www.bikebiz.com August 2026 | 29
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