2 weeks until Sea Otter Classic 2026: ‘Industry Connect’ up 30% and 1,000 brands expected

USA-set Life Time Sea Otter Classic will return to Laguna Seca Raceway over 16-19 April for its 36th edition, and the event appears to be in rude health: Over 1,000 brands from 33 countries are confirmed to exhibit.

While its long been a good spot to network with the rest of the market, Sea Otter Classic’s ‘Industry Connect’ programme will continue in its expanded four-day format, designed to foster business growth and professional networking. It’s now hosted by Hasty Awards, and includes 1,132 industry professionals, a 30% increase in attendance from 2025. There’s more about that here.

75,000 expected attendees are expected and the festival will be welcoming back several key brands.

Peter Orcutt, Senior Director of Outdoor at Adidas, said: “Mountain biking has been a foundational pillar of Five Ten’s identity for decades, and we’ve been proud to grow our brand alongside the culture.”

“Whether contributing to grassroots events or shaping our footwear innovation around rider input, our core belief has always been to show up for the community. The Life Time Sea Otter Classic is a cornerstone moment for the sport, and returning allows us to connect with that culture, support those who drive it forward, and preview what’s next for Five Ten.”

Sylvie Woroniecki, Global Brand Manager, LOOK Cycle, said: “The Life Time Sea Otter Classic is where the global cycling community comes together to discover what’s next, and that’s exactly the energy LOOK and PEMBREE thrive on. With over 70,000 passionate riders and 1,000+ brands converging on Monterey, there is simply no better launchpad to showcase our vision for gravel and gravity riding.”

“Sea Otter’s unique blend of racing, demo rides and expo culture gives us the perfect setting to put our latest innovations directly into riders’ hands. We’re bringing the full breadth of our new gravel ecosystem, from bikes to pedals, alongside PEMBREE’s gravity range, and we can’t wait to share what we’ve been working on.”

James Baldwin, Country Manager – North America, Brompton Bicycle, said, “We have been exhibiting at the Sea Otter Classic for the last decade. Having been part of the festival’s growth, it remains a vital moment in the calendar for us to connect with cyclists, showcase our range, and engage with new audiences.

This year, we’re excited to bring the Brompton World Championship race back on Saturday, April 18. We last held the race there in 2018 and feel it’s the right time to bring the energy back stateside and connect with new riders.”

Frank Yohannan, Founder of the Sea Otter Classic, said: Our mission has always been to create a truly great experience for everyone involved—from the consumers, to the media and the entire cycling industry. As the Life Time Sea Otter Classic grows, we continue to maintain the same sense of family that started it all 36 years ago. It also certainly doesn’t hurt to be in Monterey and to get out on the bike in the sun once the work is done!”

The Life Time Sea Otter Classic 2026 full exhibitor list is online.