Brits abroad; why Sea Otter Classic is a must attend for UK distributors
With the dust settled on Sea Otter Classic 2023, CI.N asked 2 of the UK’s biggest distributors what they see as key reasons for attending what’s arguably the biggest bike event on the planet.
Dominic Langan, CEO of Madison: “I had been going to Interbike for the past 20+ years, including the last one in Reno which was not great. My first visit to Sea Otter was in 2018 and then again in 2019 but due to the pandemic this was the first year I have been able to attend since.
We obviously have a lot of our brands exhibiting at Sea Otter and it is a great opportunity to spend some time with them all and it is very efficient for us to do so. The atmosphere is very relaxed and informal. At shows like Eurobike it is just one meeting after the other and full on every day and personally I mostly don’t enjoy it or find it very productive. Plus I have literally no time to see what is actually happening at the show and check out the competition. At Sea Otter Classic, people have the time. The meetings are more productive and it is great to see how the consumers and the brands interact.
Sea Otter is just a huge industry network gathering where most people know each other and this is where the opportunities exist. The unplanned chat or introduction can often be the catalyst to a new business opportunity and if you are not there you simply don’t get those chances.
But also it is a great opportunity to see what’s new. Or pick up on any new trends and with so many enthusiast consumers also at the event it is interesting to see what they are all doing, wearing, riding etc and which brands are generating the biggest buzz.
The fact that it is in Monterey in California, outside and with blue skies is just an extra bonus!”
Will Fripp, CEO of Extra UK: “For many Sea Otter is a US trip combined with supplier visits.
For us this year it wasn’t, but for example I know Vista held an adjacent distributor meeting for their international distributors. It’s a convenient location as so much of the industry is based within that area of the West Coast between LA and SF.
When Interbike ended, the global industry lost a chance to interact with US suppliers, and the US industry as a whole, in one convenient place.
Many US brands and international distributors simply shifted budgets (expo and travel) into attending Sea Otter Classic, which was growing at the time, and already pretty established.
So why do we attend? It is a mix:
- Meet our existing US suppliers face to face, some of which don’t attend Eurobike or other shows, so it’s the only chance for a face to face.
- Catch up with current international (non-US) brand partners – pretty much all our brands were represented there.
- Meet with other international (non-US) brands to discuss future partnerships.
- Keep our ear to the ground on what is happening in the US market, as it affects us all.
- See smaller US brands and new opportunities that you can only see domestically in the US as they haven’t yet spread their wings beyond North America.
- Visit some US retailers around the show and see what’s going on in-store.
- It’s also good to see some of the bigger brands who don’t often expo at trade events – tends to be bike brands.
- Catch up with other UK distributors and media, who also attend.
Plus, it’s simply a great place to do business. Few run appointments. It tends to be more casual, situated outside in the fresh air and generally sunshine, surrounded by cycling and racing – consumers, retailers and the industry, with road, XC, DH, Enduro, 4X races going on all around you.”
Sea Otter Classic from a US viewpoint
For a US take – from someone with brand and marketing experience outside, and inside, the cycling industry – Peter Abraham, shared his Sea Otter Classic experience with CI.N.
Peter outlines what he see brands doing right, and wrong (as well as dipping into what’s going on with gravel racing). To read more. click here.
