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Cycle Show reportedly cancelled for 2024 due to "current challenges in the cycling industry"

Having celebrated its 20th anniversary event this year the decision to call off next year's comes amid "the current challenges created by overstocking and lack of demand" which "have made running a large scale event not commercially viable"...

The Cycle Show, the major industry event held at London's Alexandra Palace and that this year celebrated its 20th anniversary, is reportedly the latest victim of the challenging times being experienced by the bike industry.

A post on LinkedIn from Alan Parfitt, the former head of sales and sponsorship for the Cycle Show, and first reported this afternoon by Cycling Weekly, suggests that "due to the current challenges in the cycling industry, Immediate Live has made the very difficult decision to cancel the Cycle Show 2024".

2022 Cycle Show Cycle Show_Alexandra Palace.jpeg

Held over a weekend at Alexandra Palace in London, the Cycle Show brings together industry experts showcasing new products with famous faces from across the cycling world also in attendance.

The event's website does not communicate the reported news it has been cancelled and a road.cc request for comment was unanswered at the time of publication, however Parfitt says the decision comes to the backdrop of the wider cycling industry's struggles, notably with "current challenges created by overstocking and lack of demand" which has "made running a large-scale event not commercially viable".

"I have read loads of these kinds of posts from cycling industry colleagues over the last year and now it's my turn," he wrote last week. "After five very happy years as the head of sales and sponsorship for the Cycle Show, I am sad to announce that today is my last day in the role.

2023 Cycle Show - 1 (1)

> The coolest bikes from the Cycle Show 2023: Cannondale, Bianchi, Wilier, BMC, Enigma, Reilly, Cinelli & more

"Due to the current challenges in the cycling industry, Immediate Live has made the very difficult decision to cancel the Cycle Show 2024. We managed to navigate our way through the pandemic and subsequent stock shortages but the current challenges created by overstocking and lack of demand have made running a large scale event not commercially viable.

"Although it's been a bumpy ride, I have enjoyed every minute working with such an awesome group of people. The cycling industry is filled with inspirational, passionate people who love what they do and I have been so lucky to be a part of this. I am not sure what the future holds, but I am looking forward to my next adventure whatever that may be."

2023 Cycle Show Odyssey Gravel drop bar - 1.jpeg

The Cycle Show website still states that interest can be registered for the 2024 event, between 19 and 21 April at the same venue as where "the UK's biggest cycling show celebrated its 20th anniversary in April, at the iconic London Ally Pally".

road.cc has contacted the Cycle Show for comment.

Dan joined road.cc in 2020, and spent most of his first year (hopefully) keeping you entertained on the live blog. At the start of 2022 he took on the role of news editor. Before joining road.cc, Dan wrote about various sports, including football and boxing for the Daily Express, and covered the weird and wonderful world of non-league football for The Non-League Paper. Part of the generation inspired by the 2012 Olympics, Dan has been 'enjoying' life on two wheels ever since and spends his weekends making bonk-induced trips to the petrol stations of the south of England.

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5 comments

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polainm | 2 months ago
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Isn't this all part of The Plan for Drivers?

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bobbypuk | 2 months ago
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They have too much stock and not enough people buying? They could always try lowering some prices.

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mtbtomo replied to bobbypuk | 2 months ago
1 like

Yep, lo and behold high prices aren't that tempting, I agree! And those that bought during COVID have now realised that the roads are really quite horrid places to ride with all the traffic and lack of support for improving cycle routes. Unless you live in quite rural places where it's usually pleasant until a motorist thinks they own the quiet road. Cue lots of second hand bikes for sale everywhere.

It's a shame as I used to like going to the cycle show but it still always mostly seemed about high end expensive stuff rather than innovative stuff that would actually change an average rider's experience.

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JL77 replied to bobbypuk | 2 months ago
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And perhaps participating in a fair/show would entice people to buy new stuff...

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peted76 | 2 months ago
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@road.cc you could do yourselves a favour and reach out to Alan Parfitt and offer him some freelance commission based sales work. Could be a win win for both of you.

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