Interbike Tightens Dealer Registration Process


Interbike 2012 is coming next week on Sept 17-21 and everybody is excited to see all the 2013 cycling products. There’s a lot of mini tradeshows now but there is only one Interbike. There’s two days of riding at Dirt Demo in the Boulder City desert trails. Then it is followed by three days of intense carbon fiber and wheel size discussions at the Sands Convention Center. But contrary to popular belief, nothing goes on in the evenings in this city of lights!

Be forewarned though that they are clamping down on non-industry folks attending this event. The announcement below dictates that they will be more strict during registration.  Read on and make sure your credentials are ready to avoid being turned back at the gate.


San Juan Capistrano, Calif. – September 12, 2012 – Organizers of the Interbike International Bicycle Expo (Interbike) announced today that new procedures in the retailer registration process were implemented this year, in an attempt to both reduce the amount of consumers walking the show floor, and improve the quality of conversations manufacturers and retailers are having over the course of the show.

Feedback from exhibitors and retailers have indicated that Interbike’s online registration process is taking more time to complete, as the company is demanding more verification of retail attendees. Interbike’s Managing Director, Pat Hus, said that Interbike is – first and foremost – a trade show, not a consumer show.

“Based on feedback and experience from attending other trade events, we wanted to ensure that we had qualified retail buyers at Interbike,” said Hus. “While the new registration process might take a few minutes longer than the past, we felt it was necessary to put in place. It’s our job to do this kind of homework for both our retailers and our exhibitors. At the end of the day it’s not necessarily about the quantity of conversations you have at a show, but rather it’s about the quality.”

Over the years, many exhibitors and attending retailers have commented to Interbike staff that there seemed to be a significant number of non-industry attendees at OutDoor Demo and on the show floor; likely entering as guests of retailers and exhibitors. Interbike is a “trade-only” show, so in an effort to heed the call of our exhibitors and attending retailers, we have tightened up the registration process to ensure that only qualified bicycle industry trade can obtain credentials to enter – including exhibitors, retailers and the media.

Tom Kattus, General Manager of Campagnolo North America has been attending Interbike for 25 years and applauds the more stringent requirements.

“Interbike is a very busy show for the exhibitors, the retailers, and for the media attending the show,” said Kattus. “As exhibitors, we invest a significant portion of our annual marketing budget to be here, making our ROI extremely important. We attend OutDoor Demo and the 3 days of the show – our schedules are packed for the entire 5 days and it is paramount that our time is spent with the right people. If there is a qualified retailer, distributor, or member of the media waiting to speak to me or one of my colleagues and we are tied up with someone that entered inappropriately, it’s unfair to those that are there to do business. This needed to happen and I’m appreciative that Interbike has taken this action.”

Hus added that overall store count is tracking in-line against 2011 data, signaling that the same number (or possibly more) retail locations will attend.

Retailers who have not yet registered for Interbike, can do so online through the final day As a reminder, two credentials are required at the time of registration to be uploaded, including:

  • invoices showing purchases of finished brand name goods in the cycling or fitness industry made within the last six months
  • business card that includes your current company address
  • business license indicating you are a retail business
  • letter of Intent from an attorney or bank on official letterhead stating the intent to start a new retail business in the cycling/fitness industry (this is acceptable for new businesses only)
  • $35 registration fee

More information on registration can be found at

Source: Justin Gottlieb

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