Interbike, the largest bicycle industry trade show in North America, today took a step in helping to build momentum within the electric bike movement by launching the country’s first Electric Bike Media Event. The goal of the event is to gather electric bike manufacturers, industry experts, mainstream consumer media and cycling media for test-rides and education on one of the hottest growing segments outside of the United States.
“It’s no secret that electric bike sales are exploding in Europe and Asia, and are creating both a new revenue stream and a different, unique consumer for bicycle retailers,” said Pat Hus, Managing Director for Interbike. “In countries like Holland, 20% of all bike purchases are electric – and the numbers are growing steadily. As the leading event organizer in North America for the bicycle industry, we felt that the timing was right to create this initiative and help showcase the benefits of these products to the mainstream media, and ultimately raise awareness of the electric movement.”
The first year event will take place February 12-13, 2013 at the Terranea Resort in Rancho Palos Verdes, CA. It will be a limited access event that will be open to 15 sponsors, who will have an opportunity to interact with journalists in attendance, showcase their products/technology and allow them to test ride the product all in one spectacular location.
Interbike has already received sponsorship commitments from SRAM, Prodeco, Easy Motion USA, Bikes Belong and Currie Technologies (the makers of IZIP and eFlow). Larry Pizzi, President of Currie Technologies, applauds Interbike’s decision to create the event.
“We have to be proactive in educating the public on the benefits of electric bike technology,” said Pizzi. “Just as the other categories of bikes have their purposes and target consumers – so does electric. There’s a misnomer that electric bikes are like scooters or mopeds – but these machines are bikes first and foremost, that give an added “assist” when the peddler needs it most. We need to change this perception and the Electric Bike Media Event is the perfect platform to do so.”
Kicking off the event will be a keynote presentation by Bill Moore, Editor-In-Chief of EVWorld.com – an online publication whose objective is “to provide a human face to the topic of sustainable transportation with a focus on the people and policy, as well as transportation.” Bill will present the history of the electric bike movement, overall global market data and an overview of various electric bicycle technologies.
Also speaking at the event will be Bruno Maier, Sr. Vice President of Marketing, from the Bikes Belong Coalition. Maier will discuss what is happening across the country to create safe places for people to ride, and the role that electric bikes can play in the future of getting more people on bikes.
With the task of securing key consumer media journalists for the event, Interbike has retained the services of Truth Be Told Public Relations (TBTPR) in Beverly Hills, CA. TBTPR has already confirmed participation from several major national & regional outlets, whose combined circulation is more than 4 million readers. TBTPR has extensive experience with top-tier local and national media outlets, and will work to ensure that the event is well attended.
Interbike will open the event to local bicycle retailers after 2pm, allowing for test rides, and conversations with both manufacturers and media. Retailers interested in attending must register by calling 949-226-5754.
Bicycle Retailer & Industry News is one of the event’s key supporting sponsors, and will produce a special e-bike supplement with an event recap, photo pages and articles about what retailers need to know about this emerging market. BRAIN publisher Marc Sani has seen the electric bike boom grow overseas and is pleased to see Interbike stage this event.
“Since 1992, our mission has been to connect retailers to suppliers,” Sani said. “I believe there’s a place for electric bikes within the IBD network in North America, and we need to be part of the effort to educate retailers on the segment.”
Also supporting the event is the Light Electric Vehicle Association (LEVA). LEVA represents the strategic interests of light electric vehicle retailers, dealers, distributors, manufacturers and suppliers to promote the development, sale, and use of light electric vehicles worldwide.
Interbike is the largest bicycle trade event in North America, bringing together manufacturers, retailers, industry advocates and media to conduct the business of cycling. Established in 1982, the show gathers more than 1,200 cycling-related brands and more than 25,000 total attendees annually.
Interbike is a division of Nielsen Expositions, a leading organizer of tradeshows complemented by industry analysis and market intelligence from its award winning publications and websites. Other events produced and managed under the Interbike umbrella include OutDoor Demo, Health+Fitness Business Expo, IBD Summit and the Electric Bike Media Event.
Nielsen Expositions is a business unit of Nielsen Holdings N.V. (NYSE: NLSN), a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties.