Interbike Collaborates with BMX Industry to Increase Category Awarenes

BMX competition on show floor and special section in trade show event guide to highlight BMX category at 2009 Interbike show
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SAN JUAN CAPISTRANO, Calif. – July 8, 2009 –Interbike today announced it is collaborating with the BMX industry to produce an urban riding competition and a special BMX section in its official trade show guide to promote the category during Interbike 2009 at the Sands Convention Center in Las Vegas, September 23-25.

"BMX is an exciting action sport that has received great mainstream media coverage in recent years and has been identified as a gateway category for drawing kids and teenagers to cycling," said Andy Tompkins, Interbike's show director. "This year an urban riding competition along with the new BMX section of the Interbike trade show guide will help retailers successfully market and sell BMX products in their stores."

Interbike and members of the BMX industry are working together to develop show features for Interbike 2009 that create awareness of the BMX lifestyle, a positive representation of the sport in an industry setting and an understanding of how retailers can begin to or better sell BMX products.

The BMX Rail Jam Competition at Interbike
Held on the show floor in an area adjacent to Interbike's BMX zone, The BMX Rail Jam Competition, presented by S&M Bikes/Fitbikeco., will be held on Thursday, September 24, 2009 from 2 p.m. to 4 p.m. The competition will highlight some of the sport's top professional street riders and create awareness of how BMX bikes are really used.

The Rail Jam at Interbike competition will consist of 16 professional riders and four alternates from across the United States. During 5-to-10 minute jams, each competitor will get a chance to show their skills on a course resembling typical urban terrain with ledges and rails. The competitors will judge each other's performances.

"We're stoked to be able to highlight the BMX category and the skills of some of the sport's top pro riders in front of the industry at Interbike this year," said Chris Moeller, CEO of S&M Bikes/Fitbikeco. "BMX is a category that's currently doing well and we want to show retailers how BMX bikes are actually being ridden these days to help them understand the category better."

Attendees are invited to watch and ask questions of the BMX Rail Jam competitors during practice in the demo area in the days leading up to the competition.

Interbike Trade Show Guide: BMX Special Section
Interbike will highlight the BMX segment in a special section of its trade show event guide sponsored by RIDE BMX Magazine. The section will feature the magazine's Keith Mulligan as guest editor. The section will include information about the state of BMX, how retailers can approach the category and highlight some exciting products and companies that will be on display at this year's show. This section in combination with the competition and demo area will expose BMX to attending retailers that are not currently selling or have struggled to succeed with the category.

"We're excited to help showcase BMX to the entire cycling industry in a new way during the Interbike Expo," said Mulligan, editor of RIDE BMX Magazine. "It is an honor to guest edit the special BMX section of the event guide. In it we plan to educate retailers of opportunities within the category and how best to take advantage of this dynamic segment of the industry."

About Interbike
Interbike (a business unit of Nielsen Business Media, the parent company of the Outdoor Retailer (OR), Action Sports Retailer (ASR), Health+Fitness Business, and Fly Fishing Retailer trade shows) is a full-service trade show company that creates, markets and produces high-quality expos and educational conferences. Producers of the OutDoor Demo and Interbike International Bicycle Expo, Interbike is the leading bicycle industry business-to-business event management company, bringing together top manufacturers, retailers, industry advocates and media to conduct the business of cycling. Now celebrating more than 25 years of successful events, Interbike (www.interbike.com) gathers more than 1,100 cycling-related brands and close to 23,000 total attendees annually.

The 2009 Interbike trade-only events begin with OutDoor Demo (September 21-22, 2009 in Boulder City), followed by the Interbike Expo, September 23-25 at the Sands Expo and Convention Center in Las Vegas, and OutDoor Demo East, October 8-9 at Roger Williams Park in Providence, Rhode Island.

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MEDIA CONTACTS:
Chip Smith, SOAR Communications, 801.523.3730(wk) / 801.597.7515(cell), csmith@soarcomm.com, or
Maura Lansford, SOAR Communications, 801.523.3730(wk) / 817.929.8123(cell), mlansford@soarcomm.com

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