Why Exhibit


These Monterey exhibitors explain why!!

Sea Otter Worldwide – the global phenomena

Sea Otter – USA, Monterey

The Sea Otter Classic is the largest bicycling consumer driven industry show in the world.

Based in the United States, it has been held annually since 1991 at the Laguna Seca Raceway California, with multiple rides and races on the surrounding trail networks and mountain roads. It is held annually in April and has come to represent the ‘season opener’ to the North American bicycle industry’s new season product launches and the national cycling events calendar.

Fast Facts

75,000 total attendees over four days
505 exhibitors representing 900 brands with 9,800 athletes riding across all events
370 accredited international media, yielding 1.9 million social media engagements
115 participatory recreation and race events and 220 community activities
Of the attendees, 51% are women, 59% are college and post grad educated and 58% between ages 35 to 54 with 41% household income over US$150,000

Sea Otter – Spain, Girona

First held June 2017, the event has exploded onto the European market.

Fast Facts

2017 attracted 20,000 visitors
2018 attracted 50,000 visitors
2019 saw attendances increase to 60,000
190 exhibitors representing 420 brands with 6,100 race/ride participants from over 50 countries
500 Demo bikes were made available with 3,000 Demo rides undertaken
150 accredited international media

Sea Otter – Canada, Blue Mountain

First held in 2019 at Blue Mountain in Ontario, Canada, with over 20,000 attendees featuring more than 200 cycling brands and plenty of bike demos, activities for kids, entertainment and local craft breweries and food vendors.

Why Canberra

Strategic Location

Half of Australia’s population is within a seven hour drive or one hour flight of Canberra, including Melbourne (7 hrs – 4.9million) and Sydney (3 hrs- 4.7million).

Lucrative Local Cycling Market

Canberra itself is one of Australia’s fastest growing cities, with a population exceeding 420,000, Canberra residents earn more and ride bikes more than average Australians.

Canberra not only has the strongest cycling culture in Australia, but the best infrastructure across all types of cycling and the biggest annual expenditure per person on cycling infrastructure. Canberra residents’ median weekly income is 53% above the national average.

Huge Tourism Infrastructure

Canberra offers many of Australia’s most popular tourist attractions. Last year Canberra attracted 5.38 million visitors, including 259,000 international overnight visitors, 2.9 million domestic overnight visitors and 2.2 million domestic day visitors. This means that in addition to onsite camping at Stromlo, there are hundreds of nearby accommodation options to suit every budget.

Why Stromlo Forest Park

There is no other venue in Australia that can match Stromlo Forest Park in terms of catering for all the key elements of Sea Otter Australia from a single location.

  • An iconic mountain bike park with over 50km of sweet single track trails
  • The 1.2km Stephen Hodge criterium track
  • The newly completed Mt Stromlo Aquatic Centre on site
  • The 2.5km running track
  • And our Expo will be located in the Car Park – smack bang in the middle of the facility

All sandwiched between the suburbs of Canberra and the beautiful Brindabella Ranges

You can view the site map below.

Easy Access to Transport and Accommodation

Sea Otter’s Expo Village is just 12 kilometres from Canberra’s CBD. It is right on the edge of new suburbs but the roads immediately to the west are quiet country roads perfect for road cycling.

Sea Otter Australia is a 19 kilometre, 15 minute drive from Canberra Airport which is Australia’s eighth busiest with over 3.2 million passengers per year and multiple daily direct flights to all mainland capitals and multiple international destinations.

We will also be providing the opportunity for on-site camping for exhibitors and visitors – NB Exhibitors get first offerings for camping – more details coming soon!

Consumer Expo

Sea Otter is unique because it is the ONLY Australian cycling event that provides the opportunity to showcase your products to the entire cycling community. Your business will have access to the full breadth of the cycling consumer market – all in one location over one weekend – road, MTB, gravel, BMX, kids, urban transport, parts, accessories, apparel, new tech and so much more. It’s your opportunity to:

  • Connect with new and existing customers
  • Build brand exposure at the Expo and through our extensive media partnerships
  • To over 22,000 attendees, including over 5,000 domestic and international visitors
  • Showcase your products through our online Demo Rides portal
  • Have the opportunity to sell directly to your existing and new customers on-site
  • Take advantage of the opportunity for industry networking with exhibitors and sponsors
  • Attend the inaugural Bicycle Leadership Forum

DEMO Bikes


The opportunity for you to Demo your latest bike products is an opportunity to engage existing and also touch new customers.

To maintain the security of your bikes and to ensure that you have a sufficiently diverse range on hand, we will have a special expo-wide online scheduling registration process so you can track levels of interest in various products, along with verifiable ID at the time of pick up.

What the Industry Says

“Its a great place to get connected to the global cycling community, to the press and to get as many consumers on our e-bikes”

Claudio Wasko, Regional Business Unit Leader, BOSCH

“Sea Otter is the place to check out what’s new in the bike industry, to launch new products for our company and for our brand”

David Zimberoff, VP Marketing SRAM

“The big advantage to Sea Otter is that it is built for the public to meet the brands and get better insight into the products they want to learn about”

Andrew Baldyga, Brand Manager MAGURA Australia

Consumer Demographics

Attendee Profile:


  • Male: 60%
  • Female: 40%

Age Demographics

  • 0-17 yrs – 10%
  • 18-34 yrs – 30%
  • 35-54 yrs – 45%
  • 55+ yrs- 15%

Ride Profile

  • Serious – 40%
  • Transport – 20%
  • Fitness and Fun – 40%
  •  Education/Earnings
    • Over $100,000pa – 40%
    • Graduate Degree – 70%

That’s why long-time exhibitors from Sea Otter Monterey, Spain and Canada come back year after year!

Click here for the current list of 2023 Exhibitors on our interactive Expo Map page.

To get an understanding of how Stromlo Forest Park will function as the perfect venue, check out our Mt Stromlo Expo SITE PLAN details access/egress points, the expo site, camping areas, trail heads, parking and more

As you will see from the MAP, we are just across the road from Denman Prospect, a suburb of 5,000 inhabitants. Many of these folks are keen to hop across the road to check out the vibe at Sea Otter.

Interested in camping at Sea Otter Australia? 

Camping is part of the Sea Otter DNA! Sign up here to stay in the loop.

We are currently working with health officials in the hope that we will be able to provide a great camping experience at the 2021 Sea Otter Australia. We recognize the ongoing COVID-19 pandemic is dynamic in nature, and we will coordinate with local officials, health agencies, and event partners to adapt preparations consistent with the latest protocols. As we learn more, and open camping registration we will communicate updates in the coming months.