As previously reported, Trek Bicycles and its family of brands have opted to skip Interbike this year. The company chose to rely on its own in-house sales event in Waterloo, Wis. rather than bring its show to Vegas. The decision is somewhat reminiscent of Nikes decision to pull-out of the SuperShow in the 90s, a move which eventually led to a gradual decline in both exhibitors and attendees as other brands followed suit.
Zapata Espinoza, brand manager for Trek, told BOSS that this decision does not mean that the company is not looking for new dealers, simply that Las Vegas has “seldom been the source” for recruiting those dealers. The company also expects that it will be fueling some of its future growth through Trek branded stores. Espinoza said, “Every year in August we run a huge sales event here in Waterloo That was our show effort for the year in America.”
Espinoza also said that there was some concern over this decisions effect on the show, but that is not Trek's responsibility. “We have a responsibility to continue doing what's best for Trek and our dealers,” he said. “The costs for a company of our size going to Vegas are enormous…at the end of the day, Vegas becomes a duplicating effort, and one frankly that we feel is inferior to what we achieve with our own show.”
The reaction from retailers has been mixed. Greg Thielmeyer, owner of Team Cycle and Fitness in Cincinatti, Ohio has attended Interbike for the last 12 years, but will not attend this year. He told BOSS, “I went to the Trek Show in August. Trek not being at Interbike this year did not effect my decision on not going to Inter-bike this year. The reason I am not attending Interbike this year is because of the dates. It is too early.”
Interbike show management feels that there will not be much of an effect on the show for the long run.
“Well, first we are hoping it is not permanent, so moving forward to future years we plan to work with TREK to bring them back,” said Lance Camisasca, Interbike group show director. “Secondly, we have lost a strong brand for 2005, yet next week we will have the largest exhibition in Interbike's 23 year history. Essentially, it hasn't changed the size or diminished the importance of the event for the 14,000+ pre-registered retail buyers.”
While it is doubtful that the loss of one brand could cause a mass exodus from the show floor, the historical precedent set by the Super Show, which is now less than a tenth the size it once was, is not encouraging. The fact that Interbike is selling more floor space and filling the gap left by Trek is certainly a positive sign for not only the health of the show, but also the health of the industry. While there may be parallels to be drawn between Interbike and other shows that experienced an exodus of large brands, the biggest difference is the diversity of small brands and small retailers that keep Interbike vibrant.
