Building the Southern Hemisphere’s Outdoor Capital: Why 240+ Brands Are Headed to Eurobodalla

Dear 2026 Sponsors and Exhibitors,

When we set out to bring the iconic Sea Otter brand to Australia, we knew the cycling industry was ready for a single, integrated home – a place where trade, sport, and community meet. But looking at the footprint for Year 2, the speed of this trajectory has surpassed even our own expectations.

For an entire week this October, Hanging Rock Oval in Batemans Bay will transform into the epicenter of the Southern Hemisphere cycling economy.

The Scale of What We’re Building Together

The numbers for Year 2 tell a clear story: this isn’t just a race weekend and expo wrapped up into a Festival; it is an active engine for economic development, trade momentum, and consumer promotions. We are thrilled to confirm that the expo footprint has been growing by over 30%:

• 120+ Exhibiting Businesses: An est. 80% of the Australian cycling industry and a line up of international brands will be physically based on the ground for the week.
• 240+ Global Brands: Showcasing the latest in tech, apparel, components, and outdoor gear from around the globe.
• International Footprint: Welcoming C-suite executives and brand delegations travelling directly from South-East Asia, Europe, and North America.

To every brand partner, distributor, and exhibitor who backed this vision early: Thank You. Your presence validates what Sea Otter Australia with organisers from Rocky Trail Entertainment set out do deliver and that the Australian trail-based outdoor and cycling industry is ready for a world-class commercial B2B trade and B2C platform.

Credit to the Industry’s Ingenuity

What truly sets Sea Otter Australia apart isn’t just the booth space – it’s the sheer creativity you bring to the expo floor. From athlete meet-and-greets and live tech demos to product launches, giveaways, and pop-up activations, the energy on the ground at Hanging Rock Oval is driven by your ingenuity.

As organisers, our focus now is on amplifying your investment and maximising your exposure to both trade buyers and the 10,000+ expected attendees.

Capitalise on Expo Foot Traffic & Star Power

Sea Otter Australia will be the premier stage for your global product launches, athlete signings, and booth activations. We are bringing massive star power straight to your doorstep, headlined by mountain biking legend Hans Rey flying in from the US, alongside a heavy-hitting brand ambassador crew with confirmed attendance of Wynn Masters, Jack Moir, Sian A’Hern, and Ellie Smith – giving your brand prime opportunities to benefit from the atmosphere we’ll create and the crowds we’ll attract.

To ensure your brands get maximum exposure, our power MC team – Josh Carlson, Rhys Ellis, and Chris Sansom – will be roaming the Expo floor for three full days, putting a direct spotlight on your activations, crowd giveaways, and booth action. Mike Tomalaris, the former “Voice of Cycling at SBS” will be at the start and finish lines ready to meet athletes and “our” DJ Mista Nige, the driving force behind “Rocky Trail Radio” will tie in all together in a beautiful sound cloud with local live musicians performing on the main stage too.

Our Goal: Delivering Unrivaled Media Coverage & Brand Reach

We are putting serious media power behind your brand presence this year. We have expanded our internal content team to include 2 dedicated videographers, 2 dedicated expo photographers, 3 on-course photographers, and an agile social media team capturing the action around the clock. On top of our internal crew, major media partners Flow MTB and AMB Magazine will have full editorial teams on the ground at Hanging Rock Oval. From your product launches and athlete signings to stand activations and crowd engagement, your investment will get high-production coverage and national distribution across top-tier media channels throughout event week and beyond.

Secure Your Place at the Industry Summit

Beyond the expo floor, give your executive team a seat at the table where the future of the outdoor market is being decided. Tickets are officially available now for the 1-day Sea Otter Australia Industry Summit Roundtable, hosted at the Eurobodalla Shire Botanic Garden. Featuring a stacked program of local and international industry leaders shaping the commercial landscape of cycling, it is the ultimate opportunity to network, exchange insights, and build high-level business connections.

Maximise Your Footprint: Two Key Next Steps this month for Exhibitors & Sponsors

To help guide foot traffic directly to your stand and extend your reach beyond the expo perimeter, we are launching two key features:

1. Submit Your Booth Activations for the Official “What’s On” Schedule

We are building a daily, chronological “What’s On at the Expo” schedule on the official website and event app. If you are hosting an athlete signing, a product launch, an interactive challenge, or a daily happy hour, submit your schedule now. We will use this schedule to drive consumer and trade traffic straight to your site throughout the day.

2. Feature Your Brand on the Virtual Rewards Platform

Extend your brand visibility before, during, and after event week. You can now list digital offers, consumer promotions, or exclusive athlete rewards on our digital portal. Whether open to the general public or tailored specifically as a perk for competing riders, this virtual showcase gives your products direct exposure to our entire digital database.

3. News and Invites for Trade Partners

As an exhibitor we also encourage you to get in touch with our team with media releases and any news and updates in the lead up. Email juliane@seaotter.au to submit media releases for our “Industry Spotlight Portal” for Media, featured on our NEWS page.

Invite your key partners, dealers and customers. For this, Sea Otter Australia provides you with Complementary Trade Access Tickets – please pass on the Invitation Link below:

We are counting down the weeks until the industry lands in Batemans Bay. The latest operations and logistics news will be distributed via email directly.

Thank you for building the future of the outdoor industry alongside us.

See you on the trail and on the expo floor,

Your Sea Otter Australia Team

—
Juliane Wisata, CEO & Marketing Director
Martin Wisata, COO & Expo Manager