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Rejuvenation at Australia’s Triathlon Endurance and Cycling Show (ATEC)

ATEC Expo July 2015 - at Sydney Showground

A new venue, date change and format enhancements are at the heart of the rejuvenation of Australia’s Triathlon Endurance and Cycling Show (ATEC). The third edition of ATEC will take place at the Royal Hall of Industries in Sydney’s Moore Park Precinct on 9-19 September 2017.

ATEC is billed as Australia’s premier event celebrating the endurance lifestyle. ATEC attracts thousands of cyclists, runners, swimmers, triathletes and endurance sports enthusiasts to interact with the latest product innovations from many leading brands. Show visitors can learn from industry influencers and inspiring athletes, and take part in a number of interactive and entertainment opportunities.

“Our new location in Sydney’s Eastern suburbs is highly accessible for the very active cycling, running and swimming community in the immediate area and across Sydney,” said Vanessa Maniatis, Exhibition Director. “Located with the Centennial Parklands precinct, ATEC is on the doorstep of thousands of runners and cyclists who use and train in the precinct each weekend.”

She continued, “Our new September date also allows our exhibitor brands the opportunity to showcase and retail the new product lines from the 2017/18 ranges and speak to our audience at a time when they are gearing up for another great summer of swim, bike and run.”

Organisers are forecasting a minimum 30% increase in visitation to ATEC 2017 as a result of the new location and date, which is seen as a great bonus for the show’s many exhibitors and partners. ATEC’s new format will incorporate a seminar stage with live presentations from industry influencers, interactive competitions allowing participants to pit themselves in a test of endurance against other visitors, industry networking events, educational workshops and participation events.

In addition, ATEC will engage its audience throughout the year via a newly formed online community platform. This platform will host relevant, curated content for target audiences and provide new promotional avenues for exhibitors in the lead up to the show.

ATEC has appointed Can Too Foundation as the Official Charity for ATEC and is developing unique fundraising activities, such the endurance cinema, screening ‘fantastic endurance lifestyle entertainment and raising funds for cancer research’.

Informa Australia, owner and operator of ATEC, has appointed well-regarded agency 360 Sport and Entertainment to help drive commercial growth of ATEC.

“ATEC has established a solid position in the endurance lifestyle market place among brands and active enthusiasts. We have the opportunity to take ATEC to the next level in terms of visitor experience as well as deliver even stronger return on investment for partner brands and exhibitors,” said Trent Taylor, Managing Director of 360 Sport and Entertainment.

“We’re working with ATEC to develop a range of new commercial initiatives, such as a secure bike check-in zone, that adds value to the visitor experience and is a strong engagement opportunity for partner brands. Our objective is to bring customers and brands together in a way that is authentic and valuable to both parties.”

More than 120 exhibitors from the participation and endurance sports industry showcase the latest products and innovations across eight dedicated zones at ATEC. ATEC operating hours are 09:00 – 17:00 Sydney time on Saturday 9 September, and 10:00-16:00 on Sunday 10 September 2017.




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