The Evolution of ATEC Expo
  • 22
    Jan

The Evolution of ATEC Expo

The sport of triathlon is booming in Australia. Not a weekend passes without a competitive event taking place somewhere around the nation. Similarly, cycling at both a professional and recreational level is rapidly growing. In Sydney alone, it is a common occurrence on a Saturday morning to see cafés packed with cyclists, recharging with caffeine, after their habitual social cycle.

Let us not forget the explosion of obstacle and adventure races across the country. Tough Mudder has paved the way for a new wave of obstacle enthusiasts who are willing to push themselves to the limits by braving the “kiss of mud” and the “Electric Eel”, to earn the bragging rights of having completed one of the toughest obstacle courses in the world.

Why do we participate in obstacle races, join triathlon clubs or cycling groups?

Aside from the obvious health and lifestyle benefits, I believe one of the drivers is social interaction with like-minded people. It is human nature to want to interact and learn from others whilst sharing experiences.

This social and experiential desire is what induced the birth and development of the inaugural Australian Triathlon, Endurance & Cycling (ATEC) Expo. An exhibition accompanied by a comprehensive seminar program specifically developed for the triathlete, cyclist and endurance athlete, it is a first event of its kind outside of a competitive event.

The idea to launch the expo was further validated through many conversations with professional and recreational triathletes, cyclists and obstacle racing enthusiasts, who concurred that the community would benefit from an experiential show, where they can interact with suppliers and peers, free from the mental pressure of a race.

Armed with this positivity, myself and the team at Informa moved full steam ahead to research, plan and produce the blueprint for what will be the ultimate multisport exhibition.

The exhibition will feature suppliers showcasing products, technology and services across seven dedicated zones.
A seminar program will feature workshops from professional triathletes, cyclists, swimmers and coaches who will provide expert advice on a range of training, nutrition and lifestyle topics.

There will also be a number of interactive features that will encourage visitor participation at the expo.
We are excited to already have Olympic Triathlete Courtney Atkinson as the official event ambassador. Be sure to check back regularly for updates on Courtney’s racing movements and training tips!

Sounds good? Do sign up to our newsletter update and we will keep you posted as the expo develops.
In the meantime, mark your diaries and watch this space!

Best wishes,
Vanessa Iacomino
Exhibition Director
Informa

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